Running head: ATHLETE ENDORSEMENTS
Endorsements are persuasive and influence consumer buying decisions. This explains
why brands spend much on athlete or celebrity endorsements based of the returns they project.
Marketing agencies, therefore, believe that consumers notice and remember products that
athletes or celebrities endorse. According to Martin and Bush (2004), sales of brands and
products rise and fall between the times that the athlete or the celebrity is using or endorsing the
product. For most of the athletes, endorsements pay them more than what they actually do.
Various athletes have endorsed brands for organisations and earned more money from the
endorsements than the activities they engage in. Such include Tiger Woods, Lebron James and
Tiger Woods is a renowned golfer who has endorsed various brands for companies.
These organisations include Nike, Rolex, Fuse Science, Upper Deck alongside others. The
longest endorsement that he has ever done is one with Nike. Through endorsements, the golfer
has earned 65 million dollars as opposed to the 13 million dollars of his golf tours. Woods
endorses products majorly by signing endorsement contracts with the companies while the
companies act as sponsors (Fizel, McNeil & Smaby, 2008). For instance, the Nike example
stipulates that their move to endorse their brand through Tiger Woods was a sound investment.
The amount that Nike pays Tiger Woods to support their products remains undisclosed.
Social media marketing has taken over any other form of marketing. Athletes have
influential accounts and profiles on social media. Tiger Woods has a great command of social
media. This is evident in the reactions he received on social media regarding his e...