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The Ethics and Influence of Sports Agents in Celebrity Brand Endorsements

Chapter 3, Lesson 3.3 delves into the critical role of sports agents in managing celebrity endorsements, emphasizing the importance of personality, reputation, and ethical behavior. It discusses how athletes, particularly young millionaires, can make poor decisions that impact their finances and sponsorships. Ethical decision-making and character development are crucial as agents, advisors, and mentors guide celebrities like Darryl Strawberry through their careers. The chapter highlights ethical dilemmas and the impact of role models on the ethical behavior of students today.

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The Ethics and Influence of Sports Agents in Celebrity Brand Endorsements

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  1. AGENTS, MANAGERS, AND ETHICS Chapter 3 Lesson 3.3

  2. OPENING ACT • Sports and Entertainment Celebrities • Earn millions of dollars endorsing products • Companies must value them as spokespersons • Personality • Reputation • Character • Do not want • Angry • Impulsive • No self-control

  3. OPENING ACT con’t • Millionaire young athletes • Frequently make bad decisions • Finances • Behavior • Sponsors will not tolerate

  4. SHOW ME THE MONEY • Agent • Legal representative of a celebrity • Usually a lawyer or accountant • Negotiate contracts with a • Team • Filmmaker • Concert producer • Negotiate endorsements

  5. TIME OUT • Sports agent Frank Scott was the first agent to show that his clients could sell products as well as play ball. His clients included Yogi Berra, Roger Maris, and Mickey Mantle.

  6. JUDGMENT CALL • Darryl Strawberry • 1990 Smithers Center for alcohol rehabilitation • 4/1994 Betty Ford Center for substance abuse • 1995 suspended for 60 days for cocaine use • 4/1999 arrested for cocaine possession • 8/1999 suspension lifted – returned to Yankees

  7. HANDLERS • Sponsors pay full-time mentors • Henry Gaskin • Allen Iverson – 76ers • Mentor paid by Nike

  8. ADVISORS • Financial and business counselors • Howard White • Jordan/Nike since 1984 • Advisors keep athlete and sponsor together • Part of the job is to make athletes feel the company cares about them as human beings, not just income-producing fans

  9. ETHICS • System of deciding right from wrong in a reasoned and impartial manner

  10. NBA LOCKOUT • Credit for saving season goes to single player • Hakeem Olajuwon—Houston Rockets • Quiet and religious man of principles • Met with Billy Hunter, NBA Player’s Association negotiator • Shaquille O’Neal and Jayson Williams

  11. ETHICS AND CHARACTER MATTER • Ethical behavior based on solid moral principles or high standards • Moral development divided into stages

  12. MORAL DEVELOPMENT • Child learns that exhibiting bad behavior will result in punishment • Good behavior results in rewards • As child matures, influence of others’ expectations grows • Eventually child acts on basis of set of principles

  13. WHY DO STUDENTS TODAY HAVE DIFFICULTY DEVELOPING THE LATER STAGES OF ETHICAL BEHAVIOR?

  14. REASONS….. • Lack of mature adult role models • Exposure to unethical behavior of • Politicians • Sports and entertainment figures • Religious leaders

  15. EVERYONE IS DOING IT!! • Doesn’t make it the principle by which to live • Does not improve the marketability of a product

  16. Lack of ethics can result in publicity that can undo the best marketing plans

  17. CEREAL STARS • 1921 • Washburn Crosby Company • Marketed as Gold Medal Wheat Flakes • Later called Wheaties • General Mills took over Washburn Crosby

  18. CEREAL STARTS con’t • Jack Armstrong • All-American Boy – fictitious character from radio • 1936 – athletes permanent fixture • Lou Gehrig – the first

  19. CEREAL STARS con’t • Stars • Baseball • Aviation • Tennis • Skating • Auto racing • Basketball • Swimming • Track • Gymnastics • Hockey • golf

  20. WHEATIES BOX • A great boon to a career • Goal for some athletes • Considered to be a great honor • 1999 five-box series honoring women in sports • Members of the US Women’s Soccer Team

  21. TIME OUT • In groups of two, design a Wheaties box with an athlete that you think would be a good, ethical representative for General Mills.

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