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Marketing and Sponsorship

UAE Industry Experts: Ronaldo, KFC Arabia Endorsement Shows Change In Branding

UAE industry experts said that "it is evident that brands who link up with high profile athletes are more likely to see a return on their investment than using unknown actors," according to Alexander Cornwell of GULF NEWS. KHP Consulting Head of Business Development Anwar Shaikh said that "research shows that athletes had a positive effect on brand consumption." Shaikh said, "The day an endorsement is announced, there tends to be an increase in sales and in company stocks." Shaikh "estimated a regional brand endorsement by an athlete" to be worth as much as $2M. But he said that "there were a lot of variables to consider," including the profile of the individual and length of endorsement. Cristiano Ronaldo is the face of KFC Arabia, "featuring on several online platforms and outdoor advertisements." Abu Dhabi sports and entertainment marketing agency Fast Track Middle East Dir Mike Davis said that "it was all about how many products the company wanted to sell." Davis: "From a brand's point of view, you have to look at it in the context of the overall business and marketing objectives." Davis said that "a campaign with an athlete was ultimately judged on sales." Spanish sports management firm Media Base Digital Middle East Area Manager Max Roures said that it was not just the financial return "but also how consumers were engaged throughout the campaign." He said that "the consumer trust in a product or brand can increase" by as much as 75% (GULF NEWS, 8/18).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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