There was an interesting touchdown celebration in the Dallas vs. Philadelphia game on Sunday Night Football. After his 11 yard touchdown reception, Eagles tight end Brent Celek ran to the back of the endzone, centered himself in front of the TV cameras, and did a pretty recognizable motion.
To anyone who has watched TV in the past five years they would recognize that motion as the Captain Morgan pose from Captain Morgan commercials.
One would most likely think that Celek was just trying to be funny (or a raging alcoholic). But, as it turns out, this was a marketing plan by Captain Morgan rum. They were ready to launch a campaign where they would donate $10,000 to the Gridiron Greats Assistance Fund every time that the Captain Morgan pose was seen on screen. The Gridiron Greats Assistance Fund is a not-for-profit organization which raises funds for retired football players. (Wait, wait, wait. They are raising money for retired football players? A simple google search told me that the lowest paid players get paid $225,000. My parents are teachers....the NFL players will survive.) This donation would have been bumped up to $25,000 in playoff games and $100,000 in the Superbowl.
After the game the NFL put an end to the Captain Morgan pose. NFL spokesman Greg Aiello said to Yahoo! Sports that "A company can't pay a player to somehow promote their product on the field." I guess because they are NFL players, a donation to something they might be a part of someday could be considered 'paying them.' Celek spoke through an Eagle's spokesman and denied knowledge of the Captain Morgan campaign, however, an account executive handling the promotion said that he was indeed involved. (whoops!)
NFL players have gotten in trouble for advertising products in the past. Celek got off easy. In 2007, Bears linebacker Brian Urlacher got fined $100,000 just for wearing a Vitamin Water hat to media day before SuperBowl XLI. Celek probably got off with a warning because the profits were going to a charity for NFL alumni.
I don't know what to think of this type of 'guerilla marketing.' I think it would be sort of neat if they let every on-field promotion go. However, I think that might make the players a little self centered, but, what if every on-field promotion had to go to a charity. I mean, if every player did a certain celebration to benefit a charity( a real charity, perhaps, instead of the rich people assistance fund) I think that would be just fine. If these companies want to dish out all of this money to a good cause what would be the problem? What do you think of this type of marketing?
I love marketing for a good cause. So what if you get a few football players to strike a pose for the camera if it brings much needed monies to a non-profit agency. Just so long as the marketing doesn’t in any way affect the game or interfere with the rules I say let these guys raise money for area organizations.
ReplyDeleteOne side note, the football players fund covers those men who played the game before the players were paid the big bucks. Men like Steve Van Buren of the Eagles who would ride a bus to the stadium in Philadelphia to play ball then ride a bus back home to his meager dwelling. I had the opportunity to meet Mr. Van Buren years ago; he went to the same senior center as my mother-in-law. She told me that he was living in the guest house at his daughter’s home living on social security.
I wouldn't mind seeing the advertising if it was for a good cause. I can't believe that companies are coming up with things like this. I don't see a problem with any of it, as long as it does not interfere with the game. Also, why do they need a retirement fund?!?!?! If they wasted all of their money and didn't save any, then that is their own fault. If it were other people, they would have to get another job or find another way to get by. They need to be smarter.
ReplyDeleteI think the idea that the Gridiron Assistance Fund has is a cool idea, however, it should be for a better cause. Think of the month of October when the NFL players showed their support for breast cancer and wore pink gear. I thought that was pretty cool since you think of NFL players as role models (well some kids do anyways.) It would be neat to see all the different types of ‘marketing’ poses that would come out of it and it would be pretty creative at times I think. I agree with the NFL players only being allowed to do this for a good cause and maybe a non-profit organization only. This would also bring some problems like how do you differentiate between a good organization and a not so good organization and the extra time it might add to some already lengthy games.
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