The consumer can feel he, or she, is within the aura of the athlete by wearing clothes or consuming food products endorsed by the athlete. The fan feels a greater connection. The athlete, however, must establish himself, or herself, in action before seeking the big dollars from endorsements. The neophyte superstar who signs a big dollar sneaker contract and then spends time riding the bench doesn't help himself, or his corporate backers. You have to do it between the lines before you do it on Madison Avenue.
Sports organizations differ in the degree of effective sports marketing.
Experts point out that it took an incredible home run race between Mark McGwire and Sammy Sosa before baseball could come back from its disastrous labor troubles in 1994. Others say the NFL, despite record television revenues, is clueless on how to promote itself and its stars and is heading for a problem down the road. The NBA is lauded as the organization that set the standards for sports marketing, but is facing trouble because of its current labor strife. The sport of stock car racing has grown in recent years from a regional phenomenon to a national one, drawing in fans from not only all around the country, but also from prime demographic groups. From the signage in the tracks to the cars themselves, which are practically rolling billboards, to the caps and suits worn by the drivers, sponsor's logos are quite evident and extremely visible.