Effectiveness and Prospects of Sports Star Marketing

The purpose of this study is to comprehensively grasp the limitations and negative cases of sports star marketing. In addition, this study aims to understand the prospects of sports star marketing. It is meaningful to study in detail because sports star marketing has recently received a lot of attention from the public and has a positive effect on purchase intentions. Many companies are investing a lot in marketing using sports stars that consumers prefer. This study was conducted as a focus group, and a total of 12 people expressed their opinions as follows: It was found that the image of sports players is closely related to the success of sports star marketing because consumers tend to identify with the image of sports players they prefer and the products they advertise. Therefore, it is important for sports stars sponsored by companies to continuously show excellent performances and good images to consumers. In addition, it was found that sports stars