How to choose the right Athlete to Endorse your Brand

A savvy athlete today command: huge endorsement and sponsorship deals.

This article talks about British tennis Star ANDY MURRAY, who despite his loss in Australian Grand Slam Final- third unsuccessful attempt to win a major tennis tournament, be able to find the right brand?

Among the top 50 highest earning American athletes of 2010, it was revealed that Phil Mickelson, the golfer pocketed $52 M in endorsements.

Sports athlete & celebrities draw huge attention from corporate sponsors and media as they appeal to different demographics. An athlete actually who endorse a product can transform a brand (change its positioning)

Ø Initially what endorsement does: creates exposure of brand, association to recognization consideration, favourability, loyalty.

Ø Its perceived that consumers purchase athlete endorsed product based on bundle of perceived benefit which include knowledge of sport, entertainment, nostalgia, affiliation.

Who would you choose to endorse your product? What attributes do brands look for in an athlete?

In successful product endorsement, athlete does so much more than sell the product. The athlete is symbolized as “human brand”.

There are two types of attributes that a brand looks in an athlete:

1 On field Attributes 2 Off field Attributes

On field Attribute:

1 Performance Quality 2 Winning record 3 Skill 4 Style 5 Potential

Eg>1 Performance quality and winning record: Why champion player Michael Jordan was associated with Nike & was so successful (because endorsers want him to be successful and also if he wins then brand gets good image)

2 Potential: Maria Sharapova signed endorsements with Nike & Prince rackets at 11 & 14 years respectively. At 17, she won her first major title & become no. 1 , thus gave positive returns to brands at young age .

3 Style & skills : Adidas & NZ player (Rugby) and also professional boxer Sonny Bill Williams was endorser of adidas, he was in the controversy & defecting list. As Nz is going to host the rugby World Cup on 9 September, he is seen as a sensation so Adidas added them to the group of global athletes like Beckham, Messi.

Off field Attribute:

1 Personality 2 Physical Attractiveness 3 Unique Personal Background 4 Role Model 5 Relationship with fans

Eg> 1 Unique personal background: Nike stood by Tiger Woods, even after his extra marital affair, from lost deals with AT & T, Gatorade, Accenture is the biggest earner in product endorsement ($ 170 M)

2 Personality: David Beckham has personality, the looks & a strong relationship with fans which appeals strongly to brands and products. He earns $ 43.7 M ( from product endorsement ) despite of low on field attributes.

3 Physical Attravtiveness: Anna Kournikova – the highly successful sports loser. Despite never winning WTA tournament, he earned $ 10 M a year in 2002.

Sponsors: Lycos, Omega, Watches, Berlie Lingerie, Adidas & Yonex

David schwab ( Octagon ) commented:

“She’s a great tennis player, has great look, and has global appeal. Those are combination of characteristics companies look for when they partner with athletes”

Even if Andy Murray wins British Grand Slam Tennis once after Fred Perry back in 1936, he will become winner in global sports and will do big endorsements.

So for becoming a hot property : “Winning Record” & “Performance Quality”

How to choose the right Athlete to Endorse your Brand

A savvy athlete today command: huge endorsement and sponsorship deals.

This article talks about British tennis Star ANDY MURRAY, who despite his loss in Australian Grand Slam Final- third unsuccessful attempt to win a major tennis tournament, be able to find the right brand?

Among the top 50 highest earning American athletes of 2010, it was revealed that Phil Mickelson, the golfer pocketed $52 M in endorsements.

Sports athlete & celebrities draw huge attention from corporate sponsors and media as they appeal to different demographics. An athlete actually who endorse a product can transform a brand (change its positioning)

Ø Initially what endorsement does: creates exposure of brand, association to recognization consideration, favourability, loyalty.

Ø Its perceived that consumers purchase athlete endorsed product based on bundle of perceived benefit which include knowledge of sport, entertainment, nostalgia, affiliation.

Who would you choose to endorse your product? What attributes do brands look for in an athlete?

In successful product endorsement, athlete does so much more than sell the product. The athlete is symbolized as “human brand”.

There are two types of attributes that a brand looks in an athlete:

1 On field Attributes 2 Off field Attributes

On field Attribute:

1 Performance Quality 2 Winning record 3 Skill 4 Style 5 Potential

Eg>1 Performance quality and winning record: Why champion player Michael Jordan was associated with Nike & was so successful (because endorsers want him to be successful and also if he wins then brand gets good image)

2 Potential: Maria Sharapova signed endorsements with Nike & Prince rackets at 11 & 14 years respectively. At 17, she won her first major title & become no. 1 , thus gave positive returns to brands at young age .

3 Style & skills : Adidas & NZ player (Rugby) and also professional boxer Sonny Bill Williams was endorser of adidas, he was in the controversy & defecting list. As Nz is going to host the rugby World Cup on 9 September, he is seen as a sensation so Adidas added them to the group of global athletes like Beckham, Messi.

Off field Attribute:

1 Personality 2 Physical Attractiveness 3 Unique Personal Background 4 Role Model 5 Relationship with fans

Eg> 1 Unique personal background: Nike stood by Tiger Woods, even after his extra marital affair, from lost deals with AT & T, Gatorade, Accenture is the biggest earner in product endorsement ($ 170 M)

2 Personality: David Beckham has personality, the looks & a strong relationship with fans which appeals strongly to brands and products. He earns $ 43.7 M ( from product endorsement ) despite of low on field attributes.

3 Physical Attravtiveness: Anna Kournikova – the highly successful sports loser. Despite never winning WTA tournament, he earned $ 10 M a year in 2002.

Sponsors: Lycos, Omega, Watches, Berlie Lingerie, Adidas & Yonex

David schwab ( Octagon ) commented:

“She’s a great tennis player, has great look, and has global appeal. Those are combination of characteristics companies look for when they partner with athletes”

Even if Andy Murray wins British Grand Slam Tennis once after Fred Perry back in 1936, he will become winner in global sports and will do big endorsements.

So for becoming a hot property : “Winning Record” & “Performance Quality”