Information about how much a brand pays an athlete for an endorsement or sponsorship is often private and not publicly disclosed. However, you can still find helpful data points and comparisons by exploring reported deals, industry benchmarks, athlete valuations, and brand spending patterns. These resources can help you make informed estimates for your marketing plan:
Athlete partnerships are often announced in press releases or reported in sports business sections. Search these resources for news coverage of specific brand-athlete deals. Forbes regularly publishes lists like Highest-Paid Athletes and Top Sports Brands, which include estimated endorsement income. These can offer insights into what top-tier deals look like and how much brands invest in athletes.
Scholarly articles in all disciplines of business. Also includes news articles, company profiles, industry and market reports, and country reports.
Articles from key business and economics scholarly journals, magazines, newspapers, and trade publications as well as country, industry, and market reports.
These market research databases often include sections on marketing and sponsorship within specific industries. Look for spending benchmarks and sponsorship strategies.
Consolidates statistical data from various sources to provide insights on industries, markets, and consumers.
Market research reports covering primarily U.S. and Canadian markets. Each report includes data and analysis of the competitive landscape, market share, and consumer profiles.
Provides reports for Canadian and U.S. industries. Canadian industry reports include a provincial breakdown and economic profile for provinces.
These books provide guidance on the factors to consider when creating endorsement or sponsorship contracts, including how to set an appropriate price of the deal. A full list of sports endorsement books and e-books can be found in the library's catalogue.
Sports Marketing
Routledge Handbook of Sports Marketing
Sponsorship
