Purpose Building on existing research that has analysed the components of athlete brands externally, this study examines how athlete brands are being developed internally by marketing agency practitioners (MAPs), who are oftentimes the individuals leading the process.

Design/methodology/approach Qualitative data generated through interviews with MAPs (N = 28) from 16 different marketing and public relations UK agencies are utilised in this study, offering insights from the key individuals involved in the process.

Findings The findings revealed a three-step co-creational approach to athlete brand development, consisting of (1) brand brainstorming, (2) brand pillaring and (3) brand training, led by clearly defined strategic goals.

Originality/value Capturing this three-step process has not only theoretical implications by shedding light on a previously undisclosed process but also practical implications, forwarding a roadmap to guide the athlete brand development process.