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The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the advertisement effectiveness when using a Swedish athlete endorser. The results show that a well-liked Swedish athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an athlete endorser are trustworthy, physical attractiveness, success in sports and “successful in respondent’s mind”. The characteristic variable “unassuming” is considered to contribute as a mediator between the variable trustworthy and the fact that consumers form a positive attitude towards the athlete endorser. Further, the results show that a high level of congruence between product, profile and target group is vital to be able to form effective commercial advertisements and ...