Athlete Sponsorship

Surviving a Sports Scandal: Brand Lessons from Past Incidents

Surviving a Sports Scandal: Brand Lessons from Past Incidents

Ryan Lochte being dropped by four of his major sponsors makes him the latest in a string of high profile athletes and bodies that have seen premature ends to their sponsorship agreements. Today’s post analyzes some of the incidents from the recent past and looks at some strategies that brands can employ in order to mitigate the damage arising from transgressions from their endorsers.

Playoffs & Exposure

Playoffs & Exposure

Drilling for Oil….

Rolling the Dice in 2006, Lucas Oil purchased the naming rights to Colts Stadium in Indianapolis, Illinois.  The Naming rights cost Lucas $122 million over a 20 year span.  6 years into this contract Lucas Oil “struck oil” as the Colts had made it to Super Bowl, to top it off Illinois won the bid the same year to host the event that then in turn catapulted Lucas Oil onto an invaluable yet unexpected Global Marketing platform.  Lucas estimates this single event alone has increased revenue by $10 million and Lucas Oil hasn’t looked back since.

Pan Am 2015: ticket sales are up, sponsors' impression values are through the roof, but what about the athletes?

Pan Am 2015: ticket sales are up, sponsors' impression values are through the roof, but what about the athletes?

Unlike the Olympics, there aren’t any financial rewards for placing in the top three at the Pan Am or Commonwealth games. Any money that goes to the athletes does so through sponsors, and according to Gleadle, meaningful sponsorship is not always easy to come by at this level...