As the market competition becomes more and more fierce, when new products need to be published or need to establish a brand image, enterprises will have many marketing methods in order to increase sales volume, and sports endorsement is one of the most popular marketing methods for consumers. Enterprises use sports endorsements to attract consumers' emotional identity and then purchase products. The athletes’ own sporting achievements, technology, and personal attraction in a certain sport will attract consumers’ attention and bring positive images to the products, coupled with the popular cohesiveness of well-known athletes and high media exposure. Both can bring business opportunities to enterprises, which is also the main factor for enterprises to actively seek sports spokespersons.
The main purpose of this study is to explore the consumer's current behavior of sports products, the status of baseball star endorsement products and the impact of baseball celebrity endorsement sports products on consumer purchasing behavior from the perspective of player brokers. The study found that when players choose the appropriate endorsements for the players, they mainly focus on the athletes themselves, and then different players according to the characteristics of the players themselves, the ethnic groups that may be affected, and the characteristics of the products. Pick the right endorsements to match the image of each member.
