Peer Reviewed Journal: Sports Marketing

Pages: 2 (543 words)  ·  Bibliography Sources: 1  ·  Level: College Senior  ·  Topic: Sports  ·  Buy This Paper

Sports Marketing

Evaluating the Match-Up Effect and Athlete Endorsers

For Sport and Non-Sport Brands

In the peer-reviewed article "To Catch a Tiger or Let Him Go: The Match-Up Effect and Athlete Endorsers for Sport and Non-Sport Brands" the authors cite and through empirically-derived research, clarify analysis of the fit between products and celebrity vs. non-celebrity endorsers. The first study is based on the hypothesis that a sport celebrity will be more effective promoting a sport brand, with the majority of benefit being to the celebrities image and name awareness. The second study matched an anonymous model that is identified as an athlete with a sport and non-sport brand. In this second test, the anonymous model that is positioned as an athlete is more effective promoting sports over non-sport brands (Koernig, Boyd, 25, 26).

Assessing the Effectiveness of Sports Celebrity Endorsements

From the $90 million in contracts LeBron James signed with Nike and Upper Deck before even entering the NBA to the $105 million Tiger Woods received from Buick alone, celebrity endorsements have been shown to gain and hold consumer attention, enhance message recall and increase the credibility of ad and product messages (Koernig, Boyd, 27). With the current economic conditions forcing many companies to re-evaluate these large endorsement deals with athletes, there has been new focus on the "match-up hypothesis" of pairing athletes from a given sport with brands from theirs and related sports vs. brands unrelated to sports at all. The authors contend that balance theory (Koernig, Boyd, 27) between the endorser, the brand and the target audience all must be in alignment for the endorsement strategy to be effective.… [END OF PREVIEW]

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Sports Marketing.  (2010, October 26).  Retrieved August 18, 2019, from https://www.essaytown.com/subjects/paper/sports-marketing/64143

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"Sports Marketing."  Essaytown.com.  October 26, 2010.  Accessed August 18, 2019.
https://www.essaytown.com/subjects/paper/sports-marketing/64143.