SBD/Issue 96/Sponsorships, Advertising & MarketingPrint All
Phelps Speaks Publicly For
First Time Since Sunday
USOC WANTS MEETING WITH PHELPS: USOC CEO Jim Scherr yesterday said that he would "like to have a face-to-face meeting" with Phelps, while USOC Chief Communications Officer Darryl Seibel said that the federation was "sending Phelps a letter offering its assistance." Scherr said, "Based on this occurrence, we at the USOC, as we said in an earlier statement, are exceptionally disappointed in him, as he is in himself. We'll follow up and have a direct conversation with him and people close to him." Scherr added, "I think, obviously, his sponsors and people close to him will be and are concerned about whether this may be a recurrence or whether this is a pattern of behavior" (AP, 2/4). Meanwhile, FINA yesterday accepted Phelps' apology, and ESPN’s Michael Wilbon said, “I hate when people in positions of authority are afraid of young athletes ... and they just sort of cower and they just kiss up to them in such a way and offer them praise as if it's going to somehow reflect on them, and they come off looking like morons” ("PTI," ESPN, 2/4).
Subway Refusing To Comment, Issue
Statement Regarding Phelps Incident
BOTH SIDES OF THE TABLE: In Toronto, Rosie DiManno writes under the header, "Phelps' Bong Toke Blown Out Of Proportion." The public's response thus far to Phelps' "itsy-bitsy transgression has been one big shrug -- except for some sports columnists wagging their fingers: The same moral stalwarts who routinely get pissed to the gills, sometimes right after filing their dispatches on Phelps from pool-side." It is "silly to place him among that firmament of felons" (TORONTO STAR, 2/5). ESPN’s Mike Greenberg said of Phelps possibly skipping the London Games, “I really hope this episode does not keep him from doing it again. That would be really a shame. I think what he did can be described as irresponsible and silly. … People have done far worse things” (“Mike & Mike in the Morning,” ESPN2, 2/5). In Boston, Charles Pierce writes to Phelps, "Your apology is unnecessary. You don't owe me one. ... I truly do not care that you undermined all the hard work that your sponsors and [NBC] put into creating an artificial You" (BOSTON GLOBE "OT," 2/5 issue). But CBSSPORTS.com's Mike Freeman wrote Phelps is "receiving the kind of pass you rarely see athletes get." His sponsors are "sticking by him and it seems many sports fans are defending Phelps as are members of the media." But Phelps "possesses a sense of arrogance and self-entitlement many of us didn't spot until now, a combination of Ko-Me Bryant and Manny Ramirez" (CBSSPORTS.com, 2/4). In Cleveland, Bud Shaw writes under the header, "Phelps' Backers Deserve A Gold Medal For Loyalty (Or Blind Faith)." Phelps should not be arrested, but the "reaction is such you'd think hitting a bong is just another water workout for an Olympian swimming in $100[M] worth of endorsements." Shaw: "I don't know what the tipping point is for sponsor loyalty to athletes who do dumb things" (Cleveland PLAIN DEALER, 2/5).
Will Image Of Smoking From Bong Be
Synonymous With Michael Phelps Forever?
TIME TO SHOW HUMILITY: In New Orleans, John DeShazier wrote Phelps "exhibited a level of misjudgment -- or stupidity, or hubris -- that suggests he deserves a penalty that's a little more severe than making a couple of public service announcements and speaking to a few hundred grade school kids." As a celebrity, "you know every move is being watched," and you "should do what you do publicly with much forethought." But if Phelps "didn't learn that after the Athens Games, after all of the unwanted spotlight he earned because he drank and drove while he couldn't legally drink and obviously shouldn't have been driving, then you wonder how long it's going to take for the lesson to sink in" (NOLA.com, 2/4). ESPN's Tony Kornheiser said, "He's a great swimmer and he’s very practiced at the art of apologizing and promising it will never happen again. So now he's gone through a DUI, now he’s gone through a bong hit, and if he cheats on his taxes he will apologize again and tell you sincerely that this is never going to happen again. The truth of the matter is you have to question his character and certainly his judgment” (“PTI,” ESPN, 2/4). In Jacksonville, Gene Frenette writes Phelps is "just another big shot hoping a short mea culpa would make it all blow over" (FLORIDA TIMES-UNION, 2/5).
INCIDENT COULD INCREASE POPULARITY: In K.C., Sam Mellinger wrote the incident actually may make Phelps "more popular." Phelps "hasn't been caught doing anything that too many of us haven't also done." He is a 23-year-old with "flaws who makes stupid decisions like other 23-year-olds." Mavericks Owner Mark Cuban's popularity "only grows when we see pictures of him out," and Steelers K Jeff Reed similarly "becomes something of a cult hero" when compromising pictures of him are released. Actress Vanessa Hudgens' popularity "spiked after nude photos of her made the rounds," and reality TV star Kim Kardashian's "celebrity launched shortly after her sex tape leaked." Mellinger: "Instead of being turned off, there's a huge segment of sports fans who like seeing their athletes as human" (KCSTAR.com, 2/4).
