Brand Ambassadors : A Brand Ambassador

2506 WordsMay 16, 201511 Pages
Introduction The concept of using celebrities as brand ambassadors dates back to the 1940s, where movie stars were used to promote various products such as cigarettes, banks, clothing lines, food products etc. (Creswell, 2008). The following decades would see the sport industry explode and become the worldwide, commercial and profitable business it is today. Athletes like Michael Jordan and Tiger Woods exemplify the brand ambassador concept in sport, earning more from endorsement deals and sponsors than from actual sport earnings (Creswell, 2008). As a brand ambassador, the athlete is responsible for ensuring that the message and values of the brand and company are communicated effectively, positively and consistently to all customers ( The key element of athlete brand ambassadors lies in their professional performances and image, as well as their ability to use promotional strategies that will strengthen the customer-product relationship, thus increasing the consumer market (Sweeney, 2002). The concept of a sports agent can be traced back to 1925 when NFL hall of famer, Red Grange, hired an agent to negotiate his professional contract with the Chicago Bears (Glover, 2009). Nowadays, most athletes debuting their professional careers will sign up with an agency or individual agent in order to promote their image and maximise potential earnings; which essentially is a key objective for many businesses. With the continuous commercialism of the sport

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