In the beginning of the 21^st century celebrity endorsement phenomenon is assuming a very significant role across the world. Leading companies are prepared to go the extra yard to sign celebrities for endorsing their brand. Sports celebrities are occupying huge amount of advertising space and time in the mass media and endorsing multiple brands. First, this paper focuses on determining the level of awareness about 20 Indian sports celebrities among the respondents. Secondly, the study is aimed at determining the potential of the Indian sports celebrities as probable brand endorsers. Finally, a conceptual guideline is provided to advertisers in selecting the right sports celebrity. The findings of the study clearly pointed out that the Indian cricket celebrities are enjoying 100% awareness among the respondents. However, when it comes to the popularity criteria, not just cricketers but other Indian sports celebrities also have the potential to become successful brand endorser in different mass media.

In the context of India, celebrity advertising is very much evident in mass media. Sport is a passion. People cry and cheer their teams—and this makes it a big business as well. Domestic companies as well as multinational players who are operating in India are hiring Indian sports celebrities for their brand endorsement. Huge amounts of money are offered to these sports celebrities as endorsement fees and they occupy a lot of media space and time in print and electronic media.

Celebrity endorsement in India started gaining prominence since the 1980s. Indian sports celebrities going global with events like the Asian Games in 1982 and Cricket World Cup victory in 1983 followed by the successful organization of the Reliance Cup (World Cup cricket tournament) in 1987. With the Commonwealth Games about to start in 2010 in New Delhi sports celebrities will be in great demand among marketers to endorse their brands.

If we look back at the 1980s we can recall brands like Vimal, Thums Up, Gwalior and Dinesh using star appeal in the early days of mass advertising. There was a burst of advertising, featuring stars like Kapil Dev (Palmolive Shaving Cream), Sunil Gavaskar (Dinesh Suitings, Thums Up) and Ravi Shastri (Vimal).

Marketing Management Journal, Band Endorsement, Advanced Micro Devices, AMD, Celebrity Endorsement, Research Methodology, Psycho Graphic Connect, Demographic Connect, Mass Appeal, Brand Ambassador, Celebrity Endorsement Strategy, Celebrity Credibility.