Marketing Decoded

The world’s most lovable athlete, who knocked us all out with his sprinting ability and personality in Beijing, has finally signed an athletic wear endorsement deal with his longtime supporter, Puma. What’s notable about this deal is that it’s the biggest deal in athletics history. Say again! The biggest deal ever! Details haven’t been released but this one echoes another fave’s, Ronaldo’s $32.5 million 4 year deal with Nike.
Bolt has been compared to David Beckham as one of the most marketable athletic stars. Many athletes can connect on the performance side of their sport. Bolt connects with fans in a unique way. Marketing and endorsement gold.The world’s most lovable athlete, who knocked us all out with his sprinting ability and personality in Beijing, has finally signed an athletic wear endorsement deal with his longtime supporter, Puma. What’s notable about this deal is that it’s the biggest deal in athletics history. Say again! The biggest deal ever! Details haven’t been released but this one echoes another fave’s, Ronaldo’s $32.5 million 4 year deal with Nike.
Bolt has been compared to David Beckham as one of the most marketable athletic stars. Many athletes can connect on the performance side of their sport. Bolt connects with fans in a unique way. Marketing and endorsement gold.
An interesting marketing question to consider is why do celebrity athletes command higher endorsement fees than actors, singers or musicians? Sports is the only arena in which the performance is unscripted and the day’s play spontaneous. Athletes gives us an opportunity to cheer and live our own best sports day vicariously through their performances. This is a quality that ad writers can’t create. Sports offers us the chance of failure, elation and memories. Remember Crosby’s Olympics goal. Where were you? What were you doing? Because of this, we’re willing to buy the golf clubs, sports drinks, even pain relievers, these demigods shill more than those endorsed by the latest movie star.

An interesting marketing question to consider is why do celebrity athletes command higher endorsement fees than actors, singers or musicians? Sports is the only arena in which the performance is unscripted and the day’s play spontaneous. Athletes gives us an opportunity to cheer and live our own best sports day vicariously through their performances. This is a quality that ad writers can’t create. Sports offers us the chance of failure, elation and memories. Remember Crosby’s Olympics goal. Where were you? What were you doing? Because of this, we’re willing to buy the golf clubs, sports drinks, even pain relievers, these demigods shill more than those endorsed by the latest movie star.