Sports stars as product endorsers: Agreements and critical terms

Mary Hutchings Reed, Marc Trachtenberg and Irene Paik

Journal of Brand Strategy, 2012, vol. 1, issue 2, 185-192

Abstract: Endorsements by sports stars carry considerable weight with the purchasing public, but to get the most out of a company's association with the star, a company should have a strong written agreement setting forth critical terms. A written agreement serves three purposes: (1) to clarify rights; (2) to create and preserve value of the endorsement; and (3) to allocate risks, including the risks involved if an athlete's reputation changes.

Keywords: athlete; sports star; endorsement; advertiser; contracts; morals clauses; breach of contract; trade marks (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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