It is very risky for a choose a brand of high performance sport as an ambassador, because there is uncertainty about its sporting results but now the biggest risk for their behavior.
The list of athletes while they are being polemical ambassadors of several brands is growing more and more. After Franck Ribery, Tiger Woods, Zinedine Zidane, Richard Gasquet, Eric Cantona, Michael Phelps and others, Nicolas Anelka is the last question.
It is probably the player most popular with French marks during this World Cup as Pringles, where he is one of four players ambassadors (with Fabregas Crouch and Kuyt) and Quick had even sold a burger to his name during the Rugby World Cup ( TV spot).
But I never really understood why Anelka was praised by both brands. It has even been cartoonisé in the cartoon "Foot 2 rue" . I do not think it is among the players of the France team, the best model we can give young people, as much by his personality (introverted, closed, lack of motivation) that by its conduct as when he refuses a selection team of France under the age Santini.
And this World Cup confirms my view. As a symbol, then it is most sought by the marks, it was probably the worst French player during the competition and especially the great proponent of anything that followed the match against Mexico, Obviously refusing to apologize. Will he apologize in a TV spot, as did Tiger Woods and Eric Cantona Nike ? I doubt it. Concerning its sponsors, Quick decided to withdraw its advertising posters where player was promoting a sandwich, but the spot continued to be circulated and made itself the object of parodies .
As for the team of France, Credit Agricole has stopped broadcasting its TV spot featuring some players and other sponsors of course denounced the current situation of the team. By cons, though Toyota had anticipated I think, with his TV spot where no player no figure but only supporters or French lambda and whose slogan is "the official car of the France team football AND ITS SUPPORTERS. The fans are much more reliable than sportsmen and give more to the brand image of closeness to consumers.
