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Blogvent Day 12 – A Drummer Drumming

Sponsorship | Sport

A recent blog by Patrick Kavanagh in marketing magazine The Drum asked the question “Would You Sponsor an Athlete?” It is a topic that we covered in one of our blogs earlier in the year but the very public exploits of Tiger Woods and Wayne Rooney throughout 2010 have warranted a close inspection at the dangers of associating a brand with a sports personality or athlete.

Athletes, like any celebrities, are firmly in the spotlight, so much so that their lives are put under intense scrutiny. The microscopic powers of the world’s media will inevitably unearth something eventually but when you are at the top of your game, the reaction to negative stories can be devastating.

Successful sportsmen and women the world over are treated as symbols of admiration, idols, almost super-human in their abilities. Whether it is holding aloft the World Cup, standing on the top step of the podium, winning a gold medal or simply outclassing the best in any given field, the adulation that comes with triumph is immense.

Quoting Newton, though, “to every action there is always an equal and opposite reaction” - and that theory is similarly applicable when behaviour away from the sports field puts sports stars in the front pages for all the wrong reasons.

What should brands do in these situations? Cut and run, as was the case with Accenture and Tiger Woods almost exactly 12 months ago to this day? Or should brands just ride the storm and come out the other side stronger for it? Only by appreciating the risks involved with personal endorsements of sports stars can brands have any chance of avoiding the pitfalls.

As we wrote just a few months ago crisis management is a well known essential in the PR world, but pre-empting crises is even more important in the sports world. Patrick Kavanagh, our drumming drummer for day 12 of our blogvent calendar sums it up nicely:

“When you are about to lavish your very precious budget on a professional athlete and spokesperson, remember, they are human. If you manage the relationship well, it can be quite fruitful. If you are lazy, then expect issues to arise. Work well with your PR company, work well with your partnering agency, create opportunities beyond the typical and your brand will have a strong ambassador.”

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