We reviewed studies on the match-up hypothesis of celebrity endorsers published by 13 marketing journals from 1999 to 2010. Recent studies have focused more on the effectiveness of athlete endorsers promoting sports and non-sports products. The results of these studies indicated that the image of the athlete endorser can contribute significantly to the consumer's purchase intentions toward the product. However, we observed that one endorsement type involves using athletes to endorse products that are irrelevant to sports. This type clearly contradicts the theoretical foundation of the match-up hypothesis, which maintains the effectiveness of the fit between the endorser and the product. By quantitatively integrating the empirical results of numerous studies, we determined that the match-up effect of an athlete endorsing a sports product was higher than that of a celebrity influencing consumers' attitudes toward the brand. We recommend future studies to explore the effect of the fit between non-athlete endorsers and sport products on advertising effectiveness.