Sports Celebrity Endorsements: The Promotional Role of Key Opinion Leaders in the Upgrading of the Sports Industry
DOI:
https://doi.org/10.54097/4bnmy467Keywords:
Sports endorsements, brand sales, sports marketing, sports industry.Abstract
With the rapid development and transformation of the sports industry, celebrity endorsements play a crucial role. Celebrity endorsements can bring widespread recognition and exposure to sports brands, boosting product sales and market share. Their image and influence attract numerous sponsors and investors, injecting funds and resources into the sports industry. Additionally, celebrity endorsements can attract more fans and viewers to sports events, clubs, and brands, driving cultural dissemination and expanding social media influence in the sports industry. The collaboration between sports celebrities and brands makes the brand image more youthful and trendier and facilitates better connections with young consumers. This paper aims to explore the multiple positive impacts of celebrity endorsements on the sports industry through a literature review and case studies, analyzing the social responsibility of sports celebrities and the effects and facilitation provided by their influence in commercial endorsements. Based on this, the study concludes that the performance and fame of sports celebrities play a significant role in expanding brand recognition.
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