What Drives Endorsement Earnings for Superstar Athletes?

Authors

  • Daniel Rascher University of San Francisco
  • Terry Eddy University of Arkansas
  • Giseob Hyun OSKR, LLC

DOI:

https://doi.org/10.18666/JASM-2017-V9-I2-7997

Keywords:

Endorsers, Q score, regression models, sport sponsorship, value

Abstract

Athletes’ endorsement earnings receive significant attention in the trade/popular press, but the academic literature on this issue is sparse. Thus, the purpose of the study was to examine factors that drive variation in endorsement earnings. Resulting analyses indicated the Positive Q Score measure (likability) was worth about $750,000–$1 million for each unit of the scale, while the Negative Q Score measure was statistically insignificant. One unit increases in Exposure and Familiarity were worth roughly $600,000 and $200,000, respectively. These findings can be used by athletes, agents, and sponsors to determine estimates, or fair-market value, for endorsement deals.Subscribe to JASM

Author Biographies

Daniel Rascher, University of San Francisco

Professor and Director of Academic ProgramsSport Management Program

Terry Eddy, University of Arkansas

Assistant Professor of Recreation and Sport ManagementDepartment of Health, Human Performance, and Recreation

Published

2017-03-28

Issue

Section

Articles