Day: July 20, 2025

OLIVIA DUNNE lifts the lid on the tragic injury that ended her Olympic dream.

The Cleveland Metroparks Zoo is proud to be a part of the community and we are working hard to create an even better future for our visitors and the environment.
The family and friends of Liverpool star Robbie Fowler are gathering ahead of his funeral and tributes.

NBA star Damian Lillard is *finally* going to trade that 2012 Subaru he’s been driving around town in.

WNBA star Paige Bueckers just hard-launched her relationship with college basketball player Azzi Fudd, and we learned this week that she comes from a sporty family.

Denver Broncos cornerback Patrick Surtain II ain’t jealous of Sauce Gardner’s new $120 million contract… he told TMZ Sports this week that the Jets superstar’s deal is “great” for the position.

Soccer superstar Lionel Messi rolls up to America’s best grocery store, Publix, with his wife and kids in tow — and he buys some American cereal we all know and love. Plus, the 2025 ESPYs red carpet was full of celebrities and athletes, including Simone Biles, Angela Bassett and Alex Morgan. Also, Olympian Lindsey Vonn reveals who saved her from a gust of wind that nearly exposed her undergarments.

Athlete endorsements allow brands to leverage a popular athlete’s image, influence, and trust with fans to promote and sell products. The effectiveness of an endorsement depends on the authenticity, scope, and reach of a campaign.

A successful endorsement evokes an emotional connection with consumers and fosters loyalty and affinity. It also distinguishes a brand in the market, establishing it as innovative, aspirational, and forward-thinking. For example, when Uniqlo signed tennis superstar Roger Federer to a $250 million decade-long deal in 2022, the company aimed to position itself as a global leader and reaffirmed Federer’s status as a legendary icon.

The key to a successful endorsement is choosing the right athletes and ensuring that campaigns are authentic and aligned with the athlete’s values. In addition, legal professionals need to ensure that contracts define usage rights, protect intellectual property, and limit exposure to liability or reputational damage from unresolved disputes.

Increasingly, companies are leveraging social media and other digital platforms to enhance engagement with their audiences and maximize the impact of their endorsements. This type of personalization allows for more tailored and interactive campaigns that can reinforce an athlete’s authenticity and build trust with fans.

In a similar vein, many endorsement deals go beyond product promotion to support community initiatives and promote positive societal change. For example, when Nike used the image of former NFL quarterback Colin Kaepernick in its “Believe in Something” campaign, it was able to connect with younger, socially conscious consumers.