Location
Bunch Library Multimedia Hall
Start Date
3-4-2019 4:30 PM
End Date
3-4-2019 4:45 PM
Publication Date
4-3-2019
Description
Researchers have touted the benefits of using celebrities in advertising as a way to break through marketing clutter and create positive associations with a brand. Although many of today’s male celebrity athletes profit greatly from this form of promotion, advertisers have been far less generous in extending these same opportunities to female celebrity athletes. This presentation utilizes classic endorsement theories and models to examine the obstacles faced by celebrity sportswomen. Suggestions are provided to encourage marketers to rethink how they can fully utilize female celebrity athletes to create significant change to this important aspect of the business of women’s sport.
Recommended Citation
Peetz, Ted, "Female Athlete Endorsers: Obstacles and Opportunities" (2019). enLightening Talks. 8.
https://repository.belmont.edu/enlightening/Spring_2019/multimedia_hall_spring_2019/8
Peetz - Female Endorsers Slides
peetz_female_endorsers.wav (83141 kB)
Peetz - Female Endorsers Audio
Female Athlete Endorsers: Obstacles and Opportunities
Bunch Library Multimedia Hall
Researchers have touted the benefits of using celebrities in advertising as a way to break through marketing clutter and create positive associations with a brand. Although many of today’s male celebrity athletes profit greatly from this form of promotion, advertisers have been far less generous in extending these same opportunities to female celebrity athletes. This presentation utilizes classic endorsement theories and models to examine the obstacles faced by celebrity sportswomen. Suggestions are provided to encourage marketers to rethink how they can fully utilize female celebrity athletes to create significant change to this important aspect of the business of women’s sport.
