‘Agent Of Change’: An examination of Marcus Rashford’s role as a brand ambassador, sponsorship and social media

Gallagher, L. (2022) ‘Agent Of Change’: An examination of Marcus Rashford’s role as a brand ambassador, sponsorship and social media. Undergraduate theses, University of Chichester.

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Athletes have always been a key component in sport and are fundamental to its success. For generations, people have paid to come and watch their favourite stars/teams battle it out against each other. Whether it be the Premier League, Six Nations, NBA or F1. Every sport has it USPs and that’s what makes the topic so attractive.
Football has been Britain’s most popular sport for years and its figureheads act as role models that children aspire to be like. Over the past few years Marcus Rashford has seen himself projected into the world of fame as a player and has subsequently had to live and adapt to a new life where his talent and status have taken over his image. With his rise to fame, it makes sense to analyse a player who has been a part of one of England’s biggest football teams, often being discussed among the media and pundits alike. All this has coincided with a global pandemic that has devastatingly taken the lives of millions, hence the importance of Rashford’s work with families across the whole country.
Furthermore, the legacy of what can only be described as a win for the country, is something Rashford will always be recognised for, so he is very much still a significant topic in both the footballing and political world respectively. The impact of Rashford’s work is still hugely significant today, with the effective food voucher scheme and charities helping underprivileged kids with educational resources.
Chapter one examines Rashford’s rise to fame from a branding perspective. His respective partnerships and endorsements will be analysed as well as what qualities he brings to these companies. Comparatives will also be drawn between Rashford and other sport stars who have followed similar paths in their careers in regard to fame and endorsements. Relevant links will be made, and by the same means, any differences or critique will also be analysed.
Likewise, chapter two ventures into his life more personally as it explores his use of social media, public perception and unravels the reasons why he is so determined to help others. Rashford has shown himself to be a man of the people and this relationship will therefore be explored in further detail throughout the chapter.
Finally the conclusion will draw together the main chapter themes to understand the significance of Rashford in terms of brand endorsing, his role as an activist and also his use of social media. Judgement will be made on whether he has left a big mark on his fans and consumers, which will ultimately determine how successful he has been in external roles away from Football. His future will also be examined as a new era begins to dawn at Manchester United. This could ultimately affect his career and as he starts a new chapter, next season.

Publication Type: Theses (Undergraduate)
Additional Information: BA (Hons) Sports Media
Uncontrolled Keywords: football, social media, sports personalities, sports personality,
Divisions: Academic Areas > Department of Creative Industries
Student Research > Undergraduate
Depositing User: Ruth Clark
Date Deposited: 14 Oct 2022 12:45
Last Modified: 14 Oct 2022 12:45
URI: https://eprints.chi.ac.uk/id/eprint/6531

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