Competitive Edge - Sports & Entertainment Marketing News

From McNuggets to Vuitton, K-pop’s BTS notch up marketing deals

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Mixing high- and low-cost styles is a well-worn fashion trick, and Korean pop sensations BTS are taking the approach to a whole new level in marketing deals announced this week.

After first agreeing with McDonald’s (MCD.N) to promote a new meal selling for just over $6, the seven-strong boyband have also been named brand ambassadors for Louis Vuitton, the purveyor of handbags that sell for well above $1,000.

Click here to read the story at reuters.com.

Discussion Questions:

  1. What is celebrity endorsement?
  2. Why do you think brands pay celebrities to endorse their products and services?
  3. What characteristics do you think brands look for when determining which celebrities to endorse their products and services?
  4. According to information from this story, what are two examples of brands who have partnered with BTS?
  5. Why do you think they chose to sign BTS to an endorsement deal?
  6. What other brands might benefit from BTS endorsing their products or services? Provide an example and explain how the brand would benefit.
  7. What is an example of a brand that might not benefit from a partnership with BTS? Why? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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