Athletes' Surprising Competition for Endorsement Deals? The Dead

The incredible shrinking athlete endorsement deal, Part 3

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The number of recent scandals involving athletes has driven advertisers away from young sports stars and toward long-retired—or even departed—legends.

When Major League Baseball sponsor MasterCard was planning its campaign for the 2014 World Series, it could have cast just about any baseball star. But with the Kansas City Royals reaching the Fall Classic for the first time in almost 30 years, it hired the most iconic Royal of all: Hall-of-Famer George Brett, 61, who retired from the game in the 1990s.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in