Celebrity Endorsement Scorecard
Marketing experts estimate that most Americans can see up to 10,000 advertisements each day. Because of this vast amount of products we’re seeing, it’s unlikely that many of them are going to stick out—unless of course one of your favorite celebrities is endorsing the product.
Celebrities endorsing products isn’t exactly a new concept in advertising. Advertisers have been taking advantage of the celebrity seal of approval for decades, dating back to the days of long print ads in magazines for soap, cosmetics, and other household products.
In the modern age of advertising, celebrity endorsements still reign supreme, but who are the kings and queens? We took a look at a list of modern actors, musicians, and athletes and tallied up their endorsement deals throughout the years.
Our list didn’t include any products or companies that had celebrity names on them (such as fragrances), any products or companies that were celebrity-owned, any sponsors for another project the celebrity was involved in (such as a TV show), or any promotions before the person was famous in their own right. We also still included any endorsement deals that were later dropped due to a scandal—which, as we all know, is common in the world of celebrity.
Here’s what we found when we took a deep dive into celebrity endorsement deals.
In between filming scenes for their latest Hollywood blockbusters or Netflix binge-worthy series, actors and reality stars can find plenty of work (and money) in advertisements.
So, which actors or reality stars had the most endorsement deals? Jennifer Aniston came in at the bottom of our list with five endorsements, including Aveeno, Emirates, and L’Oreal. Her famous ex-husband, Brad Pitt, had seven endorsement deals, but many of those products were in China or Japan. And Brad Pitt’s “Ocean’s 11” co-star George Clooney came in with a whopping nine endorsement deals, including Honda, Nespresso, Omega, and Martini.
Acclaimed actors Catherine Zeta-Jones, Nicole Kidman, Penélope Cruz, Selena Gomez, and Leonardo DiCaprio also came in our list, but none of them had more endorsement deals than reality-TV queen, Kim Kardashian. Kim Kardashian (with help from mom-ager Kris Jenner) has been slowly infiltrating our television screens and advertisements for over a decade and has an astonishing 14 celebrity endorsement deals. Her deals include Fusion Beauty, Skechers, OPI, QuickTrim, Carl’s Jr., Charmin, T-Mobile, and Calvin Klein.
They wrote all the lyrics to our favorite songs, and they’re also selling us some of our favorite products. But which chart topper topped our celebrity endorsement list?
Nicki Minaj came in at the bottom of our list with five endorsements, including an impressive list of Pepsi, Adidas, Beats Electronics, Roberto Cavali, and H&M. Her “Flawless” duet partner, Beyoncé, had six advertisements, which include L’Oreal, Pepsi, H&M, and Milk. Former teen queen Britney Spears came in with seven endorsement deals, which include Pepsi, Candies, Kenzo, Milk, and Sketchers.
But not even Taylor Swift, who had an impressive seven endorsement deals that include Keds, Diet Coke, CoverGirl, and Apple Music, could compete with the winners on our list of musicians. Jennifer Lopez and Jay-Z topped our list with 12 endorsement deals each. Jennifer Lopez may still be Jenny from the Block, but she also landed celebrity endorsement deals with L’Oreal, Gillette, Louis Vuitton, Guess, Fiat, Gucci, and Pepsi. And it turns out that Jay-Z had six more endorsement deals than his wife Beyoncé, which include Samsung, Sprint, Budweiser, Reebok, Bing, and GMC.
Honorable mentions in this category were Adam Levine, Lady Gaga, Madonna, Rhianna, Snoop Dogg, Justin Bieber, and Katy Perry.
Many athletes have always dreamed of landing that coveted spot on the Wheaties box, but there are many other endorsement deal opportunities that this impressive list of athletes has landed.
Coming in at the bottom of our athletes list are Dwayne “The Rock” Johnson, Floyd Mayweather, Shaun White, and Jimmie Johnson, who all have five endorsement deals ranging from Apple to GoPro to Lowe’s.
Tony Hawk, arguably the world’s most famous skateboarder, has six endorsement deals that include Heinz, Kellogg’s, Hershey’s Milk, and McDonald’s. King James has an impressive nine deals, which include Coca-Cola, McDonald’s, State Farm, Kia Motors, Samsung, and Intel.
Other athletes who made it to our list were Ronda Rousey, Danica Patrick, Hulk Hogan, Conor McGregor, Lance Armstrong (who later lost a lot of endorsement deals due to his PED scandal), and Michael Jordan.
However, it was tennis star Serena Williams, Olympian Apolo Ohno, and disgraced golfer Tiger Woods who came in at the top of our list. Serena has 14 deals, which include Tampax, Gatorade, Nabisco, Nike, Apple, and IBM. Retired speed skater and eight-time medalist Apolo Ohno has 15 deals, which include Hershey’s, Subway, Alaska Airlines, Oreo, and Omega.
But Tiger Woods topped our list at an incredible 20 endorsements, which included Nike, Upper Deck, Gillette, Buick, American Express, Wheaties, TLC Laser Eye Centers, and Rolex—although many of these endorsements fell apart when it was revealed that Tiger Woods had several affairs on his wife, Elin. Not only did Tiger top our athletes list, but he also had the most endorsements out of any celebrity.