
Podcast: Michael Vick, celebrity endorsements, and the fallout when an icon stumbles
Michael Vick's apparent involvement in the brutal "sport" of dog fighting is the latest incident to focus attention on celebrity endorsements. Companies that use sports stars to endorse their products are aware that the public attaches meaning to athletic performance — an emotional tie that can propel marketing messages. But when an athlete gets in trouble, do the companies pay a price too? Given the risk that the human icon will fall down, what are the factors that make some of these potentially risky relationships more valuable to companies than others? Ray Artigue, faculty director of the W. P. Carey MBA Sports Business Program, and John Eaton, clinical faculty in marketing at the W. P. Carey School, discuss the Vick case and its ripple effects.
Michael Vick's apparent involvement in the brutal "sport" of dog fighting is the latest incident to focus attention on celebrity endorsements. Companies that use sports stars to endorse their products are aware that the public attaches meaning to athletic performance — an emotional tie that can propel marketing messages. But when an athlete gets in trouble, do the companies pay a price too?
Given the risk that the human icon will fall down, what are the factors that make some of these potentially risky relationships more valuable to companies than others? Ray Artique, faculty director of the W. P. Carey MBA Sports Business Program, and John Eaton, clinical faculty in marketing at the W. P. Carey School, discuss the Vick case and its ripple effects.Latest news
- Why drivers quit — and what keeps them on the road
New research shows short-term subsidy pay can reduce turnover and boost profits, but only if…
- May is Older Americans Month. But with so many awareness initiatives, do causes get lost?
Older Americans Month is just one of many awareness initiatives competing for the public's…
- If you'd put $1,000 into Nvidia stock 20 years ago, here's what you'd have today
A W. P.