The aim of my thesis is to demonstrate the importance of brand building and communication strategy for a promising athlete. I explain this through a real-life case study. The chosen athlete is the javelin thrower György Herczeg. Building on primary and secondary research, my thesis provides a detailed analysis of the factors to consider when building a brand, the benefits of creating an image for an athlete, and how this can help them gain national and international recognition. The athlete's active and successful career has greatly facilitated building his brand. The design of the athlete's personal brand and communication strategy offers opportunities for György Herczeg to gain recognition not only for his sporting achievements, but to also be invited to numerous cash prize competitions due to his well-designed and effectively communicated brand, as he will be more marketable and interesting to the media than his competitors.