Sports and Advertisements

Sports and Advertisements

Introduction

Sports and advertisements, the biggest and exponentially growing market of today's world. Experts believe that the advertising industry is bringing sports people, those who use their products to become spokespersons for the products they use. It usually includes a highly skilled athlete who also happens to be a celebrity. Players are at the helm of today's media. They enjoy the status at levels equal to the movie celebrities. However, many idolized them around the world. They are projected around the world for through media. Advertising is a major part of the media. Brands make use of the fans love for their favorite athletes to promote their products. Athletes are used, as brand ambassadors, to promote different products of different companies. This includes doing ads, using the products in the field and giving testimonials about products. The athletes earn a major part of their income thanks to these products. In return, the brands get to be reached the audience through the stars and create an image for products. Famous athletes doing product endorsements include Michael Jordan, Tiger Woods and Roger Federer. These sports brands pay a considerable amount to the athletes to use and endorse their products. So the most popular of the sports celebrities have a great amount of importance to the brands and companies that make sports products. Companies such as Nike endorse all kinds of players from the No. 1 players in the world. To those who are not so famous worldwide; however, more known in their own levels.

Discussion

The use of athletes for their products is very common and popular in the industry to sell products. However, it still needs to be seen how these products and endorsements make an impact on the fans that these endorsers have. It is been seen that out the many products that these athletes endorse for the brands that make these, only 20% of them work as they were expected by the advertising agencies. Hence, it is been noticed that these endorsements do not connect with the public or the target area as well as they should do. The cause may very well be the reason that the advertiser or the product being used or the athlete who is using the product does not go well with the area that is being targeted by the advertisers for the product. Basically, an endorsement by a celebrity is supposed to link the athlete and his fans emotionally. The job of the endorsement is that the impact that the celebrity has on the people should be brought on to the product that is been advertised in that scenario (Craig,2004). For, example, when someone would buy the same product, it would make him feel like he is the same, as the player he adores. This feeling of oneness reaches a new level when the player is of the same region as the fan. Hence, it gives advertisers a reason to employ same athletes for the new product in a region is ...