CELEBRITY ENDORSEMENT IN ADVERTISING
Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for profession...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2010-01-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://www.mnmk.ro/documents/2010ed2/19_Rosca%20ASE%20FFF.pdf |
| _version_ | 1826574935584145408 |
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| author | Vlad Roşca |
| author_facet | Vlad Roşca |
| author_sort | Vlad Roşca |
| collection | DOAJ |
| description | Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for professional athletes. By acting as ambassadors for their sponsors and by cedeing them the image usage rights, tennis players earn a lot. But, through the image association with the athlete, the sponsor also wins, by adding value to his image capital. This papers researches the particularities of tennis endorsements using the case of Roger Federer, one of the best tennis players in history and one of the best business partners in the world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners sponsor him yearly. The most interesting of these partnerships are presented in this paper. |
| first_indexed | 2024-12-24T04:00:50Z |
| format | Article |
| id | doaj.art-0dc0f98571324f2dbac6b0a87281dfc6 |
| institution | Directory Open Access Journal |
| issn | 1841-2416 |
| language | English |
| last_indexed | 2025-03-14T13:06:43Z |
| publishDate | 2010-01-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj.art-0dc0f98571324f2dbac6b0a87281dfc62025-03-02T00:45:51ZengUniversitaria Press CraiovaManagement & Marketing1841-24162010-01-01VIII2365372CELEBRITY ENDORSEMENT IN ADVERTISINGVlad RoşcaBeing an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for professional athletes. By acting as ambassadors for their sponsors and by cedeing them the image usage rights, tennis players earn a lot. But, through the image association with the athlete, the sponsor also wins, by adding value to his image capital. This papers researches the particularities of tennis endorsements using the case of Roger Federer, one of the best tennis players in history and one of the best business partners in the world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners sponsor him yearly. The most interesting of these partnerships are presented in this paper.http://www.mnmk.ro/documents/2010ed2/19_Rosca%20ASE%20FFF.pdfcelebrity endorsementsponsoringsports marketingtennis |
| spellingShingle | Vlad Roşca CELEBRITY ENDORSEMENT IN ADVERTISING Management & Marketing celebrity endorsement sponsoring sports marketing tennis |
| title | CELEBRITY ENDORSEMENT IN ADVERTISING |
| title_full | CELEBRITY ENDORSEMENT IN ADVERTISING |
| title_fullStr | CELEBRITY ENDORSEMENT IN ADVERTISING |
| title_full_unstemmed | CELEBRITY ENDORSEMENT IN ADVERTISING |
| title_short | CELEBRITY ENDORSEMENT IN ADVERTISING |
| title_sort | celebrity endorsement in advertising |
| topic | celebrity endorsement sponsoring sports marketing tennis |
| url | http://www.mnmk.ro/documents/2010ed2/19_Rosca%20ASE%20FFF.pdf |
| work_keys_str_mv | AT vladrosca celebrityendorsementinadvertising |