In order for any business or discourse to grow among the greater part of the population, marketing strategies are very important. These strategies benefit the business and organizations by providing a structured approach to make the goals and the objectives of the company clear to the target audience.

Athlete endorsement refers to special marketing strategies which sports companies use to publicize their products or business by using the name, image or even likeness of athletes. Various companies and business organizations reach out to successful athletes to recommend their product that simultaneously increases the popularity of the athlete, as well as the authenticity of the product or the business which the athlete is promoting.

There are specific ways in which the image and personality of an athlete affects the perception of the brand and its promotion among the target audience, and these ways range from psychology, sociology, marketing, to economics.

Photo Source: FasterCapital 

There are multiple facets to the ways in which athlete endorsement and marketing benefit both the athlete and the brand/business organization simultaneously. The benefits of clubbing athletic endorsement with marketing strategies can be summed up as follows:

• Social Proof: It is common human psychology to invest in products and services that are endorsed by athletes of great repute, because the image of the athlete associated with the product or the business drives the preference of the customers and influence their decision to make purchases. This also leads to make the brand trustworthy and credible among the target audience.
• Exposure: The athlete’s face value adds more exposure to the product/business because the product, being advocated by an athlete of great repute, their large fan following also tend to learn about it.
• Loyalty: Endorsement of an athlete promotes brand loyalty. Fans are more likely to stay loyal to the brand/product, as their favourite star athlete is promoting it.
• Cross-Promotion Opportunities: This is perhaps the most important benefit of clubbing athlete endorsement and marketing, as this tie up or collaboration between the athlete and the business organization both put collaborative marketing efforts to reach out to the mutual audience base. The marketing strategy and the marketing message of the company is thus amplified to a larger audience, and even highlights the journey of the athlete, that promotes his popularity.
• Authenticity: The marketing strategy is always made to align with the athlete’s personal belief, and thus enhances building connections with a larger mass of people globally.

However, there are certain negative aspects of applying athlete endorsement as a marketing strategy for promoting a brand/product. At times, athletes, although famous and successful in their domain for the game they play, are human beings, and might be subject to some scandal or controversy as a result of the association with a particular brand/business organization. This can adversely affect their public image. Moreover, if the athlete loses his or her popularity by getting into any scandal, it is difficult for the brand as well not to stay away for the negative effects of this, as the athlete was the face of its brand.

The meaning of athlete endorsements and their marketability lies in the strategic partnership between athletes and brands to create mutually beneficial relationships. For athletes, endorsements can provide significant income and enhance their personal brand. For companies, these endorsements can drive sales, build brand loyalty, and create a competitive edge in the market. In summary, the science behind athlete endorsements combines various disciplines to understand how athletes can effectively influence consumer behavior and enhance brand marketability through their personal brand and public image.

Featured Image Copyright: Sports Business Journal.