Endorsement of Athletes

Topics: LPGA, Golf, Paula Creamer Pages: 4 (1187 words) Published: May 9, 2012

Corporate Sponsors Satisfying Their Marketing Objectives by Endorsing Professional Athletes

American Public University System


Corporate Sponsors Satisfying Their Marketing Objectives by Endorsing Professional Athletes

Companies pursue the endorsement of professional athletes to increase sales and enhance its product image, which are ultimately the marketing objectives of the company. This strategy pays off in sales, as the endorsed athlete uses and promotes products such as golf balls, tennis racquets, shoes, gloves, cars and even shampoo during competitive play or as a spokesperson of the company. Companies choose to endorse athletes as an effective way to increase awareness of a product or brand and to continue to be a world leader in their industry. Professional athletes are given lucrative deals to promote a certain brand or product and get compensated in a fee or in-kind products. Roger Federer, Troy Polamalu and Paula Creamer are all endorsed by companies to promote their product or brand during competition or as a spokesperson.

Tennis star, Roger Federer signed a lifetime deal with Wilson Sporting Goods in 2006 for rackets, string, tennis balls and tennis accessories. At the time of the agreement with Wilson, Federer was the number one ranked tennis player on the ATP Tour and he has been using Wilson rackets since he started playing tennis. Wilson considers itself as being number one in tennis equipment and by signing Federer to a lifetime deal expresses that they are serious in their marketing objective as being the leader in their industry. Wilson could not have asked for a better person on the court to endorse their products as Federer has 16 Grand Slam titles, 63 singles titles, 8 doubles titles and has held the number one ranking for a total of 285 weeks. Federer states on his...

References: Culligan, A. (2011October 11). Life-Sized, Wax “Legendaryous Troy” Makes His Way to a
City Near You this NFL Season
Gilbert, S.J. (2007 October 29). Marketing Maria: Managing the Athlete Endorsement.
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