Third party endorsers are important in public relations. Most major corporations use third party endorsers to represent and sell their brand. "Popularization happens when you get credible third parties to speak for your brand, and that is something PR can do extremely well." - Scott Keogh, chieft marketing officer of Audi. Let's take a look at the brand, Gillette. All the way back to the year 1910, Gillette has been sponsoring sporting events; baseball players were featured in many advertisements for their original Gillette Safety Razor. NASCAR has also partnered with Gillette in a program which is called "Young Guns" where popular racecar drivers endorse Gillette. Gillette pays sports celebrities to endorse their products and I believe they do this well.
Gillette is often linked with many sports celebrities such as Derek Jeter, a baseball champion, and also Tiger Woods, a well-known golf champion. They also use many other tennis, cricket and soccer champions to endorse their products. In order to have these sports celebrities endorse their products, they need to maintain a close relationship. MLB, NHL, World Cup Soccer and the PGA Tour are all examples of professional sports leagues in which corporations will pay celebrities to endorse their products and services.
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