ESPN’s corporate blog posted the companies new endorsement policy yesterday.
First, it is incredible to think that companies want to have a sports personality endorse their products. It’s a television personality. Although, I’m sure the major networks have similar policies, I don’t think as many companies are knocking down Brian Williams door. Then again, with his $8 million salary, he doesn’t need it.
I’m thinking this one is going to more heavily effect the women of ESPN.
First, we look into the policy. The baseline for the guideline is that all talent must get ESPN’s permission in advance of accepting any endorsement. Additionally, the policy outlines three categories of endorsements that are not permitted, and some potential categories which could create issues.
Air Canada’s Denis Vandal, director of marketing, sent a “strongly worded” letter addressed to NHL commissioner Gary Bettman on Wednesday. The company is threatening to withdraw its sponsorship if the league doesn’t take “immediate” and “serious” action on headshots in the game. This is a clear reaction to Zdeno Chara’s hit on Max Pacioretty.
Yesterday Molson Coors’ inked a deal to become the official beer of the NHL. The deal is the largest corporate sponsorship in history of the National Hockey League. It is valued at almost $400 million and has a term of 7 years.
The NFL just signed a deal with Anheuser-Busch this past year. Conveniently, this creates a rather intriguing comparison.
The deal to make Bud Light the official beer of the NFL cost Anheuser-Busch a pretty penny. The company shelled out $1.2 billion for the sponsorship. That means that the NFL deal is 3 times bigger than the NHL’s deal.
Breaking it down to a per year sponsorship amount — there is no comparison. The NFL’s deal is not only more than 3 times more expensive for Anheuser-Busch, but also includes 1 less year of sponsorship.