Influence of celebrity sports advertising on brand awareness and consumer trust

Celebrity endorsement has emerged as a dominant communication strategy in the sports marketing industry, aiming to enhance brand awareness and influence consumer attitudes. This study investigates how exposure to celebrity sports advertisements affects audience perception, brand recognition, and trust formation. Using primary data collected from 588 respondents, the research identifies the most preferred media channels, influential athletes, and attractive advertisement elements that shape consumer responses. The findings show that television and digital platforms serve as major sources of exposure, while well-known sports personalities significantly enhance advertisement recall. Although respondents acknowledge that celebrity endorsements help them discover new sports brands, varying opinions exist regarding the authenticity of celebrity usage of endorsed products. The study highlights the need for strategic and credible celebrity partnerships to sustain long-term consumer engagement.