SportsBusiness Daily — Sports Business Resources — your sports business news and information source. Learn More
Advanced
Home About Us Advertise With Us Marketplace/Classifieds College & University Program Subscribe/Trial My Account

Friday
May 9, 2008
Print This Issue


 
MOST VIEWED STORIES
View the top 20 stories
 
Recent Issues
Sponsorships, Advertising & Marketing

Lewis Hamilton Takes On Role Of Apollo For Sponsor Vodafone

Hamilton (c) Plays Role Of Apollo As
Part Of Vodafone Promotion In Turkey
F1 driver Lewis Hamilton "may want to think again about what he should and should not consent to do" for corporate sponsors after appearing onstage Thursday in Istanbul, Turkey, as part of a promo for Vodafone, according to Edward Gorman of the LONDON TIMES. Hamilton played the role of the Greek God Apollo as part of a performance of "Fire of Anatolia," and he "found himself 'flying' on to a stage on which a mock battle for Troy was being fought." Vodafone sponsors both Hamilton's McLaren Mercedes F1 team and the play, and Hamilton's involvement was an "attempt to combine two disparate elements of Vodafone's worldwide sponsorship portfolio." The play draws sold-out crowds in Istanbul, but Gorman writes, "It was embarrassing to watch him as he descended slowly to the stage on a trapeze wire. ... Dressed in his logoed race driving suit, he looked less like a majestic Apollo than a cross between Peter Pan and an astronaut." Hamilton: "For sure if I had to wear some strange Borat crazy suit, I wouldn't be doing that" (LONDON TIMES, 5/9). Hamilton was "reportedly disappointed when told after the performance that he looked ridiculous." Hamilton: "I was thinking 'I am a God flying in' and how the hell does that look?" The SYDNEY MORNING HERALD writes the appearance "has taken its place in the pantheon of outrageous publicity stunts" (SYDNEY MORNING HERALD, 5/9).

Related Stories By Company Related Stories By Sport
Mosley Wins Suit Over Sex Scandal Story
July 24, 2008 : SportsBusiness Daily

U.S. Again Without F1 Race
June 26, 2008 : SportsBusiness Daily

FIA Clubs Could Split After Mosley Vote
June 4, 2008 : SportsBusiness Daily

Hamilton Near Deals With Reebok, Pepsi
May 14, 2008 : SportsBusiness Daily

Ecclestone Wants Mosley To Step Down
April 28, 2008 : SportsBusiness Daily

IRL's Move To Versus Concerns Sponsors
August 29, 2008 : SportsBusiness Daily

Kroger To Title Sponsor Nationwide Race
August 28, 2008 : SportsBusiness Daily

Changes Announced For February Bud Shootout
August 27, 2008 : SportsBusiness Daily

The Home Depot Sticks With JGR
August 26, 2008 : SportsBusiness Daily

Wheels & Deals
August 26, 2008 : SportsBusiness Daily

ALSO IN THIS SECTION


A Publication of Street & Smith's Sports Group
Privacy Policy - Terms of Service
© 2008 Street & Smith's Sports Group
All Rights Reserved