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Los Angeles Times September 18, 2006 When logos are a no-go BYLINE:
Greg Johnson, Times Staff Writer "I don't know what I can do with the car, because Range Rover is my sponsor," Sharapova said. "Maybe I'll just have to put it in the garage and leave it so Range Rover doesn't get mad." The commercial plug prompted good-natured shouts from fans who were willing to take the upscale sport utility vehicle. It also left tournament sponsor Acura slightly red-faced and underscored the tension created when an athlete's individual endorsement deals bump up against corporate sponsorships arranged by teams, leagues and venues. Sharapova's advertising gambit wasn't a new tactic. During the late 1990s, a beach volleyball player infuriated tournament sponsor Coca-Cola by wearing a T-shirt emblazoned with a huge Pepsi logo. And similar sports marketing games now are underway at horse racing tracks, on European soccer pitches, during West Indies cricket matches and at NASCAR races. Athletes have been shoving corporate logos into fans' faces since at least 1968, when triple gold-medal winner Jean-Claude Killy infuriated Olympic purists by carrying his downhill skis -- with the manufacturer's logo prominently displayed -- to post-race interviews during that year's Winter Games. Michael Jordan and other athletes with Nike endorsement deals upped the ante during the 1992 Summer Olympics when they pledged allegiance to their business partner by draping Old Glory over their shoulders to cover up a Reebok logo on the official team warmup suit. Running back Reggie Bush didn't bother with a coverup in August when he made his professional debut in an NFL exhibition game. The former USC star strapped on Adidas cleats for the game even though the NFL had licensed only three footwear providers -- Nike, Reebok and Under Armour. Though NFL players are free to wear whatever shoes they choose, competing logos must be covered. Bush was assessed a $10,000 league fine for his dress code infraction, which was flagged by former NFL players whom the league hires to serve as its "fashion police." It could be money well spent, according to market research firm Joyce Julius and Associates, which is based in Ann Arbor, Mich., and estimated the value of publicity for Adidas from the incident at about $100,000. Adidas, which reportedly is paying Bush $1 million to wear its footwear and apparel, then managed some of its own fancy footwork. The company forged an agreement to become the NFL's fourth authorized footwear partner, freeing Bush or any other player to wear shoes with the company's logo... |
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