IntroductionIn sport, endorsement has quickly become an effective form of advertising for organizations, with Stafford et al (2003) defining this type of commercial exposure as "an [athlete or famous coach] who uses public recognition to recommend or co-feature a product in an advertisement. Wang et al (2012) define the term celebrity “as a person who is well-known and receives respect from consumers”; we hope that this (from a business perspective) will lead to an instant connection between the consumer and the product through the preferred endorser, with Lear et al (2009) supporting the idea that the endorsement of a celebrity is more “likely to positively influence consumers’ purchasing decisions.” How a brand/company advertises its product or services to a consumer through high-profile endorsements could influence sales, depending on what the current market demands, as well as the athlete endorsing the product or service. A product endorsed by a famous athlete has incredible power of attraction in terms of increasing brand awareness, with Poturak (2013) stating that it is “unanimously agreed that celebrity endorsement can confer extraordinary characteristics to a product or service that might otherwise have been lacking.” . With this in mind, external factors such as an athlete's personal life or their "off-the-field" efforts could have just as much impact on the deterioration of a brand's image as on its improvement, Customers' personal opinion of the athletes themselves being the determining factor. deciding factor in whether or not you purchase the approved product. Biswas, Biswas, and Das (2006) believe that “due to consumers' trust in celebrities, consumers tend to accidentally transfer their perceptions of the celebrities to the brand.” So does this mean that much of Nike's success could be due to its affiliation? with sports stars with a “wild side” like Tiger Woods? With statements made by Davis (2013) such as "today's teenagers are taking an extra hit – social pressures are occurring earlier than in previous generations", suggesting defiant behavior within today's youth Today, work towards organizations such as Nike, Adidas and other major sports brands, with a more outspoken and rebellious generation looking for like-minded "role models" to follow and idolize? In some cases, sponsors view disobedient and undisciplined athletes as such a great risk that potential and existing customers, as well as organizations' own public image could be lost or tarnished by their actions, as evidenced by the termination of the sponsorship contract. of 100 meter sprinter Ben Johnson with Diadora, worth an estimated $2.