Title: Sport communication, endorsement, and Return On Investment: a content analysis of the coverage of Tiger Woods in ESPN The Magazine

Authors: Paul M. Pedersen, Patrick M. Kraft, Dan Drane, Kimberly S. Miloch

Addresses: Sport Communication and Sport Marketing, Department of Kinesiology, Indiana University, 1025 E. 7th St., HPER 112, Bloomington, IN 47405, USA. ' School of Business Administration, Loyola University Chicago, 1 E. Pearson St., Maguire Hall, Chicago, IL 60611, USA. ' School of Human Performance and Recreation, The University of Southern Mississippi, 118 College Dr., HPR 112, Hattiesburg, MS 39406, USA. ' Department of Kinesiology, Texas Woman's University, P.O. Box 425647 – PH 208D, Denton, TX 76204, USA

Abstract: This content analysis examined the coverage of Tiger Woods| endorsement of Nike products in the first 203 issues of ESPN The Magazine. The results revealed that more than 40% of the issues included at least one photograph of Woods| endorsing a Nike product. Nike logos appeared 241 times in numerous locations, sizes, and settings. Collectively, this coverage provides significant added value to Nike|s contract with Woods.

Keywords: sport marketing; branding; product endorsements; added value; ROI; return on investment; print media; content analysis; Tiger Woods; ESPN The Magazine; Nike products.

DOI: 10.1504/IJSMM.2009.026754

International Journal of Sport Management and Marketing, 2009 Vol.6 No.1, pp.17 - 34

Published online: 25 Jun 2009 *

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