A Companies Biggest
Marketing Asset: Athletes
When your son, daughter, or friend buys a product, it most
likely is related to an athlete in a way. Athletes in the United States bring
in millions of dollars in revenue for a multitude of companies. People want to
be just as cool as the world’s greatest athletes. When basketball players wear Kobe sneakers,
they feel they can play as good as Kobe Bryant, while looking as good as him as
well.
As companies sign major athletes to endorse products,
consumers from the corners of the earth buy the endorsed items. For example,
Arnold Palmer’s name has changed the way you drink iced tea. The drink ‘Arnold
Palmer’ has been a hit and has brought in a lot of money for Lipton, not only
for its taste, but because Arnold Palmer is a sports icon. Although Arnold
Palmer has been known for his specialty drink, there are many more things he
had endorsed in his lifetime. One of which was with an airline company. It not
only allowed for the airline to excel, but created competition among other
airlines. After that deal, he signed an endorsement with a hotel, to again
create other hotels to compete with pricing.
This has been a reoccurring loop for many different companies today, and
has allowed for marketing to become a major key in how well products are
perceived. Athletes today, in my eyes, are a company’s biggest marketing asset.
If you see an athlete endorsing an item, does it make you
want to buy it more?
Do you think that athletes dominate the marketing and
endorsement world? Why or why not?
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