Sports figures and celebrities are clear prototypes for building a personal brand since it has become standard procedure for them, and Chad Ocho Cinco has mastered the art. The gift and the curse for the Cincinatti Bengals is that this guy has built his personal brand to the point where it is engaging fans at a higher level and undoubtedly increasing the fan loyalty to the NFL. However, as Ocho Cinco walks into the office of a team’s Director of Player Personnel, he can say, “If you hire me, I’m bringing 1 million people. How are you going to handle that?”