powerade It is one of the leading brands together with Gatorade in the segment of hydrating drinks.
Estimates of marketstatsville account for the value of the sports sponsorship market.
Ja Morant it has received feedback even from Nike.
powerade vetoed Ja Morant for inappropriate behavior and the campaign that had just started with the player was suspended.
The action of the brand after the behavior of which details are given in the following paragraphs, is part of a sports sponsorship industry, which according to a My dear of marketstatsville.com it will go from 64 thousand 800 million dollars in size this 2021, to 112 billion dollars in 2030.
This projection gives us an idea of how valuable the sponsorship industry is. and the scope of this market, as well as the value that brands give to this segment.
Sports sponsorships are formidable ways to earn income, with the support of brands and the behavior of athletes in the face of these phenomena set benchmarks, which today help move a large industry of brands dedicated to physical activities.
This undoubtedly reminds us of how important communication has become today and how within this market practices have been innovating, although it seems that not all participants in this industry are updated in this regard, as it seems. we saw with the case of Ja Morant.
Morant recently starred in a controversial outing to a nightclub, where he is accused of being seen carrying a weapon, living inappropriately with his athlete responsibilities with local employees and spending a large amount of money on tips.
Morant’s conduct was made public in various publications where he recorded himself carrying a weapon in a nightclub in Colorado, United States, for which charges were already being prepared against him, however, the live broadcast he made on his account of Instagram, did not earn him charges since he did not threaten other people.
What did win him was a punishment from the Grizlieswho suspended him for four games, the nba He is still evaluating the punishment to which he will submit his player and the brands have already done the same.
For one thing, Morant’s behavior ruined the relaunch of powerade with which the brand sought to once again attack the segment of hydration drinks that Gatorade dominates, now with a sports sponsorship, the first in five years that the brand suspended investment in this category.
The campaign they had activated as part of Powerade’s return to sports sponsorships, “From Underestimated to Undeniable”was suspended by the brand, until now it is not known if this campaign will continue or be completely suspended.
10 days ago, Powerade announced Ja Morant as the new face of the brand — “the largest marketing campaign in its history.”
He was suspended within 3 days after flashing a gun at a nightclub in Denver.
Now, all of Morant’s new ads have been wiped from the internet. pic.twitter.com/iH71Iflozu
— Front Office Sports (@FOS) March 11, 2023
In the case of Nikethe brand was in negotiation with the player to launch a special edition shoe for the player, he only commented that “they recognize Ja’s disposition and that he is taking time to accept the help he needs, so they appreciate the priority he gives to your well being”.
Like this case of questionable behavior by a player, we have already seen other cases such as that of Colin Caepernick, when he was suspended from the nfl when he began kneeling in pre-game anthems to protest police brutality towards African-Americans.
These cases expose the challenge of sports sponsorships and the ability of brands to grow, but also fail in this market.