Abstract
The contribution at first deals with classification of all the possible effects the sports celebrities may have in company marketing communication including all the consequential risks related to it. The classification of effects is divided into several areas including financial and economical effects, effects related to brand image as well as effects related to consumer buying behaviour.
The contribution furthermore focuses on the effects of using of sports celebrities in marketing communication for consumer buying preferences. A sample of 416 respondents for questionnaire survey and four focus groups with 41 respondents were used in the research.