This document discusses celebrity endorsements and provides examples of endorsement deals that became disasters due to scandals involving the celebrity. It notes that Tiger Woods lost major endorsement deals valued over $5 billion total after his extramarital affair scandal. Lance Armstrong also lost deals worth over $75 million annually after doping allegations. The document lists other celebrity endorsements that failed, and suggests characteristics to consider when choosing celebrities to endorse brands.

1. Celebrity
Endorsement
A DARK SIDE VIEW
Presentation by
G. Sathish
R. Raghu Raman

2. “
Any brand can get a celebrity
is easily , but getting the right
person , for the right purpose ,
for the right brand is not easy .
”

3. PITFALLS OF CELEBRITY
ENDORSEMENTS…

4. ULTIMATE CELEBRITY ENDORSEMENT
DISASTERS..
Personal life :
TIGER WOODS SCANDAL
Net Worth : $ 600 million
Endorsements Earning: $ 65.2 M
Forbes Rich list
: 1ST RANK

5. Tiger woods scandal:
These are the
companies which
dropped tiger woods
contract to
endorse their brands
in the wake of the
scandal involving his
extramarital affairs in
2009.

6. Total losses incurred by sponsor's
– post woods scandal plot
Group of
sponcer’s
Percent
loss
Dollar
(in Billion)
All
sponsor ’s
2.3
12.37
Big 5
2.4
8.11
Nike &
Pepsi
4
5.71

7. Misbehavior : Lance Armstrong
doping scandal
Net Worth : $125 Million
Endorsements Earning: $ 20.0 Million
Forbes Rich list
: 65TH RANK

8. Lance Armstrong doping scandal :
These are the companies
which dropped
lance armstrong
contract to endorse
their brands
in the wake of the
scandal involving
allegations that he used
steroids during
his racing career

9. Total losses incurred by sponsor's
– post armstrong Doping scandal
$75 million per
year..???

10. Top celebrity endorsement
disasters…
BRITNEY SPEARS
FOR PEPSI IN 2003
RANI MUKHERJEE
FOR HERO CYCLES
IN 2004

11. Top celebrity endorsement
disasters…
MIKE TYSON FOR PEPSI &
BLACK ENERGY DRINKS
AJAY JADEJA FOR CASTROL,
BRITANNIA,PEPSI..

12. Top celebrity endorsement
disasters…
KOBE BRYANT FOR NIKE &
LENOVO..
S.SREESANTH FOR NIKE,PEPSI,
KINGFISHER..

13. If I am going to be CEO of a
company the celebrities I would
prefer to endorse my products…

14. For international markets..
EXTINCTION
MISBEHAVIOUR
PERSONAL LIFE
LOW
REPUTATION

15. For indian markets..
EXTINCTION
MISBEHAVIOUR
PERSONAL LIFE
REPUTATION

16. THANK YOU…