Dannon Ends Ad Deal With Panthers' Cam Newton After Sexist Comment
06 Ottobre 2017 - 12:20AM
Dow Jones News
By Suzanne Vranica
Yogurt maker Dannon Co. said it is ending its sponsor agreement
with Carolina Panthers quarterback Cam Newton after he made a
sexist comment to a female reporter.
During a press conference Wednesday, Jourdan Rodrigue, a
Panthers beat reporter for the Charlotte Observer, asked a question
about the route-running of Panthers receiver Devin Funchess.
"It's funny to hear a female talk about routes," Mr. Newton said
in response, smiling widely, before answering the question.
The comment set off a firestorm of debate on social media. Ms.
Rodrigue tweeted: "I don't think it's 'funny' to be a female and
talk about routes. I think it's my job."
Dannon, which has aired TV commercials for its Oikos line of
Greek yogurt that starred Mr. Newton, said it was severing ties
with the quarterback because of his remarks.
"We are shocked and disheartened at the behavior and comments of
Cam Newton towards Jourdan Rodrigue, which we perceive as sexist
and disparaging to all women," Dannon said in a statement. "It's
simply not ok to belittle anyone based on gender. We have shared
our concerns with Cam and will no longer work with him."
Mr. Newton's agent, Carlos Fleming of WME/IMG, disputed the
statement that the quarterback's sponsorship relationship with the
yogurt maker had ended.
"Dannon did not drop Cam. He is still under contract. They did
not terminate him," Mr. Fleming said in an email, adding that the
company is still paying Mr. Newton.
Dannon, which is the U.S. unit of France's Danone SA, wouldn't
discuss the details of its agreement with Mr. Newton, which started
in 2015, but said it was removing the ads that featured Mr.
Newton.
In addition to drawing backlash on social media, Mr. Newton's
remarks were also condemned by the NFL.
"The comments are just plain wrong and disrespectful to the
exceptional female reporters and all journalists who cover our
league," the NFL said in a statement. "They do not reflect the
thinking of the league."
PepsiCo Inc.'s Gatorade brand, which also has a sponsorship deal
with the athlete, said Mr. Newton's "comments were objectionable
and disrespectful to all women and they do not reflect the values
of our brand. Gatorade fully supports women who compete in, report
on, coach for, or play any role in sport -- on or off the
field."
The company declined to say if its deal with the sports figure
has changed.
Under Armour, which also works with Mr. Newton, didn't respond
to requests for comment.
Madison Avenue is littered with endorsement deals that were
terminated because of inappropriate or controversial behavior by
athletes. Advertisers typically run for the hills when controversy
erupts out of fear that a prominent sponsor's actions could tarnish
their brand.
The most famous endorsement career bust occurred in 2009 when a
slew of marketers dropped golfer Tiger Woods after allegation of
his infidelities became public.
In another prominent example, last year U.S. Olympic swimmer
Ryan Lochte lost several endorsement deals after he falsely claimed
that he and his teammates had been held up by armed robbers at a
gas station during the Rio de Janeiro Games.
Write to Suzanne Vranica at suzanne.vranica@wsj.com
(END) Dow Jones Newswires
October 05, 2017 18:05 ET (22:05 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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