Dick's Sporting Goods' Roethlisberger Spot To Continue Airing
Dick's Sporting Goods this week started airing a new spot for Nike's Air Marauder D cleat featuring Steelers QB Ben Roethlisberger, and Dick's CMO Jeff Hennion said that the ad "will continue to run" despite the civil lawsuit filed against Roethlisberger claiming sexual assault, according to Darren Rovell of CNBC.com. Hennion: "Our view is that this is a judicial process and we'll let this play out. Ben has always been a great spokesman for us and until something in the legal arena has changed, we will continue with this campaign." Hennion said that the spot is scheduled to run in "heavy rotation throughout this weekend, especially on ESPN, where Dick's Sporting Goods recently became the sponsor for the network's college football kickoff week." Rovell reports Dick's "Game On" catalogue, which came out this week, features Roethlisberger "on the cover on one of the versions," and Roethlisberger's presence in Dick's stores "on point of purchase materials will also not change." Rovell notes Sprite ads featuring Lakers G Kobe Bryant "were phased out when he was charged with sexual assault" in '03, but the difference is that "no criminal charges have been filed" in Roethlisberger's case. Roethlisberger also is a Nike spokesperson, and Nike Senior Manager of Media Relations Derek Kent said, "Ben Roethlisberger has been a longtime Nike athlete and continues to be part of our roster. As has been our policy, we decline to comment on pending legal matters" (CNBC.com, 7/24).
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