Sponsorship Conflicts: A Growing Dilemma in Sports

By Jerry Crasnick Bloomberg News | THE JOURNAL RECORD, May 8, 1998 | Go to article overview

Sponsorship Conflicts: A Growing Dilemma in Sports


Jerry Crasnick Bloomberg News, THE JOURNAL RECORD


BALTIMORE -- The endorsement agreement seemed routine: Three Baltimore Orioles would appear in a regional summer promotion for PepsiCo and take home some extra money to get the oil in the sports car changed.

It became newsworthy when Baltimore management, which has a sponsorship agreement worth millions of dollars with Coca-Cola, protested to the players union.

The dispute frames a growing issue in professional sports: the clash of sponsorships, which are a major source of money for leagues, teams and many players. The Web gets more tangled as more companies pay for the designation of official corporate partner. "I don't know if Joe Average really cares," said John Bevilaqua, a sports marketing consultant in Atlanta. "But the people writing the checks care." The Orioles' grievance is the most recent example of a sponsorship conflict. In September 1996, Coca-Cola backed out of a $1 million-a- year agreement with the Los Angeles Lakers because the team's star player, Shaquille O'Neal, endorses Pepsi. Last week, the New York Yankees and Adidas agreed to drop a lawsuit against Major League Baseball that stemmed from a dispute over the sports-apparel maker's $95 million sponsorship contract with the team. As part of the agreement, Adidas can sign other baseball teams. In March, Baltimore players Rafael Palmeiro, Brady Anderson and Jeffrey Hammonds posed for photographs to be used in a promotion for Lipton Brisk, Mandarin Orange Slice and other Pepsi products. They wore generic baseball uniforms with no team logo or emblem, and didn't consult the Orioles beforehand. Since teams own the rights to their logos, they must give permission for players to wear them in endorsements. In contesting the Pepsi campaign, the Orioles cited a section of all players' contracts that gives teams the right to approve endorsements made during the season. Teams' consent "shall not be withheld except in the reasonable interests of the club or professional baseball," Paragraph 3C states. Officials with the Major League Baseball Players Association said the clause has never been used to prevent a player from doing an endorsement. In the mid-1980s, the NBA Portland Trail Blazers cited a similar clause to block Jim Paxson and Darnell Valentine from appearing in an advertisement. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Sponsorship Conflicts: A Growing Dilemma in Sports
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.