You know what, something makes me wonder. Having my background in sports and marketing the question has haunted me a long time: not counting shortterm product offers, how come ‘normal’ marketing professionals does not use the principles of tribal marketing more? Why is it so common that million after million is spent on advertising instead of using the Idol to carry the message? And I’m not saying the Idol as a mere picture in an advertisement, but rather as a presence in different settings. How long will it take until we see a wider use of idols in non-sports marketing? Context means more than the message – association is more effective than direct messages.