The Relationship Between the Behaviors of the Top 50 Most Endorsed Athletes in the World and the Monetary Value of Their Endorsement Deals

• Main Author: Ribeiro, Rogerio B
• Format: Others
• Published: Digital Commons @ East Tennessee State University 2016
• Subjects: Top 50 endorsed athletes in the world; monetary value of endorsement deals; behavior; perceived as negative behavior; behavior versus monetary value of endorsement deals; Advertising and Promotion Management; Finance and Financial Management; Marketing; Sports Management; Sports Studies
• Online Access: https://dc.etsu.edu/honors/347; https://dc.etsu.edu/cgi/viewcontent.cgi?article=1349&context=honors

The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order to make these athletes the face of their companies. This research investigates the relationship between the monetary values of the top 50 most endorsed athletes in the world and their behaviors. Companies spend millions of dollars every year on endorsement deals, so it is important that they pick the right athlete to represent them. Furthermore, the athletes that are being endorsed need to know if there is a possibility of gaining or losing endorsements based upon their behaviors. The methodology in this research utilizes Analysis of Variance to investigate this relationship.