Is All Publicity Good Publicity?

Coming off the back of an incredible season in the English Premier League, Luis Suarez went into the world cup as a Brand Ambassador for Adidas and 888Poker. With celebrity sponsorship deals proving extremely lucrative because of the extra exposure they can gain to a new audience through the association with a celebrity, increasing their brand awareness. However as a result of the alleged biting incident on Giorgio Chiellini in the Uruguay Vs Italy game, viewed by millions around the world the association to Suarez could become damaging. How true is the old saying, all publicity Is good publicity?


The media hype surrounding Suarez as a result of the incident has brought his association to Adidas and 888Poker to the attention of millions, forcing them to review their relationship with Suarez. While it may be bad for business for the companies Luis Suarez represents it provides a great marketing opportunity for other brands.


An incident viewed by a Global audience of millions can become a powerful marketing tool. Within minutes of the final whistle tweets from brands seizing on the opportunity began appearing. McDonald’s Uruguay, TGI Fridays, Whataburger and Snickers just to name a few.


In the following days companies have gone to print with advertising campaigns using the incident which does support the view that all publicity is good publicity........if you don't have a sponsorship deal with the person involved in the scandal.


Looking at it from the perspective of the sponsors however, they are under severe scrutiny for having the relationship. 888Poker have now terminated their contract and Adidas are reviewing the situation.


At Complete One we realise the importance of Brand Protection and that is the reason we make it our number 1 priority, ensuring all the representatives we work with are trained to the highest standards in customer service and product knowledge.


“A brands reputation is key when attracting and retaining customers.” ~ MD at Complete One, Glen Lowes



The old adage of all publicity is good publicity would seem to be completely dependent on the circumstances and situation. What may be good for one party could be a PR disaster for another. Every case needs to be judged on an individual basis.