This definitely gives the companies that are paying them more “bang for their buck.” Using athletes as your human advertising space gives you a way larger audience than would your average human billboard. This idea has already stirred up some controversy in the sports world! Here's an excerpt from a journal entry by John Vukelj:
"Consider the following hypothetical: professional basketball player Yao Ming ("Yao") of the Houston Rockets gets the "Twizzlers" candy logo temporarily tattooed on his right bicep. Hershey Foods Corporation ("Hershey"), owner of the Twizzlers candy and logo, is paying Yao $ 250,000 to wear the temporary tattoo, which will naturally wear off in two weeks - after Yao has played in several televised games, appeared on countless sports highlight shows all over the country, and likely graced the back cover of various newspapers.
Hershey is a direct competitor of Nestle, an official corporate sponsor of the National Basketball Association ("NBA").n1 Nevertheless, through its creative arrangement with Yao, Hershey has effectively circumvented Nestle's exclusive contract with the NBA, and has advertised its product in a variety of media for a fraction of what it would likely cost to purchase one minute of advertising during a national broadcast of an NBA game.
This type of marketing ploy, called tattoo advertising, has already made a controversial appearance in the sporting world. Beach volleyball players and skateboarders have worn tattoo advertisements and skin patches.n2 Boxers have been using tattoo advertising to make extra money for several years.n3 A certain online gambling site has temporarily tattooed its internet address across boxers' backs for televised fights, despite resistance from boxing regulators and television broadcasters."
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