The right sport-endorser should play a sport that your target market likes. Ideally, the sport itself reflects some attribute (like speed, toughness) that connects with the brand.
A winner-success on the field and even in post-sports career. Marketers look to tap into that aura.
Clean living-but not too clean. Some brands are looking for a certain edge, so an aggressive playing style or a history of acting out may be desirable.
Articulateness-helps if endorser can speak in sentences. Star athletes tend to be very coachable.
Likes your brand-for equipment deals, like shoes, this is easy to ensure. For non-endemic products, say deodorant or financial services, the athlete must be believable.
Personality-a winning attitude, outgoing nature and some (but not too much) humility. The more likable the athlete is in person, the better.
Good looks-may seem shallow, but consumers like a pretty face.
Marketing savvy-an athlete who's sharp enough to comprehend your marketing goals and see how to mesh them with his own aspirations for self-promotion.
Right portfolio-an athlete whose portfolio of other endorsement deals doesn't compete with yours. Best if other packages reflect values that reinforce those of your brand.
The right price-endorsement deals can range from a few thousand dollars to the multiyear, multimillion-dollar deals. There's a grateful athlete for nearly every budget.