Endorsement Marketing: What Works & Why?

Endorsement Marketing: What Works & Why?

It’s no secret that athletes have become the standard in the brand marketing game.  Almost every product has a celebrity face to it, especially when today’s world puts so much value in their support.  While using an athlete as the face of a brand does not seem difficult, determining how to market athletes is where a lot of a brands fall short.  When it comes to any kind of endorsements, there are three key theories that determine a campaign’s success.

1. Source Credibility

2. Source Attractiveness

3. Product Matchups

Each one of these components attempts to secure the target audience and bolster a company’s consumer recognition.  In terms of source credibility, it combines a sense of expertise with trust.  The athlete chosen to be the spokesperson requires some amount of sincerity and authority for the consumer to actually buy it – literally and figuratively.  Audiences are not as susceptible to insincerity as once believed. 

Attractiveness supports any credibility and can almost make up for a slight lacking in it.  This, of course, does not mean you forgo any credibility for the allure of a professional athlete – as you will see in the failing examples below.  Each of these theories works together to support the campaign, and require a delicate balance.  Attractiveness acts as the likability factor -- the familiarity -- that consumers look for to make a connection with the endorser.

Finally, and most importantly, the product needs to match with the established brand of the athlete.  A product should fit into the overall plan of the athlete’s marketing as an extension, not just a move for more money.  Consumer reactions are all based on a connection with their heroes, and anything that does not help to create that image will fall flat.

So what are some of the worst endorsements we’ve seen? Here are three examples of marketing gone wrong:

Michael Jordan’s Slam Bowling Ball – It’s hard to knock Michael Jordan in any category as he has created one of the most recognizable brands in sports, but this venture did not go over well.  His AMF basketball-styled bowling ball debuted in 1998.  While he teamed up with an official bowling company, the ball was grooved, like a basketball, and did not meet regulations.  Not only was it unusable, the market for the product was small.  His parlay into baseball didn’t meet expectations, so why would his bowling?

Kellogg’s Partnership with Michael Phelps – Kellogg is known as a family brand and choosing an Olympic athlete to grace the cover of your cereal box seems like a good choice – until the marijuana scandal accompanied by the previous DUI case in 2004. This proves it is important to take the products demographic into consideration – mothers and fathers buying for their children.   A “bad boy” image just won’t work.

Joe Montana’s Sketchers “Shape-ups” – This one just seems out of left field.  A former football great endorsing ugly toning sneakers just screams it was all about the contract, not the product.  Random placement will not automatically create credibility and a star endorser may not do anything for your product if not supported by the other components.


-Mia

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Media And Women's Basketball

Media And Women's Basketball

When assessing the pulse of the fan, the theme in Women’s Basketball is consistent: it’s overlooked.  This sport is one of the few that doesn’t get the media coverage it deserves.  Talk ‘N’ Ticker gets it, and more importantly we agree.  Since its inception in 1996 and the first game in 1997, there have been significant developments in terms of women’s and girls’ basketball activities and it’s time that they be recognized. Thirteen years of strong history has laid the groundwork for a major change.

This is where ASI’s client, Inside Women’s Basketball is making strides to change the game.  Not only do they publish a quarterly digital magazine, but they have effectively kept their readers engaged and updated in the “other” world of basketball through social media. 

By telling the history and actively providing coverage of high school, college and WNBA communities, Inside Women’s Basketball has gained the love, respect, and appreciation of true fans.  In order to continue to do so, ASI’s partnership is assisting in cultivating sponsorships and ad placements throughout the digital magazine.

In August, the New York Times published an article describing the dedication of former players to the WNBA.  According to the article, “These women are survivors, pioneers who had to seek out a game.” Just as the players and executives are passionate about bringing the game to a wider fan base, the fans have a responsibility to seek out coverage of the sport and the people that bring life to women’s basketball. 


-Andrea

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Recession Spending in Sports

Recession Spending in Sports

In these tough economic times, it is interesting to see how the sports industry stays afloat. Even though the sports industry is among the most lucrative, it would be reasonable to assume that it has not been immune to the current economic slump.

The reality is that innovators in this field are finding continued success by developing creative ways to boost their clubs or capitalize on audience needs.

One the most prominently endorsed sports is NASCAR.  It is one of the few sports where the drivers actually wear their sponsorships and their equipment is plastered with logos as well (The fictional character Ricky Bobby’s Fig Newton’s fiasco comes to mind).  They might be considerable risk in touting sponsors so openly, but NASCAR seems to be holding on to its lucrative deals, and even developing new ones.


Their secret? A passionate and loyal fanbase.  

NASCAR marketing officials are trying to provide companies with more bang for their buck by  zeroing in on certain demographic groups, and by asking their drivers to promote in ways beyond wearing their brand. Sponsors are seeing opportunity, and NASCAR is willing to work with them to provide the best return.  Of course, a receptive client is the best client. 


The English Premier League finds itself on the upswing as well.  Like NASCAR, the EPL directly and prominently features their sponsors on their players, and this practice alone generates the greatest percentage of revenue. Overall, the EPL has raked in £99.75 million – a significant jump from £71.8 mil last year.  Larger clubs like Manchester United are bringing on deals around the £20 mil mark, but what to do about lesser powers? 

This is where creativity is coming in: Clubs are penning deals that provide multiple sponsors within a season. For example, Tottenham signed with Autonomy for domestic games, and provided another sponsor for Cup games. By utilizing two companies, they are essentially doubling their revenue. Finding shorter deals may bring in lesser cash at first, but this practice allows teams to raise their profile quickly and create more branding relationships.

Back in the States, drawing on the loyalty and passion of fans seems to be paying off as well.

Recently Rivals High posted an article about a Texas high school providing its football team with a $59.6 million dollar stadium.  Yes, you read correctly.  The Allen High School football team has provided its community with great success, including the 5A-1 State title in 2008, but very little seating for its fans. In fact, non-students have to wait in line for tickets starting Monday morning to see the Friday night action.

Allen High's football Coach Tom Westerberg thinks the timing for this type of investment is perfect and will result in a higher profile for the team, more people in the stands, playoff opportunities and community events.

"The old Eagle Stadium was very good to us but just got too small," Westerberg said. "We hope the new field will continue to be a home-field advantage for us."

Seems like everything is bigger in Texas, including opportunities.


~Mia

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