Effects of Sports Stars in Advertising

1250 WordsJul 5, 20085 Pages
Given the increasing popularity of sports in all of the world, sport has become a very dominate theme in advertising. Sports stars are seen as idols and almost like super heroes to young kids in the American society. Many brand owners corporate with sports stars to promote the sales of almost any kind of products, even if they have no apparent relationship with sports. “In the beginning, no one was giving us a chance,” said Rich Paul, a childhood friend of the NBA’s biggest star, LeBron James, “but it’s a new day. Sports marketing in 2006 is different, athletes are different and the way people perceive athletes is different” (Thomaselli) The theme of passion and vitality is essentially attractive to youth, who is impressed by famous…show more content…
“The Olympic Games and Coca-Cola both connect people in a positive, inspiring way. In our new commercial, LeBron and Yao will come together not as competitors, but as individuals to show how the Olympic Games and Coca-Cola truly unite cultures and people.” (Business Wire, Aug 7, 2007) In this hot event the athletes are not just representing an individual or any idolatry; they do represent their countries and culture using the common feeling to sports that can be perceived by people wherever in the world. This high stepped idea makes people feel ever better to Coca-cola, which has already been the dominant brand in the soft drinks industry. Also, some sports stars create their own brands and advertise them just using the fame of their own names. As we all know, Michael Jordan has his own shoes, which established in the 90’s. An article in Advertising Age published 7 years ago said: “Perhaps the most ongoing of Mr. Jordan's marketing efforts is Nike's Jordan Brand, created two years ago. Last year, the separate Nike division grew to $300 million, and Mr. Jordan says he wants to increase revenue to $1 billion soon” (Friedman). Time passing, Jordan is not the only one who dominate
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