The Advertising Power Of Sports Personality- Impact On Sports Brand (Adidas)

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Vaibhav Shirodkar, Abhijit Deshpande

Abstract

Most of the sports brands whether small or big have their main focus on the advertisement of the product and we often see celebrity athletes and sports personalities promote and represent the brand through advertisement or sponsorship or with collaboration on social media. This marketing strategy creates an instant impact on the consumers because consumers are easily attracted to the publicity, fame, and reputation of celebrities. The Organization invests millions for the advertisement and the celebrity athlete or sports personality charges a huge amount of money for this because they represent the brand and this marketing strategy has been profitable for the brands. The study aimed to study the influence of endorsement by sports personalities on consumer buying decisions towards Adidas products in every aspect and explain how different factors contribute to the development of the Brand. The paper also throws light on how the sports personality strategy of Adidas impacts the sports market. Sponsorship, Brand, Advertisement, Campaigns are the factors considered to study how the advertising power of sports personalities impacts sports Brands like Adidas. The research indicates that how a brand's popularity through advertising effect sports marketing. The study found results that the brand image is increased when a sports personality advertises and represents a brand as it easily gains the attention of the consumer with a clear purchase intention because they easily believe in the sports personality and get influenced by it. The research indicates that consumer is highly influenced with a clear purchasing intention when a famous sports personality or celebrity athlete advertise and represent a brand like Adidas.

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