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Celebrity Endorsement In Advertising

Author

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  • Vlad ROSCA

    (Academy of Economic Studies, Bucharest)

Abstract

Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for professional athletes. By acting as ambassadors for their sponsors and by cedeing them the image usage rights, tennis players earn a lot. But, through the image association with the athlete, the sponsor also wins, by adding value to his image capital. This papers researches the particularities of tennis endorsements using the case of Roger Federer, one of the best tennis players in history and one of the best business partners in the world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners sponsor him yearly. The most interesting of these partnerships are presented in this paper.

Suggested Citation

  • Vlad ROSCA, 2010. "Celebrity Endorsement In Advertising," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 365-372, November.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:2:p:365-372
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    More about this item

    Keywords

    celebrity endorsement; sponsoring; sports marketing; tennis;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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