SBD/Issue 20/The Back of the Book

ESPN Sports Poll: Endorse My Product? No Thanks, Kobe

The ESPN Sports Poll, a service of TNS Sport, asked respondents aged 12+ if they could choose an athlete to endorse a product in commercials, which athlete would they select. Respondents were then asked to name an athlete that they would choose to keep from endorsing products in commercials. Following are the top 15 athletes named from January through July '04 to endorse a product and to keep from endorsing a product (ESPN Sports Poll).

BEST ATHLETE TO
ENDORSE A PRODUCT
WORST ATHLETE TO
ENDORSE A PRODUCT
(N=2,136) (N=1,820)
RK
ATHLETE
%
RK
ATHLETE
%
1)
Tiger Woods
11.1%
1)
Kobe Bryant
14.8%
2)
Michael Jordan
10.6%
2)
Dennis Rodman
8.9%
3)
Shaquille O'Neal
4.3%
3)
Shaquille O'Neal
7.5%
4)
Brett Favre
3.0%
4)
Mike Tyson
4.8%
5)
Dale Earnhardt Jr
2.7%
5)
Allen Iverson
3.4%
6)
LeBron James
2.5%
6)
O.J. Simpson
2.9%
6t)
Kobe Bryant
2.5%
7)
Michael Jordan
2.6%
8)
Derek Jeter
2.3%
8)
Tiger Woods
2.4%
9t)
Joe Montana
1.2%
9)
Barry Bonds
2.3%
9t)
Lance Armstrong
1.2%
10)
Pete Rose
1.6%
9t)
Jeff Gordon
1.2%
11)
Jeff Gordon
1.4%
12t)
Alex Rodriquez
1.1%
12)
LeBron James
1.2%
12t)
Peyton Manning
1.1%
13t)
Warren Sapp
1.1%
12t)
Allen Iverson
1.1%
13t)
Charles Barkley
1.1%
15)
Andre Agassi
1.0%
15)
Deion Sanders
0.8%

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