Lebron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products, they can help with the firm's positioning strategy. A solid positioning strategy considers the strengths and weaknesses of the organization, the needs of their target market and the position they sit against competitors. By making sure their positioning strategy is the best it can be, they are able to outshine some of their competition.
