Comcast Signs Sponsorship Deal With USOC Plank, UA Excited About New MLB Deal Busch Part Of A-B InBev's Super Bowl Lineup Shaq Outlines Endorsement Strategy On "Late Night" Reebok Unveils Shoe For Teenage Weightlifter Anta, Klay Thompson Negotiating Contract Extension Butler Covers Brown In Visa, PapaJohns.com Spot Evernham Excited About Dodge's Potential Return HScott No Longer Competing In NASCAR Dodge Planning On Return To NASCAR?
SBD/January 28, 2014/Marketing and Sponsorship
Time To Shine: AT&T Set To Debut Sochi Ads Focusing On "Less-Heralded" Athletes
Published January 28, 2014
SOCIAL ISSUES? In N.Y., Stuart Elliott reports Coca-Cola, McDonald's and other big advertisers for the past week have been "having to fend off gay rights activists who have hijacked their Olympic promotions on social media." The "tug of war involving McDonald’s began Jan. 21 when the company introduced on its Twitter feed a hashtag, #CheersToSochi." Activists who have been protesting a Russia law against homosexual propaganda "filled Twitter with posts that used the hashtag for their own purposes." The "hijacking then spread to other sponsors of the Winter Games, most notably Coca-Cola" (N.Y. TIMES, 1/28).