国际体育产业中的运动员代言——以贝克汉姆为例

随着世界逐渐成为地球村,体育组织开始针对不同的客户群体拓展其市场和扩大球迷人数。贝克汉姆,一位拥有高调的婚姻生活和众多媒体关注的英国足球明星,由于代言过许多产品,因而成为研究当前国际体育产业中运动员代言趋势很好的案例分析素材。本文结论提供了一些关于影响运动员代言成功因素的见解。

Athlete Endorsement in the International Sports Industry: A Case Study of David Beckham

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that may influence the success of athlete endorsement.