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SBD/February 15, 2013/Marketing and Sponsorship
Is Nike Doing Its Due Diligence Before Signing Athletes To Stable Of Endorsements?
Published February 15, 2013
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THE TIMES THEY ARE A-CHANGIN: The GLOBE & MAIL’s Bruce Dowbiggin writes these are “hard times for heroes and the people who promote or sponsor them.” In this “media-saturated age, where values sell products, sponsors and charities fall especially hard for athletes such as Pistorius or Armstrong.” Their “virtuous back stories give sponsors the halo effect in addition to marketing push.” Pistorius was one of the “great legends of the 2012 London Olympics, seemingly running against the odds on his blade-like feet.” His sponsors “took it from there, giving him the Lance Armstrong treatment.” But Dowbiggin wonders, “Did Pistorius’s Teflon effect cause the sponsors to miss signs? A cursory look behind the scenes should have raised flags about Pistorius” (GLOBE & MAIL, 2/15). ESPN’s Pablo Torre said the Pistorius story "continues the most brutal stretch of idol-smashing in sports that we’ve ever seen probably in history." Torre: "You start with Joe Paterno, you go to Lance Armstrong to Manti Te’o to now Oscar Pistorius” (“Around The Horn,” ESPN, 2/14).