Athlete Campaigns

KPMG honors spokesperson contract with LPGA golfer Stacy Lewis during her maternity leave.
KPMG honors spokesperson contract with LPGA golfer Stacy Lewis during her maternity leave. 750 375 Darcy L Bouzeos

KPMG deserves a shout-out for taking action that is a game changer for female athletes. Most brands that are sponsors of PGA and LPGA golfers, only pay their spokespersons for the actual tournaments they play in.  So an injury or illness that sidelines a golfer for a week or more, results in lost income. But a…

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Olympian Katie Ledecky turns pro and avoids the marketing mistake of Missy Franklin.
Olympian Katie Ledecky turns pro and avoids the marketing mistake of Missy Franklin. 698 387 Darcy L Bouzeos

Olympic swimmer Katie Ledecky recently ended her NCAA swim career at Stanford which means she can start accepting money for endorsement deals. This is significant because not only did Ledecky have an amazing 2016 Olympics, winning 5 gold medals, but she will have two years going into the 2020 Tokyo games to cash-in as a…

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Hey Madison Avenue – why no love for the Olympic curlers?
Hey Madison Avenue – why no love for the Olympic curlers? 600 400 Darcy L Bouzeos

We all know that the Olympic figure skaters and downhill skiers receive much of the Olympic attention and endorsement gold. Lindsey Vonn, Mikaela Shiffrin and Shaun White have made millions as brand ambassadors in recent years.  Heck, even Peggy Fleming and Dorothy Hamill (who won gold in the 1960’s and 70’s) are still earning endorsement…

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Tide hires NFL star Rob Gronkowski to help educate stupid teens.
Tide hires NFL star Rob Gronkowski to help educate stupid teens. 768 384 Darcy L Bouzeos

Brands usually hire a celebrity or athlete to announce a new product or build overall brand awareness.  However, when a small sector of the teen population decided to undertake the viral “Tide Pod Challenge”, Proctor & Gamble moved quickly to employ an endorser to get a message out – and fast. If we weren’t already…

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Madison Avenue is finally noticing Chicago Cubs players.
Madison Avenue is finally noticing Chicago Cubs players. 701 400 Darcy L Bouzeos

Understandably, brands have not been jumping up and down to sign Chicago Cubs players for endorsements given the team’s notoriety of being a long-time loser. Sure, some players like Mark Grace and Ryne Sandberg captured a few local marketing deals during their playing days, however most of the other Cubs have been left in the…

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Are Tom Brady’s endorsement deals a bit odd?
Are Tom Brady’s endorsement deals a bit odd? 703 401 Darcy L Bouzeos

Tom Brady is one of the greatest quarterbacks in NFL history (and he certainly isn’t hurting for a paycheck), so I’m perplexed by his selection of brands to endorse as well as the creative behind them. First, he aligned with Simmons Bedding Company which in and of itself, is an appropriate brand alignment, but then…

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Why Colgate will have you thinking about Michael Phelps while you brush your teeth!
Why Colgate will have you thinking about Michael Phelps while you brush your teeth! 701 400 Darcy L Bouzeos

Although Americans are used to seeing Olympic phenom Michael Phelps IN the water, his current advertising campaign has him OUT of the water, and it leaves a lasting impression. Colgate brilliantly uses Phelps to help educate consumers that we waste over four gallons of clean water every time we brush our teeth and leave the…

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Brita and brand ambassador Steph Curry tackle Cyberbullying
Brita and brand ambassador Steph Curry tackle Cyberbullying 711 400 Darcy L Bouzeos

More and more brands are structuring their spokesperson deals with celebrities and athletes to include a social cause, especially as consumers are quite vocal that they choose products based upon a company’s social footprint. So when Brita partnered with the non-profit Cybersmile Foundation, which focuses on eliminating cyberbullying, it was a great move to utilize…

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Why Charles Barkley should get a big bonus from Capital One.
Why Charles Barkley should get a big bonus from Capital One. 712 400 Darcy L Bouzeos

Capital One owns the marketing air waves during March Madness with its ubiquitous and hilarious commercials for the Quicksilver card. The campaign stars Charles Barkley, Samuel L. Jackson and Spike Lee but let’s admit it – Barkley is the star of the show. Kudos to the writers, but if it wasn’t for Barkley, the spots…

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Why is Nike paying Cristiano Ronaldo $1 billion dollars?
Why is Nike paying Cristiano Ronaldo $1 billion dollars? 718 559 Darcy L Bouzeos

Cristiano Ronaldo won’t have to worry about his stream of income once his football playing days are over for Real Madrid. Ronaldo recently inked a lifetime deal with Nike (only the third such deal after LeBron James and Michael Jordan) which reportedly will pay him $1 billion over his lifetime (yes, that’s “billion”) Although Ronaldo…

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