Purpose

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

Design/methodology/approach

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

Findings

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

Research limitations/implications

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

Originality/value

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

中文翻译：

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体育名人和 Instagram 上的广告：西班牙品牌赞助案例研究

 目的

本文分析了体育名人在广告话语中的使用情况，旨在了解品牌在 Instagram 上的商业和企业传播中对体育名人的战略运用。

设计/方法论/途径

为此，我们对 2021 年至 2022 年期间 Santander、Movistar、Red Bull 和 Iberdrola 等品牌的 Instagram 帖子进行了内容分析。

 发现

结果表明，从战略上讲，这些品牌利用名人代言策略来追求情感目标，并根据用户类型采取立场。同样，这些发现表明，他们将独特性作为主要的名人特征，同时也主要利用体育价值观，尤其是能力。体育名人所代表的这些价值观本质上具有明显的社会性，这意味着他们享有一定程度的公众认可，这种认可会转移到他们借以形象的品牌上。

研究局限性/影响

结论将名人代言人与战略品牌问题和体育方面联系起来。

 原创性/价值

本文采用实证方法来研究体育名人在与体育界相关的知名品牌的广告中的表现。