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date: 27 September 2020

Endorsements 

Source:
Berkshire Encyclopedia of World Sport
Author(s):
David K. StotlarDavid K. STOTLAR

The popularity of a celebrity can often be extended to products or services a celebrity is perceived as using. Sports celebrities have especially benefitted from lucrative deals with major companies such as Coca-Cola and Nike; celebrities such as the US cyclist Lance Armstrong have also lost enormous sums of money due to lost endorsements. Controversies around endorsements may arise when there is conflict between private companies and global institutions, and it is not unusual for companies to withdraw from contracts based on a celebrity athlete’s behavior. ...

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