This has resulted in the use of spokespeople with broad appeal to make a mark. However, Frederiksen add that the importance of athletes runs deeper. The story is personality and lifestyle. Athletes are the ones making the impact in this area right now. Davies says that fan identification with athletes makes them the ideal endorsement choice.
Sports is very black and white.
You score the basket or you don't. That's something very authentic that people connect with. Frederiksen concurs, adding athletes have abilities and lives that viewers strive to have for themselves. It is the simple connection of the product to the athlete's lifestyle that can propel a brand forward. There s nothing in these ads about the performance of the product, Frederiksen says.