High-powered sports stars are endorsing high-profile brands of all types. David Beckham is among the most highly-paid endorsers from the world of football, putting his fame to work for H&M, among other marketers. Cristiano Ronaldo has made headlines for his lucrative marketing contracts with Nike and Castrol, among other companies.
On the other hand, Oscar Pistorius, Tiger Woods and Lance Armstrong have all been Nike endorsers and embroiled the brand in controversy over the years. Nike never dropped Tiger Woods, and last month it released a new ad featuring the golfer and the familiar Nike swoosh with the strapline 'Victory'. Despite considerable controversy over the ad, the famed golfer's climb back into the top rankings is big news and attracting a lot of attention for the brands he represents.
Adam Scott, who just won the US Masters Tournament, is enjoying not just global glory but also endorsement bonuses from Mercedes and Rolex, two brands he represents. 'He's the most marketable sports star in Australia', says one sports marketing expert. Watch for more endorsements as Scott makes the most of his athleticism and his celebrity.
Lesser-known sports such as lacrosse are also being scouted for the marketing stars of tomorrow. Paul Rabil, who plays for two US lacrosse leagues, is the sport's first celebrity to earn $1 million in endorsements from brands such as New Balance (trainers) and Nooka (wristwatches). Rabil's a big user of social media (with more than 64,000 Facebook likes), which extends his reach and influence well beyond fans who watch lacrosse.
