At Emageo Group, we define the term “brand” as an expectation of experience. For athletes, that expectation is a product of on-field performances, on-field and off-field conduct, media profiles and, more recently, social media activity – both by the athlete, and about the athlete. When corporations decide to establish a relationship with an athlete, they’re looking to tap into this brand. For this reason, at Emageo, we spend a lot of time watching over the various elements of an athlete’s brand. We’re very concerned about how our athletes conduct themselves when they compete. And we’re always looking to tap into the different media streams, particularly those available on the web. In this regard, we feel that we are sports management leaders in Australia.