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The use of "stars" in advertising is one of the most common methods. The logic is simple: the star transfers a piece of its stardust to the advertised product. With the right calculation - choosing a figure and hitting the target audience - you can ...

The use of "stars" in advertising is one of the most common methods. The logic is simple: the star transfers a piece of its stardust to the advertised product. With the right calculation - choosing a figure and hitting the target audience - you can effectively promote your brand and increase sales.

Actors and musicians, politicians and showmen first fell under the sight of advertising cameras, then it was the turn of athletes. In the late 80s, Nike offered to participate in an advertising campaign to the famous basketball player Michael Jordan. The calculation was accurate - sales increased by more than one and a half times in three years.

Since then, various firms regularly distract famous athletes from competitions and championships. For large brands, the use of big names is a confirmation of their global influence. For the athletes themselves - the amount with six or seven zeros plus additional promotion and pre-sale preparation.

“The key word in working with athletes is a contract,” says Alexei, account manager for one of the major Moscow advertising agencies. - Usually it is like a medium-sized book, where everything is written down to the smallest detail: from how much money the player personally receives, how much the club receives, how much the agency that deals with it, to how many presentations he should attend and what he should wear.

There are two types of advertisements in which sports stars participate. Or this is an advertisement of the club's sponsors - then a larger percentage of the proceeds goes to the club. (For example, Audi is a sponsor of the Real Madrid football club, and Zidane receives little money for shooting in advertising cars of this brand. - N.P.) Or these are personal contracts of a football player with companies that want to make him their "face". Accordingly, here the amount of fees is orders of magnitude higher.

As for the purely advertising part. As a rule, firstly, this is participation in the filming of a television commercial. Shooting the star itself usually lasts one or two days, less often three or five - this is an expensive pleasure even for world-famous companies.

Superstars - and they are usually invited to shoot - train according to their personal schedule. Therefore, it is not a problem for them to plan their day in such a way that there is room for filming and presentations. And when shooting coincides with the championships, usually both sides find a compromise. Of course, we did not work with either Beckham or Ronaldinho, but we (domestic companies and domestic football players) managed to agree without problems. In the West, I think, too. Still, advertisers need stars more than vice versa.

The contract usually also includes media support - at least participation in presentations, press conferences and photo shoots. Generally speaking, not much time.

If this is a clothing advertisement, then usually the star gets almost the entire new collection for free. At the same time, at secular parties, he is obliged to appear exclusively in it. With the form it is simpler and at the same time more difficult: a personal contract can be with one company, a club can have a contract with another, and a national team can have a contract with a third. Such conflicts are resolved privately. As for food and other industrial products, everything is quite simple here - the main thing is not to use other products “in public”, especially competitors' products.

Of course, many "flirt" in advertising. And more often they appear on the TV screen in a commercial than on the football field. This is understandable - "easy money", additional promotion."

Help "New"

The German representative office of BBDO Consulting conducted an assessment of the brand value of famous football players, which refers to the sporting achievements of football players, their age and recognition, as well as the maximum amount of money that can be earned from using the name and image for commercial purposes. Important note: the study was conducted BEFORE the start of the World Cup in Germany.

The leader is the Brazilian Ronaldinho, whose brand is worth 47 million euros. Following him are the British David Beckham (44.9 million euros) and Wayne Rooney (43.7 million euros).

In addition to them, the twenty most expensive players included: Samuel Eto, O (30.7 million euros), Lionel Messi (30.4 million euros), Zlatan Ibrahimovic (30.1 million euros), Ronaldo (29.4 million euros) , Frank Lampard (€28.8m), Thierry Henry (€28.7m), Michael Ballack (€28.6m), Steven Gerrard (€27.6m), Raul (€27.2m), Zineddine Zidane (€27.1m), Cristiano Ronaldo (€26.8m), Didier Drogba (€26.4m), Alessandro del Piero (€18.6m), Ryan Babbel (€18.2m) , Ruud van Nistelrooy (17.4 million euros), Lukas Podolsky (16.3 million euros), Andriy Shevchenko (14.3 million euros).

Whose will you be?

David Beckham - Pepsi, Adidas, Vodafon communications, Motorola phones, Marks & Spencer of Britain clothing, Siemens appliances, Coty perfumes, L'Oreal hair care products, Police sunglasses, Brylcreem care products, RAGE computer games, Jaffa biscuits, Japanese Meiji chocolate, KLM airline, Combe Inc cosmetics company, Gilette blades, Calvin Klein underwear.

Ronaldinho - Pepsi, Nike, Lays chips, Lenovo laptops, Danone yogurt, Gatorade drink, Chevron machine oil, Bubalu Colaso ​​chewing gum, Trident toothpaste.

Ronaldo - Nike, Audi cars, BenQ-Siemens phones, Parmalat milk.

Roberto Carlos - Pepsi, Nike, Pringles, Gatorade.

Wayne Rooney - Coca-Cola, Asda supermarket chain, Nike, Pringles.

Zinedine Zidane - Adidas, Dior eau de toilette, Danone products, Audi cars.

Oliver Kahn - Adidas, Burger King, Nestle, Tobacco aftershave, Bridgestone tires.

Kaka - Adidas, Armani Jeans clothes

Michael Ballack - Coca-Cola, Adidas, McDonald's, Sony appliances.

Andrey Shevchenko - Armani clothes, Gillette blades, Rogan beer.

Andrey Voronin - Coca-Cola, Adidas.

Fredrik Ljungberg - Puma, Calvin Klein underwear.

Rio Ferdinand - Ben Sherman shirts.

Cristiano Ronaldo - Pepe Jeans, Suzuki cars

Alessandro Del Piero - Adidas, Uliveto mineral water, IBM computers, Luxotika glasses

Frank Lampard - Pepsi, Adidas, Gatorade.

Michael Owen – Umbro, Sportis cookies, Persil detergents, Yaguar, Nestlea, Tissot, Opel

Steven Gerrard - Persil detergents, Pringles chips

Raul - Adidas, Pepsi

Christian Vieri - Italian companies "Diadora", "Telecom Italia", "Toys", "Carrera", Sepu.

Luis Figo - Nike, Coca-Cola, Galp Oil Company

Fabio Cannavaro - Nike, Play station, mobile operator TIM.

Thierry Henry — Pepsi, Adidas