Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Hank Aaron remains most appealing sports celeb
Oct 17, 2006
MILWAUKEE JOURNAL-SENTINEL
Tuesday, Oct. 3, 2006, 2:05 p.m.
MILWAUKEE -- Hank Aaron, baseball's all-time home-runs leader, retired in 1976. Yet he still remains a huge fan favorite.
So says the Davie Brown Index, which measures a celebrity's ability to influence consumer purchase behavior.
The DBI was created by Davie Brown Entertainment, a Hollywood entertainment marketing agency. The DBI consists of a 1.5-million member research panel which evaluates celebrities. The DBI measures celebrities across several attributes, such as appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust.
In the world of sports, Aaron is the most appealing celebrity, the company said.
Aaron edged gymnast Carly Patterson and baseball Hall of Famer Nolan Ryan for the top spot in the "appeal" attribute, which measures a celebrity's likeability.
San Francisco Giants slugger Barry Bonds, who ranks second all-time in home runs, was No. 345 in the appeal category.
