Looking at the different types of Endorsements

Association No direct relationship between the product and the athlete. Company believes the association will help sell the product Choose athletes who will hopefully project a positive image for their products

Examples

Demographic Match Company chooses a sports figure who matches the demographic profile of its customer base.

Examples

Successful Careers Company chooses a sports figure because of their winning record and attitude. Promising players also attract endorsement deals. Some celebrity’s are so outstanding that companies create product lines using a celebrity’s name.

Examples

Image Endorsements sell products when the endorser has a positive image and is popular. Sports endorsers must be role models in the public eye. Personal lives are a part of the image they project.

Examples The good The bad