Posts Tagged ‘Michael Phelps’

Tiger Woods’ Big Lesson

Friday, December 4th, 2009

Does everyone have a right to their own privacy? Absolutely but the game changes when you’re in the spotlight.

I’m not going to excuse the behaviour of Tiger Woods. His transgressions are morally and ethically wrong. But is it really our business?

The public have this week reconfirmed their insatiable appetite for drama and scandal involving high profile people.

The wake up call for Tiger and every high profile athlete around the world is obvious. The lines between athlete and celebrity are blurred and have been for a while now. These days people are not only interested in how you perform your talent, but they are interested in how you live your life.

Sometimes this sucks, but its reality.

One prominent Australian who can probably relate to what Tiger Woods is going through is former NRL player and media personality Matthew Johns. Earlier this year, Johns was hammered in the Australian media for an incident that happened years ago. By the time the public put their swords away, the common feeling towards Johns was one of remorse. Looking back, the majority of people thought he was hard done by. Yes the same people who at the time poured petrol on the media’s fire.

The media know the public are gagging for these kind of scandals. So from now on, they’re not going to sit around and wait for someone to kiss and tell. They’re going to chase it. And chase it hard.

Athletes beware. Your private life is someone else’s gateway to a big pay day. Michael Phelps learnt that last year and now its Tiger’s turn.

How Does Player Behaviour Affect Sponsors & Customers

Thursday, May 14th, 2009

Sport and sponsorship news reports that 60% of sponsorship managers have made, or plan to make changes to their sponsorship agreements to guard against negative brand impact caused by inappropriate off-field player behaviour.

On the flip side, a number of sponsors believe that the public is able separate player behaviour from sponsor brands.

So what does this all mean?

I believe the public does separate player behaviour from sponsor brands. When images of Michael Phelps were released smoking marijuana, the average punter at home didn’t stop buying Kelloggs. The public are smarter than that. What really matters here is HOW the sponsor REACTS to a player behaving badly.

This reaction by the sponsor is what the public is more interested in. The public want to know if this type of behaving is acceptable in the eyes of the sponsor? Sometimes a sponsor has no choice but to cancel a contract because of public backlash. Other times, the public is looking for a sponsor to have compassion. A brand can win votes both ways.

The reason why sponsorship managers want to amend agreements in this area is because tighter contractual control, gives brands flexibility to strategise the best approach to every crisis. The key word here is flexibility. A one glove fits all approach doesn’t work when it comes to dealing with a crisis. Sponsors need breathing room to craft the most appropriate response or action. Remember their customers are watching closely.