Utilizing athletes as endorsers to sell women's sport: Attractiveness versus expertise

Abstract

This study drew from the match-up hypothesis and associated learning theory to examine the effects of athlete attractiveness and athlete expertise on (a) endorser-event fit, (b) attitudes toward an event, and (c) intentions to purchase tickets to an event. Students (N = 173) from three universities participated in an experiment to test the study’s hypotheses. Results indicate that (a) athlete attractiveness and athlete expertise were both positively related to endorser-event fit and (b) the effects of expertise on fit were significantly stronger than those of attractiveness. Further, attitudes toward the event partially mediated the relationship between endorser-event fit and intentions to purchase tickets to the event, while identification moderated the relationship. Results are discussed relative to associative learning theory and the match-up hypothesis as well as ramifications they present for marketers and promoters of women’s sport.