Brandon Kirkbride Article

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Presentation transcript:

Brandon Kirkbride Article Marketing Superstars Brandon Kirkbride Article

The Faces of Sponsored Superstars

Marketing People What companies market sport stars Is marketing sports stars profitable How much do the stars make What are some problems

Companies

How much?$? 100% of Fortune 500 companies sponsor some type of high profile sporting event Nike 125 million deal with Lebron James 90 million to Tiger Woods In 1997 47 million to Michael Jordan

Problems with People Jason Giambi: 40% of public have a negative view. Only 18% positive Nike and Pepsi dropped his sponsorship Maria Sharapova: 22% Negative 14% positive Has small sponsorships from Nike and others Kobe Bryant: Lost Deals from McDonalds and Ferrero’s after rape ordeal Nike, Upper Deck, Coca-Cola expressed interest in terminating contracts

Then Why? Survey of fans show that most have more negative than positive view of typical sports "hero." --CNN

Questions When athletes use steroids or commit a crime, does it reflect poorly on the company sponsoring them? Would it stop you from purchasing their products