Put a famous face next to a product and attention follows. Celebrity endorsement borrows recognition, trust, and aspiration from the star and transfers it to the brand. Sometimes it works brilliantly. Sometimes it backfires loudly.

The mechanics are straightforward. The brand pays a fee, sometimes with equity or a revenue share. The celebrity appears in ads, posts on social media, and occasionally attends events. Exclusivity clauses usually prevent them from promoting rival products.

Risks to weigh

• Scandals that damage the brand by association
• Mismatch between star and product
• Costs that crowd out media budget
• Audiences remembering the star, not the brand

The best matches feel natural. An athlete promoting sportswear, a chef promoting cookware. Forced pairings read as cash grabs and audiences notice.