WRITER: Dr Robert van der Veen

Issue 5

Dr Robert van der Veen is a Research Fellow in the Australian Centre for Asian Business at UniSA. His research interests include consumer loyalty and satisfaction, tourism management, and celebrity endorsement.


Perfect match

Perfect match

When it's a good fit for your business

OPRAH WINFREY - US$2.9B net worth
Arguably one of the world’s most influential people, Winfrey was named by Forbes as the Most powerful celebrity and the Highest-earning celebrity of 2013. The success of Winfrey’s opinions and public endorsements has been dubbed ‘The Oprah Effect’, and has made her one of the most sought-after celebrities for innumerable products and services around the world.

MICHAEL JORDAN - US$650M net worth
Widely considered the best basketball player of all time, Jordan’s game made him one of the best marketed athletes of his generation. His partnership with Nike is undeniably his most lucrative venture, with the Air Jordan sneaker contributing over US$1 billion to Nike’s annual sales. He now owns a division of Nike, The Jordan Brand, which generates US$1.75 billion globally.

BEYONCÉ - US$300M net worth
One of the world’s best-selling music artists and performers, Beyoncé trails Oprah at #4 as Forbes' Most powerful celebrity of 2013. Her success includes a multi-million dollar deal with soft drink giant, Pepsi, who offered her US$50 million in 2012 to endorse their brand commercially. Pepsi in turn agreed to sponsor her creative projects including albums and world tours.

JACKIE CHAN - US$130M net worth
Hong Kong actor and entrepreneur, Jackie Chan is most known for his acrobatic fighting skills and stunt routines in action comedies. Topping Forbes' China list in 2010 as the #1 Top Celebrity, Chan has become a cultural icon of Hong Kong appearing in numerous public service announcements, tourism promotions and attraction openings, such as Hong Kong Disneyland.

NICOLE KIDMAN - US$130M net worth
Synonymous with style and elegance, Australian actress and Academy Award winner, Nicole Kidman, is one of the highest-paid performers in the world.In 2004, her ethereal beauty was captured by prestige perfume brand, Chanel, who made her the face of Chanel No. 5, and reportedly paid her over US$3.71 million for the 3-minute advert—a record for the most money paid per minute.

Baggage control

Baggage control

When it's best to part company...

TIGER WOODS - US$500M net worth
American sportsman, Tiger Woods, has only recently reclaimed his title as Forbes' Highest paid athlete for 2013, but it wasn’t always smooth sailing for the top golfer. In 2009, Woods’ highly publicised infidelity scandal not only hurt his game, but lost support from major endorsers such as Tag Heuer, General Motors, Gillette, and Gatorade, reporting a loss of US$23 million.

BRITNEY SPEARS - US$220M net worth
In the late 1990s, pop sensation, Britney Spears, was a force to be reckoned with. By 18 she had sold over 100 million albums globally, making her one of the best-selling music artists of all time. In 2001, she secured a US$8 million deal with Pepsi, only to be sacked when caught sipping on rival Coke. She is now allegedly an investor in Coke and has cut all former ties to Pepsi.

LANCE ARMSTRONG - US$125M net worth
Professional cyclist, Lance Armstrong, was once one of the highest paid athletes in the world, earning over US$20 million a year.But in 2010, years of doping suspicions were confirmed, and he was charged as a drug cheat. Stripped of his 7 Tour de France titles, he was dropped by every major sponsor, costing him not only his reputation, but more than US$75 million in endorsements.

KATE MOSS - US$70M net worth
British supermodel, Kate Moss, has consistently been one of the highest paid models, adorning magazines covers and catwalks the world over. The face of many elite brands, Moss was fast-dumped by H&M, Chanel and Burberry after tabloids ran photos of her snorting cocaine. Despite this set-back Moss has not suffered any long-term commercial damage; she is still a supermodel.

O.J. SIMPSON - US$250K net worth
Inducted into the Pro Football Hall of Fame in 1985, O.J. Simpson was a gridiron great, becoming the first to ‘rush’ more than 2000 yards in a season. Simpson’s charisma and on-field talent landed him a 17-year deal with Hertz rental cars. But when domestic abuse reports surfaced in 1992, Simpson was quickly dropped by the brand. He is now serving time for multiple felonies.

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