1. Looking at the different types of
Endorsements

2. 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

3. Examples

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

5. Examples

6. 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.

7. Examples

8. 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.

9. Examples
The good
The bad