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The Use of Sports Celebrities in Advertising: Best and Worst Practices


  • Árpád Papp-Váry

    () (Budapest College of Communication and Business)


When should we use an athlete, a sports star in advertising? Which type of product or service is best suitable for these stars to advertise? What can we expect from these ads? Who is the ideal sports star? Is it true that social media is going to transform this area as well? For our research we examined print ads and television commercials using famous athletes such as David Beckham, Cristiano Ronaldo, Rafael Nadal, Tiger Woods, Maria Sharapova or Serena Williams.

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  • Árpád Papp-Váry, 2011. "The Use of Sports Celebrities in Advertising: Best and Worst Practices," Proceedings- 9th International Conference on Mangement, Enterprise and Benchmarking (MEB 2011), Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:meb011:259-270

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    References listed on IDEAS

    1. Dan Horsky & M. R. Rao, 1984. "Estimation of Attribute Weights from Preference Comparisons," Management Science, INFORMS, vol. 30(7), pages 801-822, July.
    2. Wade D. Cook & Lawrence M. Seiford, 1982. "On the Borda-Kendall Consensus Method for Priority Ranking Problems," Management Science, INFORMS, vol. 28(6), pages 621-637, June.
    3. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
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