Endorsements

• An endorsement is a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser

• Involve using a celebrity or public figure to represent and promote a company and that companies product

Endorsements

• Association: Endorsements may simply involve an association with the product

• There is no direct relationship between the product and the athlete

• Company believes that the association between the product and athlete will help sell the product

• Michael Jordan and Haines

Endorsements

• Demographic Match

• A company may choose a sports figure who matches the demographic profile of its customer base

• Bill Lester on Honey Nut Cheerios

Endorsements

• Successful Careers• Top sports endorsers come from all sports,

but they all have one thing on common• They all have successful careers

• Image• Endorsements sell products when the

endorser has a positive image and is popular

• Image is a major factor when companies decide to renew their endorsements with athletes