Personality Traits as Predictors of Athlete Branding among Elite Players in Nigeria Premier Football League

Diverse organisations have steadily used branding as a tool to gain a competitive advantage over their competitors in recent times. This study examined personality traits as predictors of athlete branding among elite players in the Nigeria Premier Football League (NPFL). The aim was to explore athlete branding among players in the NPFL. The descriptive research design was used. Population comprised all NPFL players. Three hundred and forty NPFL players were sampled. Purposive and convenient sampling techniques were used to select respondents. Two self-developed and validated instruments were used for data collection. Personality Trait Scale (PTS), and Football Player Branding Scale (FPBS). The reliability coefficients were PTS (0.93), and FPBS (0.85) respectively. Descriptive statistics was used to analyse demographic data while multiple regression was used to analyse the hypotheses. The study revealed that there was a significant joint prediction of leadership and charisma on athlete branding among respondents (F(2,337)=99.300, p<0.05). There was a significant relative prediction of leadership (ß=0.213, t=3.568, p<0.05) and charisma (ß=0.441, t=7.337, p<0.05) on athlete branding. The study concluded that personality traits predicted athlete branding. Recommendations included, NPFL clubs and coaches should foster leadership and charisma in players through trainings, workshops and personality development programmes. In addition, players should be encouraged to take leadership roles, thereby enhancing brand perception.