Endorsements in Sports Marketing May 2010

Endorsements Defined as “any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser.” Person’s public expression of approval or support for a product or service More of a promotional tool rather than a sponsorship

Who Endorses Products? The person is knowledgeable or well-known Comments made are personal opinions Comments are assumed to be made because the person expressing the comments believes what he is saying The use of a product by a famous athlete can constitute an endorsement, even if they do not publicly endorse it

Legal Restrictions Must reflect honest opinions, findings, or beliefs of the endorser Must have real experience with the product Statements made must be able to be substantiated by the advertiser Endorsements must not be presented out of context or distorted from the original view of the endorser

Legal Restrictions Endorser must use and continue to use the product as long as the endorsement is used in advertisement If product changes, the endorser must be notified and continue to use the product in the new version

Athletic Endorsers Over $1billion paid each year to athletes for endorsements Over 2,000 athletes who endorse various products ed.cnn.com/more/s pecials/fortunate50/ index.html

Advantages/Disadvantages Advantages Consumers buy more products with endorsements Consumers are less likely to turn off commercials with endorsements Consumers tend to believe endorsers (especially those with positive images) Disadvantages Very expensive Endorser may not agree to endorse only one product leading to doubt of the consumer Negative publicity if the endorser commits a crime or social blunder

Controversial Endorsers Common sense says to pick endorsers with good reputation in order to avoid negative publicity Controversial endorsers may be good for certain products with target markets that would be accepting to certain behaviors

Social Responsibility Tiger Woods endorses NIKE NIKE has been criticized for the poor labor conditions in Vietnam, where some of its products are manufactured Debate: Should endorsers speak out on human rights or other controversial topics?

What Most Businesses Look for in Endorsers Positive, charismatic, and trustworthy image Known by many or most consumers Career is in progress (not retired) Presents few risks Believable relationship with product Speaking ability, personal appearance, and educational background not as important, as these can be remedied with a voice coach and wardrobe assistant