The impact of sports celebrity endorsement on profit generation from endorsed brands: A study of Lionel Messi

Celebrity endorsement is a widely utilised strategic marketing method employed by companies globally. This study examines the influence of sport celebrity endorsement, with particular emphasis on Lionel Messi's effect on the profitability of the brands he represents. Two prominent brands, adidas and Louis Vuitton, both positioned within the top ten most valuable fashion brands in 2024, were selected for analysis. The study utilised secondary data to fulfil its aims. The findings indicate that Lionel Messi has a positive impact on profit generation for endorsed brands, underscoring the effectiveness of integrating high-profile sports celebrities into marketing communication strategies to enhance profitability. Brand managers who have not yet employed sports celebrity endorsements should consider this approach, as it has demonstrated a substantial impact on company profits. This study recognises specific limitations, as is common in research endeavours. Future research should evaluate the influence of local sports celebrities on the profitability of brands they endorse within the community.