There are many ways to know how relevant a personality is in the social environment, or at least get an idea of the influence that individual has in it. Currently, the Internet is one of the most utilized in this sense, because through cookies it’s easy to know what users are looking for and what personality awakes the most interest in others. To make a decision for personal sponsorship you need essential information such as the values represented or are perceived by that personality.
For a correct selection it’s necessary to know the values the brand wants to convey and the values projected by the individual in question with respect to society.
To maximize this investment, the personality’s total commitment must be in place. If we want this to happen it is essential to investigate those aspects of the personality that they can 'tarnish’ the brand’s image. We have already seen many cases in which a celebrity’s negative attitude has broken the relationship between sponsor and sponsored causing a less than positive situation for the advertiser. Among the most notorious cases are Tiger Woods, Michael Phelps, Wayne Rooney... all players in scandals involving sex and drugs. Of course, these behaviors often cannot be controlled, but you can reduce your risks. Knowing their history, getting some references and dealing with individual on a personal level before signing the contract would be beneficial for the brand.
The most reliable and secure system for making decisions about this sponsorship is ad hoc research with a research institute.
Given the infinite range of possibilities, few are really valid and effective when communicating. And the spectrum still further reduces when we want to do branding
and tell what our brand is about. You can sell a product or a brand can communicate, but the choice of using personalities, ultimately, will focus more on the personality’s internal factors than external (except for those brands that are only wanting to sell physical qualities). Athletes reflect abstract values very well since their public recognition has been preceded by the work, effort, struggle and, of course, talent.
Source: Johan Cruyff Institute