WHEN TALENT GOES TO THE DOGS

by Michael Hand

Over the past few weeks, sports pages have been filled with coverage of Michael Vick’s release from prison after bankrolling a dogfighting ring.  The former Atlanta Falcons quarterback is certainly a gifted athlete but speculation continues on whether or not he will get a shot to wear a uniform (with shoulder pads and helmet, not orange jumpsuit) again.  When all is said and done I believe he will find his way back on the field, after all the NFL is a business and nobody is as gifted with athleticism — but will he ever get another shot at the endorsement deals that made him an extra $5-10 million a year (Nike, AirTran Airways, etc.)?  More important, how do you ensure you have the right person speaking for your brand?

Companies seeking an ambassador or image for their mainstream brands often demand to stay away from this type of polarizing individual, but stranger things have happened.  The NBA’s Kobe Bryant is the text book example of the top to the bottom and back to the top reality.  Back in 2003, Kobe was in the LA spotlight with numerous opportunities laid out in front of him when he was charged with sexual assault on a 19-year old hotel employee while “preparing his knee for surgery” at a Colorado spa.  Result, the bottom fell out – while defending his innocence he lost everything in his sponsorship portfolio and almost lost his young family as well.  Kobe eventually settled a civil suit out of the court room for his “consensual sexcapade”, reconciled with his wife and started back on the climb.  Many still believe he was guilty of more than adultery (and really poor judgment), but the deals did come back.  He resurrected his image by playing hard, keeping his mouth shut and winning on the court.  He now has the top-selling NBA jersey in the world and endorsement deals with Coca-Cola, Nike and others as well. I find this to be the exception, not the rule.

My recommendation to any client currently looking for Mr. or Ms. Right to be the face of their product/company – stay far away from “character concerns”.  The risk far outweighs the reward.  Find an individual who has similar core values and who has strong appeal with your target audience.  Don’t fall into the celebrity trap and just cut a check because your new CMO is a fan of football/racing/rodeo/American Idol.  Do your research and talk with the actual individual – not just his/her agent.  Remember that agents are paid to get deals done, you want first hand exposure that your future is riding on somebody you can trust (and work with).  Waiting for the TV shoot, hospitality visit or speaking engagement to meet for the first time is simply foolish; if they want the deal they will make the time.  We are not talking about ten hours, we are talking about twenty minutes backstage, at the hotel after the game or even a quiet breakfast on an off day.  Make sure they know something about your products and make sure they sound believable when they talk about them.  Also – watch how they treat other people around them, from family members to wait staff – this can provide rich insight.

Bottom line – I do not think Mr. Vick will see the kind of deals he was getting before his incarceration, but stranger things have happened.  It may just take some time.  Who knows, maybe he can even pass the breakfast test?

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WHEN TALENT GOES TO THE DOGS