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September 16, 2025Journal of Sport Management

Catching Rising Stars: Preempting the Athlete Endorsement Market

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Authors

DPDavid PastorizaFCFrançois A. CarrillatJPJean‐François Plante

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Overview

Analysis predicts future endorsement value of athletes in the PGA TOUR based on early performance indicators, suggesting potential market advantages.

Key Points

  • Athlete performance on low-level circuits can predict future success on top-level circuits, enhancing endorsement value.
  • Using data from 2002–2019, the study identifies 106 predictors for athletes' success in the PGA TOUR.
  • Employing machine learning techniques, particularly random forests, provides insights into athlete endorsement opportunities.
  • Early identification of talented athletes can facilitate strategic endorsement decisions before market value increases.

Cite This Study

Pastoriza et al. (2025) studied this question.

synapsesocial.com/papers/68d44f7b31b076d99fa56e3dhttps://doi.org/10.1123/jsm.2024-0213
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