The impact of sports celebrity endorsement on profit generation from endorsed brands: A study of Lionel Messi
Nkosinamandla Shezi
International Journal of Business Ecosystem & Strategy · 2026 · Vol. 7 / Issue 6 · 676-685
Publication metrics
External links open provider records or DOI searches. Provider counts are not combined. Mendeley readership measures saves, not citations.
Dimensions
Live provider badge. If unavailable, use the Dimensions link above.
Observed 21 Oct 2026, 00:14 UTC
Observed 22 Oct 2026 01:16 UTC
Observed 22 Oct 2026 01:16 UTC
OpenAlex and Mendeley observations refresh on article visits, at most once per 24 hours. Unavailable data is not zero. Google Scholar opens a DOI search.
Citations received by this article, grouped by the year of the citing work. Crossref and OpenAlex lifetime totals remain separate in Publication metrics.
2017–2026 Annual history last updated:
Citations received
OpenAlex · year of the citing work
Hover over a year or focus the chart and use arrow keys to inspect values.
2017–2026 annual-history window. 2026 is year to date. Unknown years have gaps.
View data & coverage
2026 is incomplete. Within a successfully fetched ten-year window, omitted years mean zero. Years beyond a saved observation’s window remain unknown (—). Older citations are excluded, so this chart’s sum may differ from the OpenAlex lifetime total. The date above belongs to this annual history; an unsuccessful refresh keeps the previous observation.
Abstract
Celebrity endorsement is a widely utilised strategic marketing method employed by companies globally. This study examines the influence of sport celebrity endorsement, with particular emphasis on Lionel Messi's effect on the profitability of the brands he represents. Two prominent brands, adidas and Louis Vuitton, both positioned within the top ten most valuable fashion brands in 2024, were selected for analysis. The study utilised secondary data to fulfil its aims. The findings indicate that Lionel Messi has a positive impact on profit generation for endorsed brands, underscoring the effectiveness of integrating high-profile sports celebrities into marketing communication strategies to enhance profitability. Brand managers who have not yet employed sports celebrity endorsements should consider this approach, as it has demonstrated a substantial impact on company profits. This study recognises specific limitations, as is common in research endeavours. Future research should evaluate the influence of local sports celebrities on the profitability of brands they endorse within the community.
Authors & affiliations
Nkosinamandla Shezi
UNISA
Deposited references
Supplied references, not a list of publications citing this article.
No reference list supplied.