Abstract- Top athletes are often recruited to endorse products and services as they are effective in generating awareness and positive attitudes towards endorsed brands. However, local athletes in Singapore have not been as successful in attracting endorsement deals. This research seeks to establish if local athletes in Singapore have not been as successful in attracting endorsement deals. This research seeks to establish if local athletes can be effective endorsers. The results indicate that local athlete endorsers are perceived to be less effective than foreign athlete endorsers especially among males. Keywords-sports celebrities; Singapore; advertisement; athlete endorsement