ipl-logo

Is Lance Armstrong A Cause Of Sponsors?

807 Words4 Pages

Rather often we hear in the news about unprofessional behaviour in sports. As a result, the sport as well as the sponsorship is affected in a negative way. Sponsors are afraid that their brand will be associated with something negative like doping, because initially all they want is positive publicity. Due to this, a couple of years ago the Rabobank decided to stop with the sponsorship of male race cyclists. After being one of the major sponsors, the Rabobank made this decision because of the shocking doping case against cyclist Lance Armstrong. But what are the consequences that Lance Armstrong has caused for the advertising market of sponsors? There are many sports that include athletes who are sponsored. Take for example race cycling, golf …show more content…

Due to the doping scandal, the sponsors brand image was affected since the negative image that Armstrong created caused an attitude change of the consumers. Only the consumers who are attached to the athlete, in this case Lance Armstrong, or to the brand involved in the scandal are the ones that will not change their consumer behaviour. Fact is that the majority of consumers did change their view on the brand and therefore the brand had to deal with loss. Due to the negative effects that Lance Armstrong caused he was forced to pay back $10 million he received in bonus money from sponsors. Another example of a scandal in the sport world is that of the notorious Tiger Woods. A couple of years ago Tiger’s cheating scandal was made public. It appeared that Woods had up to 14 mistresses and had to enter rehab for his sex addiction. Before the publication of the scandal, Woods was considered the greatest golfer of all time and had around $110 million in endorsements. But when the world found out that talented golf player had a sex addiction he lost endorsements with Nike, Gatorade, Gillette and Accenture. Till this very day, his career still has not fully recovered and he now earns about half of what he made …show more content…

Wood’s sponsors think that when he starts to perform at a high level again he has an opportunity to regain the public’s trust. Even though the well-known golf player had his secrets during his career, he has unlike Lance Armstrong not done something that caused him to win the many tournaments. His problem had nothing to do with his sport life and therefore limited the effects on his pre-scandal sponsors. This is an advertisement in which Tiger Woods was used to promote Nike. After the scandal this ad received a lot of criticism and comments on the slogan, since winning does not take care of the contempt of women and the loss of earning power of Nike. Fact is that the companies that sponsor Lance Armstrong, Tiger Woods and many other athletes that had unprofessional behavior were affected negatively often shown by the drop in the company’s stock value. However, the effect per company differs, since some companies were not affected much and many others had to use image repair activities to restore their brand image. After these scandals, companies will double-think when using an athlete as endorser but sponsors are needed in the sport industry to keep it going so athletes need to watch

Show More
Related
747 Words | 3 Pages

One of the most important lessons learnt in this case is that ownership of any trademark can be rebutted if credible evidence is provided. It may also be important to learn that ownership of a mark can be more credible if it has been used in commerce to affirm that other entrepreneurs do not reserve the brands and increase the prices for their competitors ' products. Applications to a Sport

Read More
998 Words | 4 Pages

Most Athletes Do Drugs, But Who Really Cares Athletes using performance enhancing drugs have always been in the media. When a beloved athlete is caught using drugs the media tears them apart. Any one’s favorite athlete could become nothing to them after a drug test. The articles “Cheating and CHEATING” by Joe Posnasnski and “We, the Public, Place the Best Athletes on Pedestals” by William Moller, show two sides of the effects of media as well as fame for athletes. As mentioned, “Cheating and CHEATING” by Posnanski gives its own side to the effects of media.

Read More
1757 Words | 8 Pages

The Notorious Olympian Marion Jones was a highly decorated American track and field athlete, known for her speed and success in sprinting and jumping events. However, her career took a sharp turn when she became embroiled in a doping scandal involving steroids. In his article, A Tarnished Marion Jones Couldn't Outrun (2007) Author Harvey Araton claims Marion Jones' doping scandal and subsequent downfall serve as a cautionary tale about the perils of cheating in sports. In view of the author's opinionative tone, this article is intended for those who are interested in sports, PEDs, and Olympic scandals, ranging from ages between 16 and 55; these are the people who perceive fairness within sports as a grave issue.

Read More
1326 Words | 6 Pages

On February 19, 2010 Tiger woods, a well-known golfer, took to the stand in front of a small group of family members, cameras, and media personalities. The subject of the press conference was to apologize for the cheating spree that he went on while married to Elin Nordegren. Woods took to the stand bearing multiple pieces of paper which he read directly from. During the speech he carried no pity for himself but at the same time asked the media to respect his privacy and allow him to make the changes needed in his life. From that moment on, the criticism, mockery, and foolish jokes began to surround Woods and his family.

