A Study of Endorser-Brand Fit in Sports Celebrity Endorsements: The Case of Sun Yingsha and Banmu Huatian

Brand endorsement is widely used to build brand awareness and shape brand image. With the development of social media, celebrity endorsement has evolved from a predominantly one-way advertising practice into a more interactive process involving endorsers, brands, fans, and digital platforms. However, controversies surrounding entertainment celebrities can create reputational risks for brands. As a result, sports celebrities have attracted increasing attention as potential endorsers, partly because athletes are often associated with relatively stable public images. Using Sun Yingsha's endorsement of Banmu Huatian as a case, this study examines the relationship from three perspectives: endorser-brand fit, communication influence, and risk management. The case analysis suggests that endorser-brand fit provides a basis for establishing the endorsement relationship, communication influence shapes the reach and commercial impact of the campaign, and risk management is important to the continuity of the partnership. This study provides brands with new insights into endorsements and offers targeted recommendations for endorser-brand fit assessment and reputational risk management.