# Hail Mary Endorsement Deals Mazda Makes Michael Phelps Highest-Paid Sponsor in Chinese History By Marissa Brassfield | Published 2009-01-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/michael-phelps-mazda References: [jalopnik](http://jalopnik.com/5123609/mazda-china-michael-phelps-ink-multi%20million-dollar-sponsorship-deal) & [nydailynews](http://www.nydailynews.com/money/2009/01/04/2009-01-04_michael_phelps_swims_in_dough_thanks_to_.html) Michael Phelps' star power continues to rock the advertising world; the swimming champ has just inked a $1 million endorsement deal with [Mazda](https://www.trendhunter.com/trends/mazda-cx60) in China that will make him the highest-paid Western celebrity sponsor in the history of that country. Michael Phelps will return to Beijing to complete endorsements for the Mazda 6 automobile in public appearances, on television and in print ads. Phelps' sponsorship deal is hoped to aid flagging Mazda sales in China, which according to [Bloomberg News](https://www.trendhunter.com/trends/bmw-3) have been well under their projections. "The people of China have been very supportive of me and my efforts to help promote swimming," Phelps told the New York Daily News. "I am excited to begin 2009 with my first return trip to Beijing since the Games." ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 38% | Activity: 2% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Celebrity Endorsements:** Opportunity for brands to partner with high-profile celebrities to boost sales and brand awareness. - **International Sponsorship:** Expanding endorsements and sponsorship deals to foreign markets with high potential for growth. - **Influencer Marketing:** Utilizing influential individuals to promote products or services to a target audience for increased market penetration. ### Who This Affects Most - **Automotive:** Collaboration with celebrities to endorse vehicles can drive sales and improve brand perception. - **Sports and Fitness:** Opportunity for sports apparel and equipment brands to partner with athletes for endorsement deals. - **Advertising and Marketing:** Providing solutions for brands to leverage celebrity endorsements and influencer marketing strategies for increased customer engagement. ## Related on Trend Hunter - [Sports-Inspired Digital Docuseries](https://www.trendhunter.com/trends/digital-docuseries.md) - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Fan Engagement Partnerships](https://www.trendhunter.com/trends/mclaren-racing-and-mastercard.md) - [Polarized Eyewear Partnerships](https://www.trendhunter.com/trends/lydia-ko.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Historic Athlete Cereal Packaging](https://www.trendhunter.com/trends/wheaties-century-box.md) - [Dragon-Honoring Luxurious Cars](https://www.trendhunter.com/trends/phantom-extended.md) - [Athlete-Endorsed Cleaning Product Lines](https://www.trendhunter.com/trends/whole-darn-arm.md) - [Exclusive Eyewear Partnerships](https://www.trendhunter.com/trends/oracle-red-bull-racing.md)