text: what are the merits of sports celebrities being brand ambassadors?   the premise is that the people who are being targeted for the product will buy the product because the person endorsing the product is the standard itself. in other words if brett favre tells you that this type of football shoe style will help you play better. then you will more then likely believe him because of numerious conference championships, a super bowl win and he is a three time mvp in the nfl.  what it means is reputation sells.