Magazine article Marketing

EDITORIAL: Football Is a Team Game - and That Includes Sponsors

Magazine article Marketing

EDITORIAL: Football Is a Team Game - and That Includes Sponsors

Article excerpt

As the past week has proven, football is not the risk-free sponsorship investment it might have appeared. The immediate threat of the England team not taking part in Euro 2004 may have subsided but the assorted alleged sex, missed drug test and player revolt stories have badly tarnished the image of football.

For the five partners of the Football Association - Pepsi, Carlsberg, McDonald's, Nationwide and Umbro - it can hardly have been a comfortable time. They invest an estimated pounds 25m to be associated with the sport, and associated they have been.

In an article with all the hallmarks of classic knee-jerk Daily Mail journalism, the paper wrote: 'Shouldn't people who are genuinely concerned about the state of our national game now boycott the products of those sponsors who accept no responsibility for the millions they are pouring into the cesspit that football has become?'

The logic of the argument alone is dubious, but it seemed particularly harsh when three of the sponsors - McDonald's, Carlsberg and Nationwide - had responded in sorts to events by saying they had no intention of renegotiating contracts, with only Umbro and Pepsi offering 'no comment'. …

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