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Factors influencing the credibility of athletes as luxury brand ambassadors by sport interest
The survey breaks down which credibility factors — from success and authenticity to charisma — drive luxury brand ambassador fit across soccer, tennis, handball and ice hockey fans.
The survey breaks down which credibility factors — from success and authenticity to charisma — drive luxury brand ambassador fit across soccer, tennis, handball and ice hockey fans.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
10/07/2025 - 10/08/2025
Survey country
Survey country
Germany
Sample
Sample
n=592 people interested in sport who find athletes credible as ambassadors for luxury brands (top 2 on 4-point scale), including n=490 people interested in soccer (top 2 on 4-point scale), n=340 people interested in basketball (top 2 on 4-point scale), n=308 people interested in tennis (top 2 on 4-point scale), n=296 people interested in handball (top 2 on 4-point scale), n=252 people interested in ice hockey (top 2 on 4-point scale), and n=252 people interested in volleyball (top 2 on 4-point scale)
Question
Question
Welche Eigenschaften machen Sportler & Sportlerinnen für Luxusmarken besonders glaubwürdig? (Mehrfachantworten möglich; gestützte Antworten)