109 Can you name any other famous endorsements in Italian sport? Serena Williams isn t just a tennis legend she s a marketing genius. Over the years, she has had deals with major brands like Nike, Gatorade, Wilson, and Gucci. At one point, she was earning more than $20 million a year from endorsements alone. ONLINE RESOURCES The most famous endorsements in sports history deal: affare pursuant to: in seguito a to retire: andare in pensione ENDORSEMENT Endorsement in sports is when an athlete publicly supports or promotes a product, service, or brand. Companies pay popular athletes to be the face of their product, hoping that fans will trust the brand more because their favourite sports star uses it. Endorsements are powerful marketing tools because athletes have a strong influence over their supporters: fans often admire athletes and want to copy their behaviour, clothing, or lifestyle. Why are endorsements important? Endorsements are important for both athletes and companies. For athletes, they are a big source of income. Many famous sports players earn more from endorsements than from playing their sport. For example, Italian tennis star Jannick Sinner has earned millions of dollars from deals with prestigious companies such as Gucci and Rolex . Even after retiring, athletes can continue to make money through long-term sponsorship deals. For companies, endorsements increase product visibility and trust. When a wellknown athlete appears in a commercial or on a social media post, more people notice the brand and feel more confident in buying the product. All in all, endorsements create a strong emotional connection between 202 LAW, ECONOMY, AND FSL the brand and the fans. If a basketball player supports a certain shoe brand, fans may choose that brand just because they feel loyal to the player. This kind of connection is hard to build with normal advertising. Examples of endorsement in sports One of the most famous examples of sports endorsement is Michael Jordan s partnership with Nike. In the 1980s, Nike launched the Air Jordan brand, which became one of the most successful sports marketing deals in history. Even today, the Air Jordan brand continues to grow, and Michael Jordan earns millions from it every year. Another example is Cristiano Ronaldo, who has signed endorsement deals with big brands like Armani. His huge number of fans on social media helps companies reach millions of people with every post he makes.