Read More
478 Words | 2 Pages

Many of you in this room know me. Many of you have cheered for me, or worked for me, or supported me,and now, every one of you has a good reason to be critical of me.” ( source) Tiger Woods had been caught cheating on his wife and had to give a speech. In that speech he had to use denial, bolstering, differentiation, and transcendence to seem sincere and apologetic. Woods has since recovered from this scandal and is back into deals with sponsors and brands that he had lost during this time period.

Read More
1385 Words | 6 Pages

The National Collegiate Athletic Association (NCAA) is a governing body for athletes of over 1,100 colleges and universities that implemented rules and regulations for fair, friendly and safer games ("What is the NCAA?"). It was founded in 1906 when President Roosevelt was in office. The most prestigious honors, The “Theodore Roosevelt Award” was created in his name ("Theodore Roosevelt Award"). Eligibility requirements and practices were drafted in their policies. Failure to abide by them may result in loss of scholarships.

Read More
938 Words | 4 Pages

While normally something like that should have no impact on the sport as a whole, Woods’ popularity, shining personality, and historic achievements meant that any issues with his image had massive repercussions on all parts of the golf world. So, in his apology, Woods employed many of the core aspects of apologia. As Betsy Hill pointed out in “A Rhetorical Analysis of Tiger Woods’ Apology,” Woods spent 22% of his speech attacking the media to make them seem worse than him, tried to boost his reputation “with the discussion of his foundation,” and tried to move the incident into the context of a private marital affair that nobody should be hounding him about (11-12). These choices, while they seem basic, actually had a solid impact on people. Following the apology, 54% of people said they believed it was genuine.

Read More
480 Words | 2 Pages

According to Britannica “In 1996, he founded the Tiger Woods Foundation, a nonprofit organization that aims to provide educational opportunities for underprivileged children.” The foundation has since helped thousands of students achieve their goals through programs such as the Tiger Woods Learning Centers and the Earl Woods Scholarship Program (Dawkins). Woods has done very much for his foundation but he does more for the community than just his learning centers. “In 2006, he donated $10 million to establish the Tiger Woods Foundation's National Junior Golf Team, which aims to provide opportunities for young golfers to compete at the national level (“Tiger Woods''). “He has also donated millions to disaster relief efforts, including those following the 2004 Indian Ocean tsunami and Hurricane Katrina in 2005.”

Read More
971 Words | 4 Pages

People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.

Read More
455 Words | 2 Pages

Many of the connotations evolve around the use of Drugs and creating a “false” name in the industry. Many people around the world looked up to Lance Armstrong as a role model, in 2013 he admitted to using performance-enhancing drugs. Lance used drugs to become better in his sport, thus making a higher income and becoming a world-renowned athlete. He lets down millions of people around the world, and he made money of this, leading to him not having a good responsibility of his power. These

Read More
1359 Words | 6 Pages

In conclusion, ethics in sport adversely affects a sport managers career. Some prominent ethical issues that sport management professionals deal with in the 21st century include discrimination, athletes in the public eye and drug use. The treatment of every individual should be appropriate. Their race and gender should not be a factor in the determination of a role on a specific team. Also, athletes must uphold a professional reputation, in and away from their respective sport.

Read More
769 Words | 4 Pages

Such as liver failure and development of breasts. Being branded a cheat has a negative impact on not only on your career, but it also affects the individual. This is because of the public 's view of athletes as a sports people changes when they are caught cheating. Arguably being stripped of your Olympic medals has a huge effect on your personal emotions and can cause long-term psychological damage. For example,Lance Armstrong was stripped of the 7 biking titles he won as he was under the influence of performance drugs when he raced and to date has not been allowed to race again.

Read More
1503 Words | 7 Pages

But this applies to only those who resort to cheating ways. Sports persons always hit the headlines for a lot of controversies like using drugs, playing for two clubs, abusing the fans of other countries or clubs or inappropriate behaviour in the field or breaking the code of conduct and so on and so forth. The problem does not stop here; the sports medicine which the players take is also causing serious debates and discussion. Issues like faking injury, losing intentionally to get a stronger opponent and failing the gender test had also surfaced in the

Read More
1223 Words | 5 Pages

There have been many instances of doping at the Olympics. The IOC began drug tests at the 1968 Games and since then, several individual athletes and teams have been disqualified and stripped of their medals. For years, Russia has been accused of doping their athletes. “Whistleblowers have alleged that up to 99 percent of Russian athletes have taken performance-enhancing drugs, with one explaining, ‘You can’t be on the national team without using [performance-enhancing drugs]. If you don’t take them, you have no future in sport.’”

Read More
702 Words | 3 Pages

The marketing and advertising executives control the innovative aspects of these ads and endorsements to celebrities, so they can help form an image for Nike

Read More

More about Is Lance Armstrong A Cause Of Sponsors?

Related Topics

Open Document