Troubled Waters for Sponsorships

Remember the guy who swam for USA in the 2008 Olympics? You know…the younger-looking (age 23), tall (6′4″) fellow who won a couple (eight) gold medals? No, not Mark Spitz. I think his name is Michael Fred Phelps from Baltimore, MD? Well, the last time we heard from Mr. Phelps, he was flying-high after breaking the record for earning the most gold medals at a single Olympics. Now he’s in headlines again, but this time he’s…um…experiencing a different kind of high.

You have probably seen the picture and heard the variety of, forgive me, fuming opinions regarding whether or not his medals should be revoked, so I won’t bore you with a recap. I would rather focus on the Marketing perspective of this chemical debacle: The sponsors. Like any other sports superstar, Phelps is (or was) the shining face behind more than one well-known brand, including Kellogg’s and Speedo. When the spotlight was shifted from his career to his not-so noble extra-curricular activities, one of the first questions asked was, “Are they going to drop him?”

It wasn’t long before Kellogg’s answered that question by revoking their contract with Puff the Magic Medalist. Speedo, on the other hand, recently confirmed their plans to keep him on board at Ad Age’s Marketing 50 Awards ceremony when CMO Craig Brommers said: “I’ve had the chance to personally speak to Michael and I believe his apology sincere…Just like all of our family, we believe we should support people through good and bad times…and look forward to our continued relationship with him.”

I don’t know about the rest of you, but I can’t help but wonder…is it really the familial love keeping this contract going, or is it the 15,000 LZR Racer Suits Speedo sold (for $550 each) after Phelps was seen wearing one in Beijing? Either way, Speedo decided to look the other way on this flub while Kellogg’s put Tony the Tiger back in business faster than you can say “GRRRRRRReat!”

The difference in opinion is probably due to the difference in bread-winners for each company. Speedo targets adult athletes and probably doesn’t think it too much of an issue, but Kellogg’s probably sees parents having a little problem with the thought of their children starting the morning off with a bowl of something other than Corn Flakes.

Finding themselves in similar troubled waters, Wrigley’s and Milk recently revoked their contract with pop artist Chris Brown after Brown was arrested for physically assaulting his girlfriend, and fellow pop star, Rihanna. (I mean, come on Chris, milk is supposed to do the body good.) Evidently there are some things even gum manufacturers can’t let slide.

So, the bottom line is, before you decide to add a face to your brand, make sure you ask yourself a few questions: What will you do if that face inhales something other than air, and will you stand behind that face if he or she slaps some bruises on someone else’s…face?