When Not to Use Sponsored Backdrops
Russell Scibetti
Vice President, Strategy & Business Intelligence at New York Football Giants | SBJ 40 Under 40, Class of 2020
This post was originally published on TheBusinessOfSports.com (9/16/14).
Today’s post is a short one with one very specific piece of advice for teams.
While I know that sponsors pay a lot of money for logo placement all across your press conference backdrop, there are times when logic would dictate use of a team-only branded background. This is especially true when dealing with controversial issues, as we saw this week with Radisson and the Vikings regarding the Adrian Peterson abuse charges. This issue also came up with recent Ravens press conferences dealing with Ray Rice and domestic violence.
I don’t know if Radisson would have stayed a sponsor if their logo wasn’t featured prominently during this, but it certainly didn’t help. There are plenty of ways that a team can “make good” by temporarily redirecting their partners brand exposure to alternate channels. So when in doubt, make sure to protect your partners from the potential backlash that comes with these press conferences and proactively communicate with them during these challenging situations to make sure you are aligned with your partner’s goals and objectives.
Photo Credit: Bruce Kluckhohn/USA TODAY Sports
Learning, development, career advising
10 年I said the same thing when I saw the Ravens press conference this week.
Director @ Cleveland State University | Sports Administration
10 年Russell - Some good insights as always. Not having the backdrop in a traditional press conference setting would have also been brought to the attention of someone within the hotel companies senior management team. When teams go into crisis management they could also change the setting to a behind the desk of the owner or CEO set up with no backdrops. Will be interesting to see how the NFL and it's teams handle this crisis moving forward. It wasn't too long ago that the NBA was under damage control . Adam Silver is fortunate that his largest competitor has taken the media spotlight off the NBA and is giving him time to look at domestic violence policies within his own league.
Chief Marketing Officer | 200 million monthly Roblox users | Gen Z expert
10 年Absolutely agree! Also, with ray rice they had under armour logo in the background. Yikes!