Newswise — When authorities charged Kobe Bryant with sexual assault in Colorado, Bryant also dragged the products he endorses into court with him. Many companies are facing a dilemma: do they risk hiring popular athletes to promote their products when an increasing number of sports stars are being charged with crimes.
Saint Louis University marketing professor Brett Boyle is an expert on sports marketing and believes many major companies have been wary of using high-profile athletes for years.
Boyle says the increased use of animated and animal "spokesmen" in commercials can be attributed, in part, to a fear of celebrity endorser scandals hurting business, and a realization that cats and cartoon characters won't ever be charged with a crime.
Boyle is following the Kobe Bryant case and can discuss how it and other criminal cases are affecting advertising decisions.
Saint Louis University is a Jesuit, Catholic university ranked among the top research institutions in the nation. The University fosters the intellectual and character development of 11,000 students on campuses in St. Louis and Madrid, Spain. Founded in 1818, it is the oldest university west of the Mississippi and the second oldest Jesuit university in the United States. Through teaching, research, health care and community service, Saint Louis University is the place where knowledge touches lives. Learn more about SLU at www.slu.edu.
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