The Heterogeneous Impact of the Age of Sports Star Spokespersons on Brand Promotion and Its Underlying Mechanism: From the Perspective of Age Differences

¹ Qingdao Menaul School, 266200 Qingdao, China
² One Direction Academic, M3C 1V9 Toronto, Canada

^* Corresponding author: 1715010103@stu.hrbust.edu.cn

Abstract

Athletes play an important role in the business market, and their signings influence fans’ attention to brands. The main goal of cooperation is mutual benefit and win-win, and the interests of both parties are the primary consideration. Players’ behavior and popularity growth will directly affect brand reputation and market response. Young players have room to develop but receive lower salaries, while older players are valued for their experience and impact. Brands need to be cautious when choosing spokespersons, including age, image, etc. Research shows that spokespersons have a significant impact on brand equity and consumer attitudes. There are differences in the choice of spokespersons between the two brands, reflecting different brand strategies. The age of sports stars has a profound impact on brands. Young stars can attract more attention and recognition, while older spokespersons have a mature and stable image. Companies need to carefully consider spokesperson selection and crisis management, establish diversified marketing strategies, and ensure healthy brand development. With the rapid spread of social media, the image and reputation of the spokesperson determine the success of the brand, so it is crucial to reduce the risk of relying on a single spokesperson and comprehensively plan the strategy.