Proceedings of the International scientific and practical conference “Integrative science, technology and cultural development” (November 10-12, 2025) / Publisher website: www.naukainfo.com. – Barcelona, Spain, 2025. - 141 p.

71 professional achievements but also to share elements of their personal lives, thereby forming an authentic image in the media space. Particularly important is the strategic management of digital communication after the end of a sports career: athletes who engage professionals in the fields of digital marketing and media management maintain high media value and continue to generate stable income beyond the boundaries of active competition. Similar conclusions are drawn by A. Geurin and L. Burch [5], who study the role of the X.com (Twitter) network in constructing athletes‟ public identity. The authors emphasize that digital self-presentation enables athletes to shape a unique personal brand and influence audience perception. M. Hambrick and other researchers distinguish three main categories of athletes‟ content on social networks: interaction with fans, promotional messages, and personal content [6]. The first type includes direct communication with the audience, expressions of gratitude, and responses to messages. Promotional publications involve cooperation with sponsors, event announcements, and branded integrations. Personal content is represented by emotional posts, details of everyday life, and materials not related to sports. The researchers emphasize that the strategically balanced use of these formats enhances the sense of authenticity and strengthens the athlete‟s personal brand in the digital environment. Conclusion. In the modern conditions of digital communication, athletes‟ personal branding has transformed from an image-building tool into an important economic asset. A successfully constructed public image provides athletes not only with growing popularity but also with the opportunity to monetize their media presence through advertising contracts, partnership programs, paid content, and the launch of personal products. This approach significantly expands the traditional income model, which previously relied solely on athletic performances and prize rewards. The experience of modern athletes demonstrates that active presence in the digital environment and effective audience engagement directly influence their market value and competitiveness. The formation of a strong and recognizable digital