Sentence to upset Messi endorsement with Tata Motors
Lionel Messi’s 21-month jail sentence for tax fraud could hit the football star’s brand endorsements worldwide, including with Tata Motors.
A Barcelona court on Wednesday sentenced Lionel Messi and his father Jorge Horacio Messi to 21 months in jail for defrauding tax authorities of 4.1 million euros ($4.6 million). Under the Spanish law, a prison sentence under two years can be served under probation. This means the Messis may not go to jail.
Tata Motors had signed Messi as its brand ambassador in November, 2015 ahead of the launch of its Tiago hatchback. The deal was estimated at around ₹12-15 crore. Messi is featured in advertisements all over the country in print, TV and billboards.
But Messi’s sentencing may not go down well with the Tatas .
“We do not have any comment on this till we have further details,” a Tata Motors spokesperson said.
Earlier, when Messi had announced his retirement from international football late last month, Tata Motors had said their association with the brand ambassador wouldn’t change.
However, brand experts feel his image would take a hit, and a company as big as Tata Motors may not want to have such a brand ambassador.
“If you look at the sentencing, Messi may or may not go to jail. But, sentencing is sentencing. It means that a law of a particular land was not followed, and it’s an economic offence. Knowing the ethos of the Tatas, they will not want to touch Messi,” said Harish Bijoor, a brand expert.
He said there might be a clause in the contract for terminating the deal in specific instances without having to shell out huge severance fines.