Brand Value Alignment through Dual Career - BRAVA

The objective of the BRAVA - Brand Value Alignment through Dual Career – Project is to enhance the European workplace environment so the circumstances and challenges of dual career (DC) athletes and coaches can be recognised and effectively accommodated. 

The project aims to structure an evidence and eminence knowledge base on DC employee athletes, and to define and enable (i.e. feasible to implement) new European guidelines which support DC in the workplace and which facilitate appropriate brand alignment strategies and Corporate Social Responsibility (CSR) policies which value DC.

By the end of the three-year project, partners hope to create a European conceptual framework illustrating relevant DC workplace factors and factor structures; European DC workplace guidelines for DC support, brand alignment strategies and CSR policies; a scientific manuscript providing the project’s summary, impact analysis and conclusions.

Partners of this transnational project include: University of Limerick (IRL – project coordinators), European Platform for Sports and Innovation (BEL), Roma Tre University (ITA), Faculty of Sport and Physical Education University of Nis (SRB), University of Ljubljana (SLO), the European Athlete as Student (MAL), Fondazione Human Age Institute (ITA) and the EUSA Institute (SLO).

The project is co-funded by the Erasmus+ Programme of the European Union.