One of the goals of marketing is to recognize the needs and wants of consumers in order to fulfil those needs and wants. In order to fulfil that goal, marketers tend to use a wide variety of techniques to maximize benefits for the company while reducing risks and costs. One of the popular ways a brand might attempt to fulfil that goal is trough using celebrity athlete endorsements. Celebrity athletes’ endorsements are used by sports brand around the globe in order to create knowledge and awareness of the product being endorsed, as well as creating a call to action for consumer, i.e., attempting to boost sales. A key ingredient in this tactic is obviously cooperation with celebrity athletes, who through their influence are able to affect and change the thoughts and action of their followers. For the purpose of the study an online questionnaire was distributed to a sample of 154 participants in order to examine the effects of celebrity athlete endorsement on consumer attitude towards the brand. Results show that 69.5% agree or strongly agree that athlete endorsement are used only by the largest and most popular sport brands. Additionally, 81.8% agree or strongly agree that celebrity athlete endorsements add value to the brand with similar number agreeing that athlete endorsements are excellent way of creating exposure for the brand. Furthermore, significant correlation was found between following athletes on social media and being more impressionable to athlete endorsements. Key conclusion is that there is a potential for sports brands to create positive brand image and boost sales by using celebrity athlete endorsements, especially when focusing on targeting sport fans.