SBD/November 15, 2013/Marketing and Sponsorship

NFLPA Letter Rebukes Spirit Airlines CEO For "Incognito" Ad, Demands It Be Pulled

The NFLPA sent a letter to Spirit Airlines President & CEO Ben Baldanza "lambasting the company for insensitivity" and demanding that it immediately pull and apologize for its new ad "making light of the Richie Incognito bullying scandal," according to Dave Jamieson of the HUFFINGTON POST. The union also "calls on Spirit to donate some of its profits to an anti-bullying advocacy group." The ad, which the NFLPA in the letter called "pathetic," hypes a $24 discount. The ad "tells travelers not to 'be bullied by high fares.'" It features "a sullen-looking businessman slouched on an airport terminal floor, wearing a helmet in the Miami Dolphins' teal and orange colors." The ad copy "encourages travelers to 'fly incognito out of Florida or any place for that matter.'" The union "accuses Spirit not only of insulting players but 'clumsily co-opting' their names and team colors without permission." A Spirit spokesperson did not immediately respond to a request for comment sent late Thursday (, 11/14).

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