Using Athletes as Endorsers to Sell Women’s Sport: Attractiveness vs. Expertise

This study drew from the match-up hypothesis and associated learning theory to examine the effects of athlete attractiveness and athlete expertise on (a) endorser-event fit, (b) attitudes toward an event, and (c) intentions to purchase tickets to an event. Students ( N = 173) from three universities participated in an experiment to test the study’s hypotheses. Results indicate that athlete attractiveness and athlete expertise were both positively related to endorser-event fit and the effects of expertise on fit were significantly stronger than those of attractiveness. Further, attitudes toward the event partially mediated the relationship between endorser-event fit and intentions to purchase tickets to the event, whereas identification moderated the relationship. Results are discussed relative to associative learning theory and the match-up hypothesis, as well as ramifications they present for marketers and promoters of women’s sport.