There may be tensions and open dissent within the England camp at the World Cup, but the French team has imploded in a way that has triggered a wave of public criticism in France. It is felt that the country’s reputation has been besmirched and President Nicolas Sarkozy has demanded that representatives of the players and the football federation meet with sports minister Roselyne Bachelot to restore calm.
There may be tensions and open dissent within the England camp at the World Cup, but the French team has imploded in a way that has triggered a wave of public criticism in France. It is felt that the country’s reputation has been besmirched and President Nicolas Sarkozy has demanded that representatives of the players and the football federation meet with sports minister Roselyne Bachelot to restore calm.
Sponsors also think that they are being damaged by association with the team and have got together to demand action. Credit Agricole has pulled an advertising campaign linked to the team. What these events show is that football sponsorship may not always be a good investment and if incidents like those in the French and English team continue, sponsorship may be more difficult to obtain in the future. The attraction of sport to brands is that it is wholesome and healthy, but if that image is replaced by negative qualities, being associated with is no longer attractive.