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The selling power of star athletes

History has proved that they can create connections between brand and consumer that firms consider crucial

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Kei Nishikori (left) is one of Uniqlo's brand ambassadors while Missy Franklin has signed with Speedo. Besides sports brands, luxury houses also have lucrative tie-ups with major sports stars.

New York

WITH only four months left before the start of the Summer Olympics in Rio de Janeiro, marketing executives are well along in their hunt for the next big stars in sports - and in advertising.

History has proved that athletes can sell products and, perhaps even more

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