PACESETTERS
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The importance of long term ambassadors
BOLT AND PUMA
a new family. You want money, but it's also got to
Sport stars and sports clothing brands are a
be about the comradeship between you and your
pretty obvious match and can project a sports
company.“
brand into the spotlight based on the
ambassadors’ success. Ambassadors can be
hugely influential affecting brand consideration
and purchase intent.
Indeed, Bolt’s endorsement promotes Puma’s
brand positioning ‘Forever Faster’ and wanting to
position themselves as the fastest sports brand out
there.
The partnership between the World’s fastest
man, Usain Bolt and Puma is one of the
His 2013 sponsorship deal was the biggest in
flagship partnerships showing that if you show
sponsorship history, including an additional
a star loyalty they will be loyal to you in return
$4million annual salary to serve as a Puma
l. In 2010, Bolt stated “for me Puma is the No1
ambassador. Bolt’s attraction as an ambassador is
in my book. We've been together for years now,
about more than success, it’s his connection with
they are my family so I don't want to start with
fans and his drive to be a legend within his sport.
LEBRON JAMES & NIKE
Nike have stated that this deal provides
significant value to their business, brand and
Nike have taken their player endorsement one
step further with signing the first ever life time
guarantee with a American basketball player,
LeBron James. He is a four-time National
shareholders. The ROI of endorsement deals are
difficult to track, however within NBA players
signature shoe lines, no one sells more than
LeBron.
Basketball Association (NBA) most-valuable
player and has won two Olympic gold medals.
The world of player endorsements is not without
According to reports, the unique deal is the
risk, look at the affect of Tiger Woods, Lance
largest single-athlete agreement in Nike's
Armstrong and Oscar Pistorious’ behavior on
history, surpassing US$300 million.
Nike shares.
This shows a transition from Nike using
However with LeBron James and Usain Bolt,
Michael Jordan who was iconic to the brand to
Nike and Puma are in good hands as both athletes
LeBron who is both more current and has a
are culturally significant outside the world
larger social reach.
of sport.