The Influence of Football Athlete Endorsements on Consumer Behavior in Non-Sporting Markets
Round, Samuel (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214697
https://urn.fi/URN:NBN:fi:amk-2025052214697
Tiivistelmä
Football athletes are seen as heroes, idols, or even gods to many people around the world. Therefore, the influence of football athlete endorsements is visible in mainly sporting markets. Despite the ever-growing presence of football athletes in marketing campaigns relevant to sport, brands that operate outside of sport-ing markets are teaming up with football athletes to promote their products. For football fans, athletes often hold the power to influence their consumer behavior even if the collaboration between brand and athlete seems somewhat unconventional.
The aim was to better understand to what extent football athletes are able to influence consumer behavior. More insights into what markets can benefit from football athlete endorsements were sought, and factors like authenticity, trustworthiness, and image were closely investigated in connection with football athlete endorsements. To reach the objectives, a mixed-methods approach was chosen with a heavy focus on quanti-tative data collection. 77 participants responded to a questionnaire which included multiple choice questions, multiple selection questions, and open-ended questions. The participants were recruited via social media.
A framework consisting of theories provided by previous literature was developed and used throughout the research process. The deductive approach utilized, supported combining findings from prior literature and results gathered by quantitative and qualitative data collection. Correlation analyses and thematic analyses helped interpret results and were presented in the form of charts, tables, and writing. The results answered the research questions successfully and confirmed two hypotheses created for the study. Findings confirmed previously created theories and helped understand key concepts of football athlete endorsements better. Football athlete endorsements are confirmed to be effective outside of sporting markets and when conducted carefully can influence consumer behavior on different levels. Social media plays a key role in football athlete endorsements and positive authenticity, image, and trustworthiness of football athletes are essential to the success of endorsements.
The aim was to better understand to what extent football athletes are able to influence consumer behavior. More insights into what markets can benefit from football athlete endorsements were sought, and factors like authenticity, trustworthiness, and image were closely investigated in connection with football athlete endorsements. To reach the objectives, a mixed-methods approach was chosen with a heavy focus on quanti-tative data collection. 77 participants responded to a questionnaire which included multiple choice questions, multiple selection questions, and open-ended questions. The participants were recruited via social media.
A framework consisting of theories provided by previous literature was developed and used throughout the research process. The deductive approach utilized, supported combining findings from prior literature and results gathered by quantitative and qualitative data collection. Correlation analyses and thematic analyses helped interpret results and were presented in the form of charts, tables, and writing. The results answered the research questions successfully and confirmed two hypotheses created for the study. Findings confirmed previously created theories and helped understand key concepts of football athlete endorsements better. Football athlete endorsements are confirmed to be effective outside of sporting markets and when conducted carefully can influence consumer behavior on different levels. Social media plays a key role in football athlete endorsements and positive authenticity, image, and trustworthiness of football athletes are essential to the success of endorsements.