There was no shortage of marketing issues that left their mark on the industry this year. Below are some of the people, campaigns and ideas that made headlines in '13.
A COSTLY MISTAKE: Michael Waltrip Racing loses one of its top sponsors following its race manipulation scandal, as NAPA decides to depart the No. 56 car. The auto parts company had two years left on a deal with MWR in which it was going to sponsor the entire Cup season, a rarity in this day and age. Despite supporting Waltrip since '01, NAPA decides the negative press associated from the incident is not worth the investment. Waltrip is immediately faced with trying to repair his once squeaky clean reputation while cutting back to just two Sprint Cup entries in '14 after losing NAPA.
TIGER'S UPS & DOWNS: After Tiger Woods reclaims the worldwide No. 1 ranking in March, Nike wastes no time in taking to social media with a picture of the golfer and the tagline, “Winning takes care of everything.” This message ruffles more than a few feathers, with critics saying it implied one’s character flaws are meaningless if they can be the best in their sport. Meanwhile, Woods this fall loses one of his longest-running partnerships, as EA Sports drops him from their video game line-up after more than 15 years.
Also:
* Nike signs Rory McIlroy to a multiyear, multi-million dollar endorsement deal, ending months of speculation.
* After Robert Griffin III’s knee injury, adidas mirrors its Derrick Rose campaign and touts “All in for Week One.”
* Pepsi makes a splash in the viral video category as Jeff Gordon goes undercover to test drive at a car dealership.
* Billy Horschel sports octopus-print trousers at the U.S. Open, getting the golf world to talk about his Ralph Lauren pants.
* Fantex spawns the concept of investing in a pro athlete’s career arc, but an injury to Arian Foster puts the initiative on hold.
* The NBA approves on-court advertising near the bench area, but only a few teams have bought in so far.
* NASCAR is forced to redefine its qualifications for race sponsorships after the Sprint Cup NRA 500 causes a stir.
* Cologne and perfume makers find a new niche as college-themed fragrances spring up from Blacksburg to South Bend.
