An article in the Guardian looks at how brands like Nike, Asda and Coca-Cola are being forced to rethink their promotional strategies now that English soccer star Wayne Rooney is likely to be sidelined for the duration of the World Cup due to a foot injury.
A range of companies, also including games giant Electronic Arts, have advertising campaigns and sponsorship deals with Rooney – worth as much as £8m a year – who was widely expected to be a brand winner as one of the stars at the 2006 World Cup in Germany, which starts next month.
Official World Cup sponsor Coca-Cola, which has a £1m deal with Rooney, has used the star as part of a high-profile competition tour earlier this year.
Coke’s advertising plans are yet to be unveiled. In the past it has elected not to run star-studded campaigns – in 2002 it used an animated character called Leggsy.
The injury could also cause a major sales and advertising headache for Electronic Arts, which produces the computer game Fifa 2006, that has a reported £3m deal with Rooney, who stars in the game alongside the likes of Ronaldinho.
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Really tough break, Peirs…my boys in Guildford are in ruins over this…but from a marketing stand-point, it’s the risk you take.
You don’t have to look too far to see examples of this before…Nike’s entire 2006 Olympic effort revolved around a guy who told the media he skis hungover and ended up wetting the bed during the Games.
Unless you take the conservative & broad approach by sponsoring the event (Bud) or the wait-and-see approach by seeing who comes out on top (GM-Wheaties) it’s always going to be a risky proposition.
Cheers.
May 3rd, 2006 at 3:08 pm