The Bryant File: Ferrero Confirms Split, Will Others Follow?
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Ferrero Confirms Decision
To Drop Ties To Kobe
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Italy-based Ferrero released a statement yesterday regarding
its Nutella hazelnut spread ending its endorsement contract with Lakers G Kobe
Bryant: "Marketing plans established earlier this year did not contemplate a
contract renewal. In keeping with this decision, and considering the recent
developments, Kobe's image on Nutella labels and promotional material is being
phased out" (Mult., 8/5). ESPN.com's Darren Rovell noted that while a
promotion for a Kobe bobblehead doll "was still on Nutella's Web site as of
Monday morning, the company did take the phrase, `Kobe Bryant's favorite spread'
off the site in recent weeks" (ESPN.com, 8/4). The bobblehead promotion
remains on the company's Web site as of presstime (THE DAILY).
WHO'S GOT NEXT? As of yesterday, Nike, McDonald's and
Coca-Cola "said there were no changes in their relationships with Bryant." But
Platinum Rye Entertainment President Ryan Schinman, whose firm reps companies
in endorsements, said, "As an admitted adulterer, I think the McDonald's deal
is in the most trouble because they are a family-friendly and kid-friendly company.
I think everybody else will stick with him — unless he's convicted. If he's
convicted, it's bye, bye Kobe" (USA TODAY, 8/5). Relay Sports & Event
Marketing VP Kevin Adler: "Companies are ultimately trying to decide what the
long-term impact of these allegations is going to be on Kobe's viability as
an endorsement candidate. I think it's way too early to make that determination"
("Open Exchange," CNBC, 8/4). SportsCorp President Marc Ganis, on Nike:
"Nike may be the party that's least hurt as compared to say McDonald's or Coca-Cola
and Sprite because the adverse publicity actually helps Nike in some ways, especially
with the youth counter-culture market" ("News with Brian Williams," CNBC,
8/4). Deutsch Inc. Chair & CEO Donny Deutsch added, "The reality is no advertiser
wants any kind of firestorm and right now he has been charged so it would be
stupid for any marketer to get out there right now because on some level you're
endorsing the crime that he possibly committed" ("Closing Bell," CNBC, 8/4).
The Sports Business Group President David Carter, on Nutella ending its relationship
with Bryant: "Nutella reminds me of going to a cocktail party. You go to a dinner
party and no one wants to be the first person to leave, but the minute someone
reaches for their coat and hits the door you see a lot of other people follow
suit" ("Today," NBC, 8/5).
KEEPING IT REAL: Mavericks Owner Mark Cuban, discussing
Bryant's situation, said on "Access Hollywood": "From a business perspective,
it's great for the NBA. It's reality television, people love train wreck television
and you hate to admit it, but that is the truth, that's the reality today."
More Cuban: "Notoriety sells in this day and age. .. I can't think of anyone
who is going through a legal problem who doesn't get high attention. Is that
cold-blooded? Yeah. But it is bottom-line reality." But The Bonham Group Chair
Dean Bonham said: "Nothing could be farther from reality than the idea that
this is great for the NBA's business. The American sports fan base is sick and
tired of athlete misbehavior" (USA TODAY, 8/5). Carter, on Cuban's comments:
"I think that's absurd. It reminds me of someone who might say all these movie
reviews over the weekend were great for 'Gigli'" ("Today," NBC, 8/5).
Miami Herald columnist Dan LeBatard: "This isn't good for basketball. ... The
fringe sports can use (the notoriety). ... The NBA doesn't need this." ESPN's
Michael Wilbon: "The sport doesn't need it but when it gets it, it gets a bounce
anyway" ("PTI," ESPN, 8/4).
FREE STUFF: FreeKobe.com creator David Feingold said
that he has "has shipped at least 2,000 orders with various `Free Kobe' items
since launching the Web site
on July 7." Feingold added that he will have a rep "handing out 150 T-shirts
at Bryant's arraignment" tomorrow (ESPN.com, 8/4).
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