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Sports stars as product endorsers: Agreements and critical terms

Author

Listed:
  • Hutchings Reed, Mary
  • Trachtenberg, Marc
  • Paik, Irene

Abstract

Endorsements by sports stars carry considerable weight with the purchasing public, but to get the most out of a company's association with the star, a company should have a strong written agreement setting forth critical terms. A written agreement serves three purposes: (1) to clarify rights; (2) to create and preserve value of the endorsement; and (3) to allocate risks, including the risks involved if an athlete's reputation changes.

Suggested Citation

  • Hutchings Reed, Mary & Trachtenberg, Marc & Paik, Irene, 2012. "Sports stars as product endorsers: Agreements and critical terms," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(2), pages 185-192, June.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:2:p:185-192
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    More about this item

    Keywords

    athlete; sports star; endorsement; advertiser; contracts; morals clauses; breach of contract; trade marks;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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