Football Sponsorship Takes A Kicking

The BBC reports that Umbro, i of v sponsorship “partners” working alongside the FA inward the run-up to the 2006 World Cup has condemned recent alleged rape together with drugs scandals involving players. Although Umbro has confirmed that it volition proceed to sponsor the game, an Umbro spokesman said "It is non proficient intelligence for Umbro every bit a football game brand, if the ikon of football game is tarnished inward whatsoever way". In fact, the fellowship has a policy of alone working personally alongside footballers who accept clean-living reputations. The other 4 sponsorship “partners”, Nationwide edifice society, McDonalds, Carlsberg together with Pepsi accept either said that they are unconcerned or had no comment. However, Umbro is peculiarly disturbed yesteryear the alleged bad behavior because it considers itself "as a football game brand, inherently business office of the game".

says that a construct possessor looking for sponsorship opportunities should ensure that at that topographic point is proficient synergy betwixt his construct together with the activity he is sponsoring. It would last foolish for a construct possessor to teach himself involved alongside an activity that is going to impairment the reputation of his construct yesteryear attaching negative associations to it rather than enhancing it. This would effectively last an lawsuit of self-tarnishment – later all, the construct possessor has consented to his merchandise order beingness used inward relation to the offending goods or services together with and thence it is highly unlikely to last classed every bit actionable merchandise order dilution. However, things are non together with thence uncomplicated for Umbro. Unlike the other sponsorship “partners” who tin cutting their links alongside football game together with direct to sponsor to a greater extent than or less other sporting or cultural event, every bit a producer of footballing article of apparel together with equipment, it (and its reputation) is inextricably linked to the game, whether it sponsors it or not.

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