Athletes’ endorsements may carry more risk than reward
The off-field escapades of on-field stars can tarnish your brand. Here’s the case for spending your budget elsewhere.
NFL star Antonio Brown is the most recent celebrity endorser athlete accused of “unsportsmanlike conduct,” as is reported in a Sports Illustrated article. The accusations against Brown range from rape to failure to pay bills.
Included in the article were some of Brown’s national endorsement sponsors. Unhappy they were, I’m sure.
That’s why the “athlete of the moment” is not always the best choice for an endorsement.
There are obvious reasons to avoid using sports stars as publicity generators:
Celebrity endorsers aren’t only pricey; they’re risky. Before you take the plunge and suggest an international, national or even a local celebrity, ask yourself:
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