Tuesday, April 20, 2010

Back In The Game: How Much Else Should You Ask An Athlete For?

Tiger Woods is back doing what he does best: playing golf. Is that good enough? How much should we expect of an athlete endorsing our brand?
Some of Tiger Woods' sponsors have chosen to focus more narrowly on Woods' athleticism, such as EA Sports or Nike. These brands have continued their relationship with him after his extramarital affairs became public. Other marketers such as P&G and Accenture seem to have felt that Tiger's tumultuous private life made him unfit as a broader spokesperson for their brands' values and, consequently, dropped or de-emphasized their sponsorship relationship.

Our research framework called Cebra -- the Celebrity Brand Connection -- helps marketers assess the attractiveness of specific celebrities, such as movie stars or athletes, as endorsers for their brands. The research looks at three criteria, three times per year:

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