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Discusses A Current Issue Or Trend Related To Sponsorship Or Endorsement In Sports

993 Words4 Pages

Locate an article in SBJ or another reliable sport management resource that discusses a current issue or trend related to sponsorship or endorsement in sport. Provide a brief summary of the article and an analysis of why this issue/trend is important right now in the field of sport sales and promotions. For additional details, please refer to the Short Paper Rubric document in the Assignment Guidelines and Rubrics section of the course. When it comes to sports and endorsement, the two go hand in hand. For years, companies have sought after and quarreled over the athlete with the “squeaky clean” image that could promote anything. Endorsement deals, have slowly taken the industry by storm. It was not long ago that Under Armour and Nike …show more content…

Now more than ever, companies have to consider the possible risks of signing and athlete to an endorsement deal. As unfortunate as it is, it is necessary the industry as a whole has changed. Scandals like Tiger Woods, Lance Armstrong, and Oscar Pistorius have rocked the sports world leading people, consumers, and fans to question the integrity of these once “squeaky clean” athletes that now have tarnished images and reputations. Some brads are willing to take more risk than others, but some have very low tolerance for athletes who are questionable when it comes to image or …show more content…

Current trends will continue, as the image of companies in or out of the sports industry becomes increasingly important. In the wake of so many high profile athlete scandals, it is making it hard to give an athlete a contract in favor of he or she. Most contracts used to read something like : “Company X will provide this much equipment, company will run a minimum of two ads featuring athlete.” According to this article, “Now more and more there are reps and warranties coming back the other way, from the athlete, saying, 'I am a professional golfer, I will maintain current standing, but I will also remain in compliance with all laws and rules.' They're setting up a trip wire for doping, or for breaking the law, or for being accused of anything illegal. (The Business Page: The sea change in endorsement contracts , n.d.)“ A big change from contracts of old, gone are the days of the so called “squeaky clean” image of an

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