Reference Entry


in Berkshire Encyclopedia of World Sport

Third edition

Published by Berkshire Publishing Group

Published in print January 2013 | ISBN: 9781933782676
Published online August 2016 | e-ISBN: 9780190622695

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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.

Reference Entry.  3134 words. 

Subjects: Sports and Outdoor Recreation

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