Strategic Approaches to Maximizing Athlete Endorsement Value in Sports Event Marketing

Against the backdrop of accelerated commercialization in the sports industry, the integration of event marketing and athlete endorsement has become a key driving force for industry development. However, existing research faces limitations such as insufficient strategic coherence and superficial adaptation logic. This paper, centered on "full-cycle value coexistence," employs case interview methods (secondary data collection) and third-order coding to analyze the value composition and influencing factors of athlete endorsement. It constructs a three-dimensionaldynamic adaptation strategy system encompassing "subject-communication-risk," and integrates multi-agent collaboration mechanisms and risk warning models to achieve full-process management of value creation, transmission, maintenance, and regeneration. The research findings can provide practical guidance for event operators, brand owners, and athlete management teams, enrich the theoretical connotations of sports marketing and brand communication, and promote a win-win ecosystem in the sports industry.