Every coach, every athlete, every media commentator and every fan will tell you that the fundamental element of all sports is skill. Kicking and passing in football.Throwing and catching in cricket and baseball.Diving, turning and finishing in swimming.Tackling and passing in rugby and rugby league.
Cristiano Ronaldo’s decision to remove two Coca-Cola bottles from view at a press
conference, and dent the value of the 🍊 fizzy drink maker’s sponsorship of the European
Championship, has highlighted the risks brands face associating with sports stars made
powerful 🍊 by the social media era.
The Portugal captain, a renowned health fanatic who
eschews carbonated drinks and alcohol, underlined his point 🍊 by holding a bottle of
water while saying “agua”, Portuguese and Spanish for water. The water brand in
question happened 🍊 to be owned by Coca-Cola too, but the damage – by a major sports star
with 550 million social media 🍊 followers – was done.
“It’s obviously a big moment for
any brand when the world’s most followed footballer on social media 🍊 does something like
that,” says Tim Crow, a sports marketing consultant who advised Coca-Cola on football
sponsorship for two decades. 🍊 “Coke pays tens of millions to be a Uefa sponsor and as
part of that there are contractual obligations for 🍊 federations and teams, including
taking part in press conferences with logos and products. But there are always
risks.”
Major brands have 🍊 never been able to control the actions of their star
signings. Nike decided, stoically, to stand by Tiger Woods as 🍊 the golfing prodigy lost
sponsors including Gillette and Gatorade after a 2009 sex scandal. However, Ronaldo’s
public snub signifies a 🍊 different kind of threat to the once cosy commercial balance of
power between stars and brands, one born of the 🍊 social media era.
“Ronaldo is right at
the top of social media earners,” says PR expert Mark Borkowski. “It is about 🍊 the rise
of the personal brand, the personal channel, it gives so much bloody power. That’s what
has allowed Ronaldo 🍊 to make a point [about a healthy lifestyle].”
Now 36, the world’s
most famous footballer has built an empire that has 🍊 seen him make more thanR$1bn
(£720m) in football salaries, bonuses and commercial activities such as sponsorships.
What is crucial is 🍊 the global platform social media has given him – half a billion
followers on Instagram, Twitter and Facebook – which 🍊 has freed him from following the
commercial rules of clubs, tournaments and their sponsors. He is the highest earner on
🍊 Instagram, commandingR$1m per paid post, and with more thanR$40m in income from the
social media platform annually he makes more 🍊 than his salary at Juventus.
“People are
saying this is about athlete activism and there is some truth to that,” says 🍊 Crow.
“Athletes are taking a more activist view, we are seeing that, most recently in press
conferences. And we will 🍊 see it again.”
On Tuesday, the France midfielder Paul Pogba, a
practising Muslim, removed a bottle of Euro 2024 sponsor Heineken’s 🍊 non-alcoholic 0.0
brand from the press conference table when he sat down to speak to the media after his
team’s 🍊 1-0 win over Germany. Three years ago, he was one of a group of Manchester
United stars who boycotted a 🍊 contractual event for sponsors to protest at the club’s
poor travel arrangements that had affected Champions League games.
Crow says the 🍊 most
important example of athlete activism came last month when Naomi Osaka, the No 2-ranked
female tennis player, pulled out 🍊 of the French Open after being finedR$15,000 and
threatened with expulsion by organisers for saying she would skip contractual media
🍊 obligations because of the effect on her mental health.
Osaka, who has more than 4
million social media followers, used Twitter 🍊 to explain her “huge waves of anxiety” and
the “outdated rules” governing players and media conferences, and announce she was
🍊 pulling out of Roland Garros.
“Activism is now on every sponsor’s radar,” says Crow,
who believes Ronaldo’s move could mark the 🍊 beginning of the end of product
placement-laden press conferences.
“My view is that for a long time now having
sponsors’ products 🍊 on the table in front of athletes in press conferences looks
outdated and inauthentic and it’s time to retire it,” 🍊 he says. “This incident
highlights that fact. Many of my sponsor clients have mentioned this in the past,
particularly those 🍊 targeting younger consumers. It’s not as if sponsors don’t have
enough branding throughout tournaments and events anyway.”
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Resumo: Jogadores da Liga Saudita Brilham nos Euros
Apesar de supostamente ter encerrado diversas carreiras de elite no verão passado, a 👍 liga saudita está bem representada nos Euros, fornecendo 14 jogadores, mais do que a maioria dos países que se classificaram. 👍 Em termos de jogadores baseados fora de seu país de origem, a Saudi Pro League é a sexta maior fornecedora 👍 nos Euros de 2024, superando a Eredivisie, a Turkish Super Lig e a Portuguese Primera Liga.
Idade e Experiência
A maioria dos 👍 jogadores sauditas tem entre 29 e 33 anos, ainda jovens o suficiente para se deslocarem pelo campo e velhos o 👍 suficiente para ter um corpo de trabalho considerável. Estes são jogadores que ainda podem se desempenhar, mas não por uma 👍 temporada inteira de campeonato europeu exigente.
Demandas Reduzidas
A Saudi Pro League oferece muito pouco sportingbet confiavel termos de intensidade ou competição de 👍 elite, mas muitos treinadores internacionais descobriram que suas águas mais calmas são ideais para preparação de longo prazo para torneios 👍 internacionais: uma fonte abundante de minutos de baixo risco, uma maneira de manter o corpo sportingbet confiavel movimento sem ameaçar sobre-esforçá-lo.
Atraentes 👍 Financiamentos
Para jogadores consagrados que ainda desejam beber da caneca da glória sem esgotar seus recursos físicos, isso é uma opção 👍 atraente. Trocar 10 meses de corridas intensas e desafios ósseos por nove meses de corrida suave sportingbet confiavel um clima quente, 👍 seguidos de um mês de verdadeiro esforço. E isso sem sequer abordar as finanças.
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