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