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Athlete endorsement in the international sports industry: a case study of David Beckham

Chia-Chen Yu (University of Wisconsin-La Crosse, La Crosse, WI 54601)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2005

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Abstract

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement.

Citation

Yu, C.-C. (2005), "Athlete endorsement in the international sports industry: a case study of David Beckham", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 3, pp. 45-55. https://doi.org/10.1108/IJSMS-06-03-2005-B007

Publisher

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Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

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