Toronto Star

Anthem flap gives NFL sponsors headache

Companies silent or walk line between backing players, not antagonizi­ng president

- JEFF GREEN AND EBEN NOVY-WILLIAMS BLOOMBERG

SOUTHFIELD, MICH.— After a hotly political weekend in the National Football League, a few of the league’s corporate sponsors have started speaking out — sort of.

Ford Motor Co., Under Amour Inc. and Anheuser-Busch InBev SA issued statements that affirmed NFL players’ rights to kneel during the pre-game national anthem, while also sounding patriotic notes and affirming their support of the American flag.

Ford, for example, said the automaker would “respect individual­s’ rights to express their views, even if they are not ones we share. That’s part of what makes America great.”

In a tweet Sunday, Under Armour said it “stands for the flag and by our athletes for free speech, expression and a unified America.”

The anthem protests, which began with former San Francisco 49ers quarterbac­k Colin Kaepernick last year, were originally meant to call attention to racial injustice and police brutality. Some people see them as anti-American displays and, over the weekend, U.S. President Donald Trump called for team owners to fire players who refused to stand up during the Star-Spangled Banner.

After Trump criticized players at NFL games who take a knee during the national anthem, players and coaches across the league Sunday joined the protests. Several NFL owners, many of whom were million-dollar donors to Trump’s campaign, joined in support for their players.

Two sponsors, Nike and Hyundai Motor Co., made more definitive statements that backed the players’ right to protest.

The vast majority of the NFL’s 37 sponsors have remained silent. The league earns $1.25 billion from its corporate partners, who are eager to be affiliated with the most popular sport in the U.S.

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