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Brands' Views on Ambassadors and Credibility

With fans' idolisation of sports personalities showing no signs of abating, most agree that brand ambassador relationships remain a powerful marketing tool. That said, the last couple of years have led commentators to question their effectiveness - in part this is due to high-profile scandals among sporting personalities, but some are also asking how brands can achieve ROI from traditional brand-led, advertising-heavy deals with global superstars.

With today's brands needing to think long and hard before entering into partnerships with individual advocates, Pearlfinders spoke to marketers at five companies for up-to-date views on the issues those pitching brand ambassador deals need to be considering.

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