Negative athlete image perceptions arising from endorsement

Purpose While the benefits of athlete endorsements are widely recognized, there remains a significant gap in understanding the potential downsides of such affiliations with commercial brands. This study aims to explore two key areas: (1) negative fan perceptions related to athlete endorsements and (2) specific triggers that lead to these adverse reactions. Design/methodology/approach A qualitative research approach was adopted, utilizing a triad interview methodology involving a total of 26 fan participants. This method allowed for rich, in-depth discussions and interactions among participants, leading to nuanced insight related to athlete endorsement attitudes and perceptions. Findings The study uncovered a variety of negative perceptions fans hold when athletes engage in commercial endorsements. These include erosion of image, over commercialization, misaligned values, financial disparities and distraction of attention from sport. The research also identified specific triggers of these negative perceptions, including poor performance, media overload and athlete transgressions. Originality/value This study contributes to sport marketing literature by focusing on the mostly overlooked phenomena of negative fan perceptions of athlete endorsement. The insights are of use to athletes, brand managers, and communication strategists, enabling them to better manage endorsement decisions, maintain fan trust and avoid reputational risks.