We’re sure you’ve seen some of those high-profile sponsorships that didn’t quite go as planned in recent years. Remember the drama surrounding Lance Armstrong and Nike? Or Madonna’s Pepsi deal in the ‘80s, which took a nosedive due to her controversial “Like a Prayer” video? These high-profile mishaps offer a wealth of lessons on what can go wrong when sponsorships take a turn for the worse.
Sponsorships between brands—whether in the B2B space or on the consumer front—sometimes unravel for multiple reasons. In Episode 7 of The Sponsorship Warehouse, Ali and Kari dive into some of these notorious sponsorship blunders and explore how clearer strategy, effective communication, well-defined criteria, and robust partnership policies could have steered these relationships away from disaster.
Here’s a quick look at some major sponsorship blunders discussed in the podcast—and some solutions that could have made all the difference:
1. Chelsea FC and Doc Martens: A Misaligned Match
Chelsea FC’s partnership with Doc Martens seemed like a win-win, combining football with classic footwear. However, the brand’s association with football hooliganism led to a mismatch that ended the sponsorship prematurely.
Solution: To avoid such pitfalls, it’s crucial to ensure that the brand’s image and values align with those of its partners. Conduct thorough research into the potential partner’s public perception and past associations. Regularly review and discuss brand values to ensure that both parties are on the same page and avoid any misalignment that could lead to reputational damage.
2. Madonna and Pepsi: The Cost of Controversy
Pepsi’s hefty investment in Madonna’s “Like a Prayer” video faced backlash due to its provocative religious imagery, leading to Pepsi withdrawing from the sponsorship.
Solution: When working with high-profile figures, anticipate potential controversies that might arise from their public personas or creative outputs. Implement a robust approval process for content and imagery and engage in open discussions about possible public reactions before finalising sponsorship deals. This proactive approach can help mitigate risks and prepare for any necessary adjustments.
3. U2 and Apple: Innovation Meets Invasion
U2’s album was automatically added to millions of iTunes libraries, which was intended to reach fans directly but was instead perceived as an invasion of privacy.
Solution: Even with innovative marketing strategies, it's essential to consider the customer experience and privacy concerns. Prioritise transparency and allow customers to opt-in or opt-out of promotional content. Communicate clearly and openly about any new strategies or changes to avoid alienating your audience.
4. Golfers and Scandals: Managing Personal Drama
Golfers like Tiger Woods and John Daly faced personal controversies that impacted their sponsors, forcing brands like Nike and Gatorade to navigate the fallout.
Solution: Develop a crisis management plan to address potential personal issues related to sponsored figures. Establish clear protocols for communication and response in the event of a scandal. Maintaining a flexible and responsive approach can help manage the impact on brand reputation and ensure that relationships remain intact during challenging times.
5. BP and the National Portrait Gallery: The Green Dilemma
The National Portrait Gallery ended its sponsorship with BP due to environmental concerns, only to face criticism for choosing a new sponsor with BP ties.
Solution: Carefully evaluate the ethical implications of sponsorship decisions and communicate transparently about the rationale behind them. Engage stakeholders in discussions about the values and objectives of potential sponsors. By balancing ethical considerations with practical needs, you can make informed decisions that align with the brand’s values and public expectations.
These high-profile sponsorships remind us that partnerships are more than just business deals—they’re about aligning values, expectations, and public perceptions. The key takeaway from these examples is that thorough vetting of potential partners, anticipating public reactions, and remaining adaptable are crucial to avoiding sponsorship pitfalls.
By implementing these solutions, brands can better navigate the complexities of sponsorships and build more resilient, successful partnerships.
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If you're ready to explore how we at b2b can help you develop, scope, and activate your sponsorship opportunities, or if want to learn more about our training and mentoring, get in touch at hello@thesponsorshiptoolkit.com, for a free 15 minute consultation with one of our experts.
Looking to get the most out of your sponsorships? We’ve got some super handy resources that can help you out:
What Your Sponsors Need to Know About You Guide: This guide is like a cheat sheet for sponsors, telling you all you need to know to make your partnership a smashing success.
Click here.
Sponsorship Principles Guide: Packed with tips and tricks on how to build strong, successful partnerships and avoid any rookie mistakes. Click here.
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