The brand persona of a football manager – the case of Arsène Wenger

Purpose Sport is an important economic activity, and understanding the role of teams managers necessary, yet – specifically their brand personas have been subject limited research. The purpose this research to explore persona a football manager, using Arsène Wenger as case. Design/methodology/approach Due exploratory nature study, qualitative methods were used brand-building activity. Media reports images that centred on Wenger's words covering three-year period analysed. In total, 1364 articles 23 analysed in NVivo, both priori emergent codes. Findings findings show construction three main dimensions pertinent his manager. first performance managerial which appointed, second associated with person (including emotions self-expression) third context (i.e. football) manager operates. Research limitations/implications focused one while he was managing premier league club England. Practical implications While proposing theoretical model, study proposes clubs understand manager's relation club's interactive effect. support also indicated. Originality/value Football received some attention, but there has no analysis personas. This expands contribution brand.