Research Article

Athlete Endorsement: An Analysis of Market Performance, Rivalries, and Future Trends in Sports Marketing

Taehwan Kim 1, Po-Yan Lai 2 *
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1 Thornton Academy, Saco 04072, ME, USA2 Department of Industrial Engineering and Management, Hsiuping University of Science and Technology, Taichung City 41280, Taiwan* Corresponding Author
International Journal of Business Studies and Innovation, 6(2), June 2026, 30-37, https://doi.org/10.35745/ijbsi2026v06.02.0006
Submitted: 17 March 2026, Published: 30 June 2026
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ABSTRACT

Athlete endorsements have long been adopted in sports marketing, evolving from product advertisement to strategic partnerships that shape brand equity and corporate valuation. This study aims to examine the athlete marketing and its potential for standalone brand entities, including case studies on the profitability and volatility of athlete endorsement in sports marketing. Through an analysis of abnormal returns in stock prices, the return on investment of athlete and entertainment celebrity endorsements is compared. The results show the importance of congruence between endorser and product, and that athletes deliver higher short-term market confidence and deeper niche loyalty, while entertainers provide broader demographic reach and longer endorsement longevity. The adoption of advanced technologies in sports marketing, including AI, name, image, and likeness rights, and the metaverse. is also explored. AI-driven analytics enable hyper-personalized campaigns and predictive risk management, while digital athlete twins extend brand presence into immersive virtual environments. The increasing recognition of social activism among athletes introduces values-based congruence, requiring brands to align with both performance and ideology to maintain authenticity.
Keywords: Athlete endorsements, ROI, NIL, AI, Metaverse

CITATION (APA)

Kim, T., & Lai, P.-Y. (2026). Athlete Endorsement: An Analysis of Market Performance, Rivalries, and Future Trends in Sports Marketing. International Journal of Business Studies and Innovation, 6(2), 30-37. https://doi.org/10.35745/ijbsi2026v06.02.0006

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