Rolex Signs Multityear Extension With DIS Three FIFA Sponsors Decline To Renew Deals Seahawks Go On Trademark-Filing Spree GoPro Signs Sponsorship Deal With NHL Microsoft, Nationwide Announce Super Bowl Ads Coates Golf Sees Early Success Marketplace Roundup PBR Re-Ups With Top Sponsor Ford Ingersoll Rand Signs NASCAR Deal Univ. Of Cincinnati Switching To Under Armour
Upcoming Conferences and Events
SBD/May 24, 2011/Marketing and Sponsorship
Lance Armstrong's Marketing Portfolio Excels Despite Reports Of PED Use
Published May 24, 2011
MELLOW YELLOW? In Philadelphia, Rich Hofmann writes under the header, "Does Armstrong Controversy Taint Livestrong?" The "power of celebrity in our culture is often derided, and for good reason," but Armstrong was different because "he used his celebrity for something greater." Through Livestrong and his cycling success, Armstrong "inspired people on an individual level, people fighting against a terrible disease, and he created this great charitable edifice as well." But Hofmann adds, "What if the fuel for his celebrity was enriched by deceit? The great cause is still great and the good works are still good -- but what happens if another grand jury brings another indictment against another sporting icon? ... The yellow wristbands make this one different" (PHILADELPHIA DAILY NEWS, 5/24).