Sportswashing

As part of The Drum's Sports Marketing Deep Dive,​ we consider the repercussions for brand proximity to sportswashing, from the World Cup in Qatar to LIV ...

Dubbins agrees that brands ought to exercise caution when it comes to the so-called “offsetting” of unethical affiliations. “While formal partnerships clearly have their benefits, brands are increasingly exploring being on the other side of the fence – ie not an official sponsor,“ he says. As Dubbins concludes, “business as a force for good obviously has its place, but unfortunately in this world, money talks”. “There, they can operate in the relatively safer haven of not being ’officially’ tainted. This throws into question why the social cause campaigns and hashtags are flaunted in the first place.” Not to mention, the public are becoming more vocal about their disapproval. But “a race that puts a city on the map” can be as an endorsement for whatever location it takes place in. “Rightly or wrongly, brands are increasingly being driven by purpose and being seen to do the right thing,” adds Readman. ”Brands need to be very careful they don’t get caught on the wrong side. What they do have control over, he feels, is their presence and the amount they spend on activations. Or is it something you’re going to take on properly?” Saudi Arabia’s play to wrestle control away from the PGA goes beyond reputation – it’s about influence and control too.” The issue now is that broader marketing has changed over the course of the last decade.