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Where are female athletes’ endorsement deals?

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The US women won 58 medals at the 2012 London Olympics, a tally better than the overall medal count for all but three countries (China, Russia, Britain) participating in the games.

You might think endorsement deals for these impressive female athletes are a sure bet, but soon-to-be-published research from Syracuse University says otherwise.

“It appears,” says Professor Rick Burton, “although more research is needed, that males embrace heroic athletes like Michael Jordan or Michael Phelps and are not put off by their appearance or achievement. Gatorade grasped this when they created their ad campaign ‘Be Like Mike.’

“But female consumers appear to react differently to heroic endorsement by their own gender.”

Full story at Futurity.

More research news from top universities.

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