Endorsements Sports Marketing

Endorsement A partnership between an athlete or entertainer and a company in which the athlete or entertainer receives compensation in return for their support and approval of a company product or service The celebrity agrees to allow the company to use his or her likeness to promote company goods and services

Endorsement Characteristics What characteristics among celebrities do sports and entertainment marketers look for? Success and high levels of performance Media Following Work Ethic Personality Traits

Endorsement Effects Sales Studies have shown that celebrity endorsements can be extremely effective in helping a company drive sales of its products or services.

Tiger Woods 2016 Endorsement Earnings $45.5M The 14-time major winner turned 41 in December 2016 and is feeling his mortality on the golf course, playing only 18 events since the start 2014 and making just six cuts. Woods built a fortune on endorsements with the likes of AT&T, Buick, Nike and Gatorade.  All of those companies have left him, but Nike remains--and pays him more than $20 million a year. Other current partners include Hero MotoCorp, Kowa, Rolex and Upper Deck. 2013 earned $65 Million in endorsements

Tiger Woods Scandal In the wake of Tiger Woods’ scandal in 2010, he reportedly lost over $22 million in endorsement deals In 2011, he lost another major endorsement deal when TAG Heuer decided to part ways.

Nike Golf In 2000, Nike Golf signed Tiger Woods to play its golf ball. By 2005, Nike Golf enjoyed revenue growth of an astounding 24 percent per year.

Taylor Swift 2016 Endorsement Earnings $111M MUSIC, Age 27: Swift had the biggest year of her career, earning $170 million thanks mostly to her 1989 World Tour, which grossed a quarter of a billion dollars. Also adding millions to her bottom line: endorsements with Cover Girl, Keds, Diet Coke and Apple, as well as hefty recorded music and publishing totals.

LeBron James 2016 Endorsement Earnings $42M SPORTS: Age 32 - James made our list in 2014 just after winning back- to-back NBA championships in Miami. He's since earned three All-Star honors, gone to two NBA Finals and cemented his place as one of the all-time greats by leading the Cavaliers to overcome a 3-1 series deficit and win Cleveland's first pro sports championship in over 50 years

Jordan Spieth Endorsement Earnings $50M Golf's golden boy had a massive 2015 where he won two major titles, including a record-tying -18 at the Masters, and became the youngest U.S. Open champion. Spieth captured the FedEx Cup and its $10 million bonus in the fall. The wins and No. 1 world ranking triggered lucrative bonuses from partners like Under Armour, AT&T, Rolex and Titleist

David Beckham Endorsement Earnings $42M Endorsements from sponsors including Adidas, Coty, H&M, Sainsbury's, Samsung and his newest partner, Breitling Beckham will be busy in retirement. He signed a multi- year deal to become an ambassador for the Chinese Super League, a role which will see him make trips to the country and play an exhibition game. He also plans to buy an MLS team, a contractual right he was granted when he joined the league in 2007. Beckham announced his retirement from soccer after a five-month stay at Paris Saint- Germain, where Becks won his tenth league title to put a bow on his decorated 21-year career. Beckham donated his $5.3 million salary at PSG to a children's charity.

George Foreman Given the incredible sales success of his branded grills, George Foreman now sorts through as many as 20 endorsement offers per week

Project Lab Read David Beckham 2008 Case Study Complete Internet Activity