The article outlines possibilities for brand endorsements for Canadian swimmer Penny Oleksiak, a multiple medal winner at the Rio Olympics.

Getting Started

Appropriate Subject Areas:

Marketing, advertising

Materials needed:

Globe article

Study and Discussion Activity

Introduction to lesson and task:

Brands are always on the lookout for celebrity endorsements and Olympic athletes are sometimes just the connection they want for their product or service.

Action (lesson plan and task):

  • Discuss the following questions and issues with students:
    • Do they know who Penny Oleksiak is?
    • Can they name other Canadian Olympians?
  • Ask them to suggest why an Olympian would be of interest to corporate sponsors.
  • Put them in small groups and have them brainstorm and list what corporate sponsors might be interested in Penny Oleksiak. Beside each sponsor, give a reason they might be interested in her.
  • Distribute the article for reading.
  • Have the students, now in pairs, discuss the role social media can play in helping an Olympian secure endorsements.
  • See if they can suggest circumstances in which an Olympian might not want to secure lucrative corporate endorsements.

Consolidation of Learning:

  • Have the students compare and contrast brand endorsements of Olympians with those of pro athletes and celebrities. Have them create a chart including the value-added of each.
Success and Additional Learning

Success Criteria:

  • At the end of this lesson students will be able to describe the value of a celebrity sponsorship for a brand.

Confirming Activity:

  • Evaluate the students’ charts