SBD/13/Sponsorships Advertising Marketing

ADIDAS TRIES TO GET ITS PHIL, BUT NCAA SAYS IT'S "TOO MUCH"

          An adidas ad congratulating the Univ. of TN (UT)
     football team on its Fiesta Bowl victory, which began
     running less than 24 hours after the game, was a "violation
     of NCAA rules [which] prohibit student athletes from
     appearing in ads that feature the ad-makers' merchandise,"
     according to SI's "Scorecard."  The spot "clearly shows" the
     adidas logo on the shoes, wristbands and jerseys of UT
     players.  NCAA Dir of PR Wally Renfro: "There's nothing
     wrong with Adidas or any other company producing a
     congratulatory ad that includes the company's logo, so long
     as its product isn't identifiable.  To continue using the
     spot, Adidas will have to remove those clips or sanitize the
     ad so that the logos on the products don't appear."  UT had
     "instructed Adidas to fix the ad immediately or take it off
     the air."  The NCAA "had no plans to punish" UT, because the
     school "took measures to correct Adidas' error" and its
     players did not give the company permission to use their
     likenesses.  An NCAA spokesperson, on possible penalties for 
     adidas: "We can't really do anything" (SI, 1/18 issue).

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