Exploring the curious demand the athletes with controversial images: a review of anti-hero product endorsement advertising. (Research Paper).

Abstract: The use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary corporations of athletes with questionable or "negative" reputations. This paper raises questions about a seemingly cyclical trend and suggests markets may continue this activity despite consumer and journalistic criticism. An explanation of the behavioral response to a 'controversial' endorsers' image (relative to the perceptions held by a particular demographic segment) and the opportunity for that relationship to translate favorably for the associated brand, is also discussed.

Keywords: Heroes with negative images valued for their "street" credibility

Executive Summary

For the last 30 years, advertising and sponsorship executives have consistently utilised controversial athletes to promote products ranging from beer and soda to footwear, pizza and watches. While the practice of selecting sports heroes for advertising can be traced back more than 90 years, it is only within the last three decades that athletes with negative or non-traditional reputations have emerged as viable product endorsers. Additionally, in an increasingly competitive, saturated and globalised marketplace, controversial athletes who can break through the clutter, regardless of native language, have become prized in some cases for their social honesty, manipulation of mediums/technology and their contemporary appeal. This paper looks at the underpinnings of this marketing development and attempts to prepare practitioners and scholars for the continuance of this trend.

In particular, the authors suggest that while athletes and film stars have frequently been measured by "Q" scores (a research tool quantifying a celebrity's performance and likeability), the modern marketer may need to look beyond the simplicity of a consumer liking an athlete for his or her looks, on-field performance or image, be it momentary or sustained over time. Rather, the practitioner must attempt to determine if the athlete provides targeted segment source credibility for a particular product or service and how long that alignment will work efficiently. In this sense, it may be more important for an athlete to appear "true" to his or her values, regardless of general public criticism or ongoing evaluations by the media.

Importantly, certain demographic segments (e.g. Generation X: those individuals born between 1965 and 1978; and Generation Y: born between 1979 to 1995) cyclically show a particular notion to reject certain values held by the larger society or their elders (parents, teachers, politicians). This trend may allow contemporary athletes who challenge the status quo to appear more relevant to certain targets and to perhaps offer more relevance to specific brands. Future research, however, will need to analyze more comprehensively the relationship between a brand and the athlete potentially selected to endorse that brand. Specifically, researchers and practitioners may be well served to understand more comprehensively how heroes are created and, if not worshipped, revered.

Of note for image-driven product categories, marketing executives will need to better understand the isomorphic values of an increasingly global community and individual consumers they seek to serve.