The world of sports endorsements

Athletic endorsements have an allure that other industries don’t have; fans feel connected to players and their successes through their endorsed products. This makes the field extremely lucrative, raking in millions of dollars for athletes and even more for endorsing companies.

Lebron James / Serenity Forbes / Flikr.com

Adding an athlete's name to a product instantly draws fans to buy it. Fans look up to these athletes in one way or another, so these products make them feel connected to their heroes. Consider the popularity of Lebron James’ basketball shoes; not only is he a great player on the court, but he’s also a role model to many aspiring athletes. In 2012 Lebron's shoes earned Nike $300 million which was a 50% increase from 2011.

“There’s an emotional connection that fans make when they see their sport heroes endorsing a line of shoes,” Robert Passikoff said in a 2013 Forbes article. “It’s something that they both physically and emotionally identify with. Maybe they even think in their heart of hearts that the equipment will help them play a bit better.”

Both the brand and athlete benefit from these endorsements. When professional athletes are endorsed they increase the brand equity, or how well known the brand is. Popular athletes can expand the prestige of a brand because of how idolized and highly valued they are, in return athletes get to remain in the center of attention on and off the court.

Not only can athletes increase the brand’s equity, but they also get endorsed when their public image aligns with the values of a company. When athletes mess up their public image, they often lose lucrative endorsement deals. One example is Michael Phelps losing Kellogg’s endorsement. They cut ties with him after he was caught smoking an illegal substance.

"We decided to send a strong message to Michael because he disappointed so many people, particularly the hundreds of thousands of USA Swimming member kids who look up to him as a role model and hero," the Kellogg's organization said in a 2009 NYTimes.com article.  

 Brands ride on the skill and image of popular players to make millions. It seems that this trend will continue due to the ever present reverence for athletes; however, some think with the influx of social media, athletes will become even more popular. In the future, athletic endorsements may increase dramatically because of greater fan to player connectivity.

By: Daniella Smith & Austin Carvey