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Ralph Lauren Joins Speedo in Dropping Ryan Lochte After Rio Scandal

Ralph Lauren Joins Speedo in Dropping Ryan Lochte After Rio Scandal | Public Relations & Social Marketing Insight | Scoop.it
From www.adweek.com - August 22, 2016 3:35 PM

Speedo and Ralph Lauren have ended relationships with U.S. Olympian Ryan Lochte, a decision that comes after the swimmer was accused of fabricating his tale of being robbed in Rio de Janeiro.


"Speedo USA today announces the decision to end its sponsorship of Ryan Lochte," the brand announced in a statement. "As part of this decision, Speedo USA will donate a $50,000 portion of Lochte's fee to Save the Children, a global charity partner of Speedo USA's parent company, for children in Brazil."


As for Ralph Lauren, the company said its endorsement agreement with Lochte "was specifically in support of the Rio 2016 Olympic Games and the company will not be renewing his contract." ...

Jeff Domansky's insight:

Speedo makes a classy move to drop sponsorship of Ryan Lochte and donate to a Brazilian children's charity. Ralph Lauren cut him loose as well. Why Airweave mattresses haven't done the same is hard to understand. UPDATE: Airwave also has dropped Locate.

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Sponsors Flee Sharapova After Doping Admission

Sponsors Flee Sharapova After Doping Admission | Public Relations & Social Marketing Insight | Scoop.it
From www.mediapost.com - March 8, 2016 9:14 PM

Nike has suspended the eight-year, $70-million contract it renewed in 2010 with tennis star Maria Sharapova after she announced yesterday that she had failed a doping test taken during the Australia Open in January, where she advanced to the quarterfinals. Porsche this morning said that is will “postpone planned activities” with the 28-year-old, Russian-born athlete. And Swiss watchmaker Tag Heuer said it would not renew a deal with Sharapova that expired at the end of 2015. 

The banned substance in her system, meldonium, is a drug manufactured in Latvia that is not legally available in the United States. Sharapova said her family doctor had prescribed it for her a decade ago for several health issues. She admitted she had received an email on Dec. 22 announcing the ban but said she had not clicked through on the link....

Jeff Domansky's insight:

This story illustrates the perils of personalities, personal endorsements, sponsorships and brand integrity.

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Ronaldo Generates $176 Million In Value For His Sponsors On Social Media - Forbes

Ronaldo Generates $176 Million In Value For His Sponsors On Social Media - Forbes | Public Relations & Social Marketing Insight | Scoop.it
From www.forbes.com - June 10, 2016 7:04 PM

Cristiano Ronaldo signed a five-year contract extension with Nike NKE +0.31% that kicked off last year and is worth $13 million a year. It is the most expensive athlete sponsorship deal in all of soccer, and it is an absolute bargain for the $31 billion-in-sales sportswear giant.

Ronaldo generated $36 million in value for Nike on social media alone via his own accounts through 59 posts over the last 12 months, according to a study of the top-paid athletes by Hookit, which tracks sponsorship value in social and digital media. All of Ronaldo’s partners got a total of $176 million in media value from his promotional work on social platforms.

The three-time FIFA player of the year is the highest-paid athlete in the world at $88 million, including $32 million from endorsements. His partners are getting their money’s worth thanks to Ronaldo’s 215 million followers on social media across Facebook, Instagram and Twitter, 60% more than any other athlete. He became the first athlete with 200 million followers in February and has added 56 million over the past year. His 112 million Facebook fans are more than any other person on the planet....

Jeff Domansky's insight:

Risk acknowledged, here's an example of a celebrity sponsorship that works – and provides a real ROI.

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Here's Every Terrible Thing Jared Fogle Is Accused of Doing

Here's Every Terrible Thing Jared Fogle Is Accused of Doing | Public Relations & Social Marketing Insight | Scoop.it
From www.adweek.com - August 20, 2015 4:51 PM

To the public, Jared Fogle was a geekishly charming icon of personal dedication and accomplishment. But few knew the real Jared, a man frequently driven by his sexual obsession with underage girls.


Court documents filed by prosecutors Wednesday—and acknowledged as true by Fogle's attorney—detail years of sordid sexual activities by Fogle, who regularly spent time with prostitutes while traveling for work, in part as Subway's best-known pitchman.


Prosecutors say Fogle had an opportunity to do the right thing in 2011 when he learned his charitable foundation director was secretly filming children to create pornography. Instead, Fogle reportedly encouraged the exploitation, a decision that resulted in 11 other children being victimized, said Assistant U.S. Attorney Steven Debrota....

Jeff Domansky's insight:

This is a great testimony to the risks of celebrity spokespeople. A terrible nightmare for the children involved and a sponsorship crisis for Subway. 

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