Wykorzystanie sportowców w promocji przedsiębiorstwa ze względu na ich atrakcyjność marketingową
The use of athletes in business promotion due to their marketing appeal

Summary/Abstract: Enterprises often use the image of the well-known athletes in their promotional campaigns, basingon their marketing appeal. The marketing attractiveness of an athlete is defined as a set of theirstrengths and distinctive features that can be used by a company wishing to build its image andcompetitive position on the market through sport. For athletes this is an additional, sometimes verylucrative source of incomes. The best of them earn around ten millions dollars a year. From themarketing point of view, athlete’s sex is not a criterion for access to these revenues, both sportsmenand sportswomen have the same chance to appear in commercials. There are no marketing reasonsto believe that, compared to women, male athletes are privileged in gaining additional incomesfrom their non-sports activity because of their gender. Practice, however, shows that when men signadvertising contracts, they earn much more than women. The explanation of this situation can befound mainly in two areas: the number of fans who watch, admire and identify themselves with theathlete and player’s personality traits that are admired by fans of sport. Sportsmen usually attractmore fans to their TV sets, and so male athletes more often have characteristics found excitingamong the fans of sport, which results in their higher marketing appeal.

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