The sport celebrity endorsement in promotion of products and services

Abstract

Celebrity endorsement which includes promotion with engagement of famous athlete is different from other promotional campaigns; the only similarity is in a strong, effective way that defines purchase. The purpose of this paper is to explain how achievements in sports (tennis) influence the formation of opinions, attitudes, and habits of individuals. The work is of theoretical and empirical character and consists of three parts. The first part explains theoretical aspects; and in the second part of the methodology necessary for process analysis and obtaining research results that may have practical application in marketing through the transformation of sports results in tangible value. The third part sublimated research results as the basis for discussions and presentation of the conclusions that have been reached in the study. Case studies refer to sports, athletes, tennis players, as well as the creators of the sports experience, and their impact on the target groups that can be commercially exploited. In particular, it explored the impact of individual characteristics of Fame players via variable: experience, intelligence, professionalism and other personal qualities, as well as engagement and activities outside the scope of professional tennis.

Keywords

• sports marketing
• celebrity endorsement
• tennis