ABSTRACT
This chapter discusses the brand of some of the most iconic sports celebrities of the Iberian Peninsula. Rafael Nadal, Pau Gasol, Cristiano Ronaldo, and Jose Mourinho are arguably the world’s most influential athletes and coaches of the last decade. Their talent represents the most valuable resource and the brand becomes a promise of their value. The brands Nadal, Gasol, Cristiano, and Mourinho not only worth billions of euros but also have turned among the most followed athletes on social networks. What has made these athletes successful is not only their talent but also their leadership and communication style, their commitment to socially responsible causes, their entrepreneurship spirit that portrays love for their national identities, and their way of managing their social media These individuals all portray hard work and devotion for what they do but also they always display a winning mentality, characteristics that matter to succeed not only in Portugal and Spain but also across the world.