Tiger Woods (r) Will Not Play In Buick
Invitational For First Time Since 1998
PROCEED WITH CAUTION: In San Diego, Tim Sullivan reports Buick has "eliminated alcohol from its hospitality areas" at this week's event, and the 25 automobile dealers who competed in yesterday's Pro-Am "did so largely on their own dime." GM this month will receive $13.4B in federal bailout money, and company execs are "acutely wary of appearing wasteful." Buick Golf Marketing Manager Larry Peck: "We want to err on the side of caution. We still need to advertise our products. In fact, you could argue right now, probably more than ever. But we're taking a very prudent approach." Wilson said, "Buick has given us every indication that they're going to continue with their sponsorship for 2010, and we have no reason to believe that they won't do that. They still have to market their product, still have to sell their product, still have to get it out in front of people." But Wilson added, "Economics is economics. If they can't afford to do it, that may change golf." PGA Tour Exec VP/Communications & Int'l Relations Ty Votaw: "Given what we're going through in the economy, it's a little early in this process to make predictions about what might happen at the end of 2010." Votaw noted that the PGA Tour has "yet to negotiate a tournament sponsorship deal for less money than was paid previously" (SAN DIEGO UNION TRIBUNE, 2/5).
AN ABSENT ROAR: Golf Channel's Steve Sands reported golfer Tiger Woods, who has won the Buick Invitational six times, is the "poster child" for this year's event despite not entering it due to his recovery from knee surgery. Woods is featured on event posters and other promo items, and it has "become somewhat of a controversy in San Diego." However, it is "customary for the defending champion of a PGA Tour event to be promoted by tournament officials." Woods had played in the Buick Invitational every year since '98, and San Diego Union-Tribune golf writer Tod Leonard said the "market didn't really adjust to the fact that Tiger wasn't going to be here." Leonard: "People still wanted him to be here, hoped he was going to be here and now he's not, so there's a little bit of a hole really in this tournament" ("Golf Central," Golf Channel, 2/3).
Hudson's Bay Hopes Canadian Olympic Team
Connection Will Boost Business
Gatorade Received $30.1M In Exposure
From 27 On-Air Minutes During Super BowlRankBrandDuration (MM:SS)QIMV1Gatorade27:000.317$30,147,8672A-B4:430.48$13,980,4563Reebok17:040.149$13,509,0244Bridgestone3:260.827$9,799,6385Hyundai1:310.972$8,798,5516Motorola8:110.168$8,136,8507Sprint1:440.391$2,959,6298State Farm1:260.392$2,811,4929Hess3:380.174$2,729,45010Pepsi5:280.338$2,716,025
METHODOLOGY: Using the various rates as a baseline for its two proprietary metrics, Image Impact was able to determine the total monetary value of the broadcasts. The QI ScoreSM (Quality Impact Score) assigns a measure of quality based on the duration, size, isolation status and types of detection appearing in a broadcast; it is a measure of potential impact. The MV (Monetary Value) is a dollar amount representing the estimated monetary value of a sponsors' detections within the context of a given broadcast presentation and is calculated using an established value of the 30-second spot rate for the broadcast as a benchmark before discounting by the percentage of the Quality Impact Score.
Crabtree's Agents Trying To
Negotiate Endorsement Deals
A DEAL YOU CANNOT REFUSE: NHL Commissioner Gary Bettman said of the league potentially allowing advertisements on jerseys, "I suppose that on a league-wide deal if somebody came in and offered a ridiculous amount of money that I couldn't even imagine, I'd have to take it to the owners and see what their preference is." But Bettman added, "I think, for the foreseeable future, the uniforms will stay, from a commercial standpoint, the way they are" (CBC Radio, 2/4).
YOU CAN'T SEE ME: Golfer Boo Weekley has unveiled an apparel line called Firethorn by Boo Weekley, and he said of the endeavor, “I’m not the designer. I just like camouflage. They can figure out the colors that go with it. But its mossy oak print that we are doing." He noted Firethorn is the "actual company that has the shirt manufacturing stuff, but its just camouflage. Camouflage to me is really part of my whole get up. It’s just who I am. I feel natural in it” (“19th Hole,” Golf Channel, 2/4).
NOTES: Wheaties yesterday at the NBA Store in N.Y. unveiled a limited-edition commemorative box featuring Basketball HOFer Willis Reed. Wheaties traditionally honors a renowned African-American athlete during Black History Month (Wheaties)....Joe Gibbs Racing officials yesterday announced GameStop will return as a sponsor of the team's No. 20 NASCAR Nationwide Series Toyota, driven by Joey Logano for 20 races this season (SCENEDAILY.com, 2/4).