Unless you’ve been living under a rock for the past two plus years, you are well aware of what’s going on with Michael Vick—a NFL quarterback who served a 23 month stint in prison after being convicted on federal dog fighting charges. Although Vick was recently signed to the Philadelphia Eagles, most fans (and advertisers) are still way of his character and future in the NFL.
Charges aside, the Eagles did obtain Vick for a steal of a deal: $1.5 million for the first year of play, with the option for $5 million for the 2010 season (which is negligible considering that Vick had a $37 million signing bonus when playing for the Atlanta Falcons). However, in regards to marketing dollars—what will fans’ attitudes be towards Vick, and consequently, how will advertisers and sponsors respond to the sentiment? According to a poll on PhiladelphiaEagles.com, 81% of those surveyed were pleased with the team’s decision to sign Vick to their roster. Vick jerseys are even selling on NFL.com for $79.99. Vick might be marketable after all…but what sponsor is going to take that chance and be the first to sign an endorsement deal with him? It’s inevitable.
Let’s face it—the NFL is full of convicted felons who are making more money that you and I both make combined times ten. Vick is no exception to this rule, and is his crime any worse than a professional football player charged with manslaughter, spousal abuse, or another felony? Those players continue to play, and are not judged too harshly by the scrupulous public eye. I think that Vick’s future success is going to depend heavily on how well Vick plays in 2009. Consumers, excluding PETA members, have short term memories and if Vick plays well this season, I think football fans will be willing to forgive and forget…especially if he can lead the team to a Super Bowl title.
Whatever happens with Vick’s return, I think people will be scrutinizing the Eagles this season. Vick is now an infamous spectacle. Accepted or shunned—people will either be rooting him on or waiting for him to receive his comeuppance. I hope it’s the latter.
References:
http://adage.com/article?article_id=138485
http://en.wikipedia.org/wiki/Michael_Vick
http://www.cnn.com/2007/US/law/09/25/vick/index.html
http://www.nfl.com/players/michaelvick/profile?id=VIC311467
About Me
- eckramer
- Growing up in Atlanta, GA, I moved to New Orleans, LA to achieve my BBA in Marketing and Management from Loyola University New Orleans. After being displaced by Hurricane Katrina, I spent a semester at Georgia State University, but was able to return to New Orleans to achieve my degree. Following graduation, I returned to Atlanta to pursue a coveted career in advertising. Currently, I am working as an assistant traffic manager at a prestigious advertising agency. I am a self-motivated, organized, detail-oriented, advertising professional with a strong sense of project ownership and proactive approach to issue resolution. Although my background has been primarily focused on online media, I have the ambition to learn and master new technologies, processes, departments, and other innovative facets of the advertising industry including broadcast and print production, public relations, communications, and strategy. I interact with a variety of people, personalities, and overcome unique challenges on a daily basis in a highly-dynamic environment under strict deadlines. I am always looking to increase success for myself, my agency, and our clients.