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SBD Global/June 27, 2014/Marketing and Sponsorship
Adidas Drops Luis Suárez World Cup Commercials, Will Hold Talks After Event
Published June 27, 2014
NO LONG TERM HIT EXPECTED: FORBES' Christina Settimi asked, "does the bite heard around the world hurt Suarez?" Financially, "it appears not." Suárez’s "largest and most important sponsor is keen on keeping their star whom they signed to a long-term multi-million incentivized contract." Adidas' statement "is a transgression from the company’s previous policy on violence." The shoemaker "dropped singer Teyana Taylor after she had a spat with fellow pop star Rihanna and threatened her over social media." Then a representative for the company said that "it doesn’t condone violence of any kind." But that is "how important" football is to adidas’ business (FORBES, 6/26). In London, Simon Peach reported Suárez "also has a relationship with 888poker, having recently joined them as a worldwide ambassador." The forward "has produced several video diaries during the World Cup as part of that role, which will also see him join in with several of the company's events." However, 888poker announced on Wednesday that "it is considering dropping Suarez after this latest incident" (INDEPENDENT, 6/26).