Sport communication, endorsement, and Return On Investment: a content analysis of the coverage of Tiger Woods in ESPN The Magazine Online publication date: Thu, 25-Jun-2009
by Paul M. Pedersen, Patrick M. Kraft, Dan Drane, Kimberly S. Miloch
International Journal of Sport Management and Marketing (IJSMM), Vol. 6, No. 1, 2009
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.
Online publication date: Thu, 25-Jun-2009
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