Football season is well underway, and while much of the NFL’s media coverage includes actual scores, stats, and highlights, a large portion has centered on the real life crime drama playing out off the field.
The downward spiral began with the surfacing of a shocking video of domestic abuse between Baltimore Ravens player Ray Rice and his then-fiancée. Then, Minnesota Vikings running back Adrian Peterson made headlines when he was charged with child abuse for physically punishing his 4-year-old son. Lastly, Arizona Cardinals running back Jonathan Dwyer was recently accused of head-butting his wife and breaking her nose one day and then punching her the next.
While the NFL nurses the big black eye its players have delivered the league this season we can’t help but wonder what this all means for the sponsors who collectively spend billions of dollars to be associated with them?
According to a recent article in the Wall Street Journal, while many NFL sponsors have issued statements condemning the actions of the players and the response of Commissioner Roger Goodell, most will keep their partnerships intact as a vital marketing component. In an age of on-demand video accessible through a multitude of channels, it has become increasingly difficult for advertisers to reach a large audience in real time, without the ability to fast forward through commercials. NFL Football provides that.
Then there’s the money. Many major NFL sponsors are on the hook for a lot more than just advertising dollars. Multi-year contracts commit partnerships which run in the millions and can’t simply be dropped. Nike, for example, advertises during games, sponsors individual athletes (including Peterson and Rice, though both sponsorships have been suspended) and supplies jerseys for all 32 NFL teams.
When a topic is so controversial and the potential business ramifications of any response so disastrous, what is a sponsor to do?
So far, most advertisers linked to the NFL are staying put – but being quite vocal about their condemnation of player behavior. Some have taken the opportunity to publically urge action within the NFL leadership and our communities against the overall issue of domestic violence. Others have quietly shifted their TV ad schedules to stay away from games featuring the most controversial players.
Both sides are hoping to weather this storm without too much damage, but it won’t be easy. NFL sponsors and advertisers generate more revenue than other streams such as ticket sales, and many of those ad campaigns rely on thematic, and player-specific, tie-ins. Without confidence in the men who wear the jerseys, those campaigns could be at risk. Fans may become disenfranchised and sponsors may be forced to walk. To counter this risk and to assure sponsors and fans, Commissioner Goodell has announced plans for a tougher domestic abuse policy among players and increased educational efforts around the problem. Only time will tell if his plan is appropriate and if it’s effective.
As certain as I am that on February 1, 2015, we’ll have a new Super Bowl Champion, I’m certain there will be heavy losses within the league and its sponsors if the powers that be can’t effectively tackle this year’s troubling issues.
Your PR partner should know how to handle the good, the bad, and yes, sometimes the very ugly. At Kovak-Likly, we have that kind of experience and will work with you to build a plan which highlights your strengths and turns your challenges into opportunities. Give us a call at 203.762.8833.
– BML
