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Marketing Experts Believe Phelps Will Not See Major Sponsor Exodus Following Second DUI

A second DUI arrest for Gold Medal-winning U.S. swimmer Michael Phelps, coupled with an '09 bong photo, "may not sink him as a beloved corporate pitchman but could douse his earning power," according to branding experts cited by Bill Briggs of NBCNEWS.com. Phelps had been "weathering past indiscretions while pooling tens of millions of dollars in sponsorship deals by hawking watches, sandwiches, swim wear, and more." But will his "long sprint as a sleek corporate brand stall when three public PR slips are measured against his 18 gold medals, the most by any Olympian ever?" As of midday yesterday, five sponsors who back or have backed Phelps -- "including his latest addition, Aqua Sphere -- had not replied to emails" seeking comment. Brand marketing consultant Dean Crutchfield said, "This sort of reckless behavior that lacks any sense of good judgment is an awful example of what not to do when you're a famous sports star. Brands don't want to be associated with this." Northwestern Univ. marketing professor Tim Calkins said, "The brand, Michael Phelps, took another hit with this latest news. Companies want to sponsor people that will reflect positively on their brands." However, marketing and media agency rEvolution Exec VP/Consulting & Research Darren Marshall said, "Phelps won’t lose sponsors due to this. He’s had two strikes now against 18 golds, and if you asked most Americans what the last issue was, they wouldn’t be able to recall it. It will be the same with this one by the time we get to the Rio Olympics" (NBCNEWS.com, 10/1).

WILL THIS HURT HIM FINANCIALLY? Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said that Phelps "will likely remain a popular corporate pitchman." He added, "A second DUI is going to make sponsors nervous. Fortunately for Phelps, the 2016 Games are still a ways off, and there's plenty of time for this to be forgotten before the serious Rio marketing push begins." Dorfman said that Phelps "might actually be helped by the negative headlines swirling around other athletes," including Ray Rice, because his offense "might be lost in the shuffle." The Marketing Arm Managing Dir Matt Delzell said some sponsors might "drop him while some will stand by him, but have him on a tighter leash." He added that Phelps "could face particular wariness from more family-oriented sponsors such as Procter & Gamble, which signed the swimmer to a seven-figure deal" ahead of the '12 London Games (Baltimore SUN, 10/1). MSNBC's Willie Geist said Phelps has had a "few run-ins, but I'm not sure it can chip away at his incredible athletic legacy" ("Morning Joe," MSNBC, 10/1). However, in DC, Babb & Payne write over the past decade, Phelps’ image "has become split between a transcendent athlete who made swimming events the must-see showdowns of the Summer Olympics and that of a massively influential young man who occasionally makes poor choices" (WASHINGTON POST, 10/1).

TIME TO GROW UP: USA TODAY's Nancy Armour in a front-page piece writes under the header, "Phelps Must Learn Laws Apply To Icons." A second DUI arrest is "completely inexcusable for a 29-year-old who swore 10 years ago that he'd recognized the 'seriousness of this mistake' while being sentenced on his first DUI-related charge." If Phelps "wants to go out and party, that's his right." But he "doesn't have the right to endanger the life and safety of others." What makes this "latest bout of stupidity even more troubling is how easily it could have been avoided" (USA TODAY, 10/1). ESPN's Skip Bayless said, “It’s time for people in this country to quit giving a pass to Michael Phelps just because he is an 18-time Gold Medalist and a Olympic golden boy" ("First Take," ESPN2, 10/1). ESPN's Jeremy Schaap said, "When he was much younger, a lot of it was written off as 'boys will be boys, youthful indiscretion.' He doesn't have those excuses anymore. He's a grown man" ("GMA," ABC, 10/1). Former U.S. swimmer Dara Torres said, "When you make a mistake, no matter what it is, you only want to make it once. ... As a 29-year-old, I just can't believe that he made this mistake" ("We Need To Talk," CBS Sports Network, 9/30). In Chicago, Philip Hersh writes under the header, "Phelps' Second DUI Arrest Should Draw Harsher Penalty" (CHICAGO TRIBUNE, 10/1).

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