Over the history of sport marketing, there have been questions about the use of sport personalities as role models in terms of sponsoring or endorsing sport products, services, and extensions. Review the sponsorships of two current athletes - one who you would deem to be a good role model, and one who you would deem a poor role model. Explain why you put this athlete in that category, and then evaluate the ethicality of using these individuals as role models in terms of deceptiveness, trustworthiness, and integrity.

Question

Quizplus · Accepted Answer

The Answer is Individual answers will vary, but the respondent should have considered the following from the textbook when responding to this question:
Right or wrong, children see the success of professional athletes and equate specific sports talent as someone to emulate. The use of popular athletes in advertising has existed in North America for many years. Baseball players such as Babe Ruth, or Ty Cobb were some of the first to allow their names and likeness to be mass produced for the sale of candy and tobacco products. Many athletes have appeared to represent a higher physical ideal and their superb individual performances, whether as Olympians or as professionals. These accomplishments make athletes commercially attractive to corporations for the purpose of endorsing a product or a brand.
In 1969, Joe Namath shattered the idea of the clean cut speak only when spoken too image. Namath was cocky, opinionated, anti-establishment, but good looking and a winner. Namath ushered in the notion of a young hero who was ready to replace traditional sport icons.
In the last 30 years, a new dimension has been added to the use of sports celebrity role model. Many companies have taken deliberate action to recruit the not so nice athlete. NIKE was the first to promote a non-conventional athlete (Steve Prefontaine) Nike also changed their marketing approach to have athletes who stood out promote their products. Non-traditional, controversial athletes such as tennis players John McEnroe, Andre Agassi and basketball player Charles Barkley became Nike advertising icons.
Celebrity endorsers are influential as role models because of their ability to attract attention to a commercial, product/service or organization. However, the use of sport endorsers benefits the product or brand in many more complex ways.
Role models change with the passing of time. Active sport athletes become retired sport athletes and younger athletes are there to take their place. An active athlete can be viewed in a number of different and unpredictable performance contexts. These contexts include winning, losing, honor, good sportsmanship, dirty play, and or emotional outbursts. Any of these can be used in a commercial format. These athletes are placed on a pedestal made of gold. Children only see the end product and equate this type of promotion with success. If I want to be like Mike, I have to wear Nike shoes, Hanes underwear, eat at McDonald, and drink Gatorade.
Marketing firms and corporations are not focusing on making future leaders of the world or even future Michael Jordan's and LeBron James'. Their focus is on getting children to purchase these products for the rest of their lives. Hopefully there is a true role model in their lives to explain the difference.

Over the History of Sport Marketing, There Have Been Questions