Sponsors give measured responses to protests
Some keep quiet, some promise to continue support
Despite the widespread protests that occurred last weekend during the playing of the national anthem at NFL games, most league sponsors are remaining silent on the issue.
Others, however, have continued to pledge their support as reaction continues to pour in after comments made by President Trump, who said players who sit or kneel during The StarSpangled Banner should be fired.
“What I can say is that at Anheuser-Busch, we have a long heritage of supporting the institutions and values that have made America so strong,” the company’s senior director of marketing communications, Matt Kohan, wrote in an email to USA TODAY Sports.
“That includes our armed forces and the national anthem as well as diversity, equality and freedom of speech. We proudly employ over 1,100 military veterans and we work every day to create an inclusive environment for all of our employees. Because only together can we achieve our dream of bringing people together for a better world.
“We have many long-term sports partnerships, including our NFL sponsorship, and while we may not agree on everything, we still believe in the power of sport to bring people together and overcome their differences. We have no plans to end our NFL sponsorship.”
Hundreds of players sat, kneeled, locked arms or stayed in the locker room during the playing of the anthem during Week 3 as a direct response to the president’s comments.
At a rally on Friday in Alabama, Trump said, “Wouldn’t you love to see one of these NFL owners, when somebody disrespects our flag, to say, ‘ Get that son of a b---- off the field right now. Out. He’s fired. He’s fired!”
The most complex issue for companies to navigate is that is- suing a strongly worded statement could be offensive to an entire segment of consumers. Mark Renshaw, global chair of brand practice at the public relations firm Edelman, said that its research indicates that a large percentage of consumers adhere to a buy-on-belief system, meaning they are loyal to brands that represent ideals similar to the ones they hold.
“I think there’s definitely a lot to lose, and maybe not that much to gain,” Renshaw told USA TODAY Sports. “For a lot of these players, it’s obviously a very personal thing to them how they decide to act. I think the players who are clear on some of their values and the brands who are clear on who they are and what they stand for, I think those are the ones that are going to come out of this OK.
“I think the people and the brands who are not really sure what they stand for, those are the ones who should be careful with how they approach this.”
According to The Wall Street Journal, DirecTV, which allows viewers to watch all out-of-market games on its NFL Sunday Ticket, will refund subscribers who want to cancel the service if they’re opposed to the protests.
Other sponsors are providing lengthy statements to explain their views.
“Bose was founded in the United States, and our world headquarters is in Massachusetts, where it’s been for over 50 years,” according to a response from the company. “It’s now surrounded by several other Bose facilities — and at all of them, at all times, we proudly fly the American flag. It’s a symbol of our great country which protects the freedom for every person to express their views. We respect that freedom, whether we agree with those views or not.”
Other corporations kept it brief.
“In America, we should respect those who have served AND stand up to injustice,” Papa John’s said. “We need to work together to be better.”
The protests, however, might impact the corporate relationships players have with local businesses.
Denver Broncos linebacker Von Miller might not have his contract with a local Ford dealership renewed after he participated in this weekend’s protest when he kneeled during the anthem.
And, according to The Denver Post, CenturyLink spoke with Broncos receiver Emmanuel Sanders about his decision to participate Sunday, though he will retain the endorsement deal because it was a “one-time occurrence.”
Microsoft, whose Surface tablets are available for use on NFL sidelines, declined to comment, saying, “they have nothing to share” through a spokesperson. Repeated requests for comment to Visa, Ford Motor and Bridgestone were not returned.