advanced theory and practice in sport marketing - Marshalls University

SPORT SPONSORSHIP ETHICS: TOBACCO,
ALCOHOL, AND NOW … DRUGS – Continued
target populations. Companies must consider the possible dangers of high
profile brand associations. Links with sports are great when everything is
going well, but what happens when things go bad? However, these possibilities
are small as long as the companies stick to sponsorship at the governing
body level instead of with individual teams. Most drug companies have done
that, while others have taken a chance and entered the team sport realm (e.g.,
Mark Martin #6 Viagra car in NASCAR).
The biggest concern for potential sponsors is getting mesmerized by being
involved with professional sports and not ensuring a proper return on investment
(ROI), which is extremely difficult to accurately measure in relationship
to sponsorship. As a result, most pharmaceutical companies have been
satisfied that sponsorship simply means increasing their brand visibility.
Certainly more pharmaceutical sponsorship deals should be expected in the
near future, although only in the United States. The rules in most other countries
currently prohibit DTC advertising of pharmaceuticals.
In conclusion, even if the millions of devoted sports fans vehemently resist
the influence of sponsors’ marketing, at least these sponsorship deals should
begin building a rapport between the pharmaceutical industry and the
general public. This is because research has shown that a company that supports
sport is a company with significant credibility.
Source: Adapted from Colyer, E. (2004). Drug Makers Get in the Game. Retrieved
March 11, 2006 from http://www.brandchannel.com/features_effect.asp?pf_id=194.
Suggested Discussion Topics
1. Drugs such as Viagra, Cialis, and Levitra have had early success with
their sport sponsorships. In 2006, the NFL did not renew its sponsorship
with Levitra, and has decided to end its relationship in the erectile
dysfunction category. Other sports have started to follow suit and
are limiting their sponsorships to over-the-counter medications. What
were the potential ethical issues present that may have lead to the
decision to eliminate these types of sponsorships?
2. Another category of sponsorship that has been of great concern over
many years is alcohol sponsorship. Beer commercials, advertising, and
sponsorship have been a staple in American sport for centuries.
However in 2005, NASCAR took it one step further and now allows
hard alcohol companies such as Jack Daniels and Jim Beam. On the
other hand, tobacco companies have now been banned from sport
sponsorship – one of the most prominent examples is the NASCAR
Winston Cup needing to change its association and becoming the
NEXTEL Cup.
258 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING