<<...Kevin Adler, founder of Engage Marketing, a sports-marketing firm in Chicago, said Kellogg’s decision comes as no surprise. While others may not have gone public in their stance towards Phelps, it’s imperative that Kellogg do so because, after all, the cereal maker is heavily perceived as a kids’ brand, he said.
“Athletes are brands. That’s the most important umbrella concept we have to understand is if you do something that runs contrary to your brand image, it will affect your ability to monetize that brand image. It really kind of is that simple,” said Adler.
While other advertisers may follow suit, Adler said it’s also possible Phelps’ remaining sponsors will keep Phelps-related marketing initiatives under the radar for now, and amp up efforts as 2012 approaches. If anything, history is an indication that “people seem to have a very short memory of transgressions from athletes who perform well on the field of play.”...>>
adweek.com
a19: One thing Phelps has missed in his life is a strong father figure (something that had a big and positive impact on athletes like Tiger Woods and Derek Jeter)...Phelps is the clear and dominant leader in the swimming arena and will most likely continue to get some large endorsement deals...Yet, there is a reason that athletes like Tiger and Jeter make so much more money than others when it comes to endorsements -- many of the leading companies like the way they operate on and off the field/golf course...it's the whole package that counts...Jeter makes so much more than A-Rod when it comes to endorsements and it has nothing to do with raw talent on the field -- it has everything to do with the image that companies like American Express and Proctor and Gamble/Gilette want associated with their brands.
Tiger will make more this year in endorsements than Phelps will make in a lifetime...Yet, there aren't many Tiger Woods out there and his agent knows that. Companies like Nike and Gatorade pay dearly for a long-term relationship with Tiger..Yet, the contracts continue to get renewed and I'm sure the market research has concluded that Tiger has really influenced lots of buying decisions in the right way...Tiger's agent at IMG has done a good job of being selective and partnering with brands that make sense...It was smart for Tiger and GM/Buick to mutually agree to end their multi-year deal...Buick is not a healthy brand and it would make more sense for Tiger to do a new deal with Toyota or Lexus. |
