Would You Sponsor an Athlete?
Admittedly I had the dream, that insatiable dream of becoming a professional athlete. I didn’t know how to go about it, I was severely lacking in talent or skill and I was probably a bit too lazy to train hard. But that didn’t stop those dreams from flickering in and out of my head. And parts of those flickering thoughts were the fame and fortune, not to the exalted level, but enough to get the pretty girl and make a good living. I think this may have been a byproduct of my strict upbringing, having a military minded father forces you to be grounded. But, again, it didn’t stop me from dreaming.
I remember a discussion with a few mates many years ago, it surrounded a very talented up-and-coming ice hockey player. He was big and brash, he had chiseled looks and the body to match and he was gargantuan by hockey standards. In my eyes he had it all, and he was only 20 years old. On one now mildly infamous evening he had a spat at a bar, it resulted in him throwing his beer at a young lady, quite unbecoming to put it politely. This incident was referenced regularly as the typical actions of a young star making way too much money. I found this interesting at the time and it was 1990.
Today it reminds me of a quote; “Bashfulness is an ornament to youth, but a reproach to old age.” This quote was from Aristotle, in 384, referencing the youth of the day. It suggests, as happens in every generation, that the next generation of youth don’t have the moral fiber that ‘my generation had’. This can apply to athletes as well, we have this assumption that the current generation is greedier and less loyal. We have this assumption that they are philanderers and immoral, that they take and take but never give back. I personally think that’s a simpleton’s hyperbole. I believe that the current athletes are a reflection of athletes of years gone by, it’s the circumstances that have changed.
To express my point further, on Remembrance Day Sunday I’m always sure to take the time to head to the Minster in York and spend mere moments to say thanks to the soldiers who defend the country I now call home. I also pay homage to the soldiers of yesteryear as well, especially those hardened Canadians who worked side by side with their allies in the great wars and in Korea and Vietnam. The sermon at this service was particularly interesting. The Reverend began to compare the soldiers of now to the soldiers of yesteryear, asking the question; “…are they still just as heroic…” As we can all imagine the answer was a resounding “…yes…” This is important, as it’s about perception, the perception that individuals today are somewhat different. They aren’t, they just don’t have a personal life any more.
That discussion with my mates and ongoing revelations are important, I believe that media proliferation is systematically destroying people. I had suggested back in 1986, that if any of us had that type of money and fame at such a young age, that we would all have some issues adjusting. We would succumb to the women, the fast and easy lifestyle and the raptures of fame. So why all the mightier than thou attitudes when it comes to player sponsorship? Why do we expect more from a young athlete than we do of ourselves?
To answer the questions I generally suspect marketer fear. The fear of marketers when it comes to player actions is at times laughable. When I see marketers jump ship for minor indiscretions, I immediately think, ‘how poor is their PR team’. Really, what are the repercussions over the long term? Michael Jordan was a known cheat, an allegedly addicted gambler and had other personal issues affect his life. He even left the sport that made him famous to play baseball, what happened? More people bought Nike baseball shoes.
Recently Tiger Woods was raked through the press because he cheated on his wife, something I’m sure a few marketers and consumers have done, but he is then construed as enemy number one. I find this sensationalism nauseating, but I also find the lack of bottle by sponsors even more ridiculous.
Now I certainly understand there are cases when a sponsorship needs to end, and I know that line is moving all the time. But since when does cheating on your wife or having drinks with your mates become an international crime. The consistent bellowing of the terms ‘moral fiber’ and ‘role model’ are bandied about, but who can achieve what the press and sponsors expect of us? And who is protecting and guiding these young athletes to ensure that they can manage the raptures of fame? My guess is not too many people. The leeches will always be there when times are good, but are lightening quick to depart when human issues arise.
Additionally, how many young athletes are using their fame for good? In my estimation a lot more than are vociferous law breakers. I’ve seen professional athletes who will stand all day in grocery stores raising money for their locally supported charity, and they do this with great humility. I’ve seen athletes spend time in cancer wards, something I can barely stomach, due to my emotional nature. And the list goes on and on – but when I pick up a red top tomorrow – the same ol’ tripe will be spread across the headlines.
So 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… yes I’m speaking to you, 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.