An Exploratory Study on the Use of Sports Celebrities in Advertising: A Content Analysis

Abstract

While sports, and especially the viewing of professional sporting events, plays an increasingly vital role in the lives of sport fans around the world, the sometimes well publicized off-the-field antics of many of today's elite professional athletes may make this group less attractive to firms searching for the celebrity endorser best suited to the firm's brand image. Using content analysis, the authors investigate whether current athlete endorsements have declined in relation to the previous decade, by analyzing the ad content of Sports Illustrated ads appearing over two six-year time periods. Analysis, conclusions, and implications for marketing future star athletes are provided.