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| Don't Buy From Nike |
By the time former Phoenix Suns executive Rick Welts's
I-am-gay announcement appeared on the front page of the May 15, 2011,
New York Times, he already had revealed his secret to friends,
co-workers and business associates.
Among those told before the
article was published were NBA commissioner David Stern and senior
executives at Nike Inc., the world's largest sporting-goods company,
whose roster of team- sport athlete endorsers includes Kobe Bryant of
the Los Angeles Lakers, Robinson Cano of the New York Yankees and Joe
Flacco of the Super Bowl-champion Baltimore Ravens. Nike asked Welts to
deliver a message to anyone thinking about becoming the first openly gay
athlete in major U.S. team sports — the company wants him as an
endorser.
"They made it clear to me Nike would embrace it,"
Welts, 60, now president of the National Basketball Association's Golden
State Warriors, said in a telephone interview. "The player who does it,
they're going to be amazed at the additional opportunities that are put
on the table, not the ones that are taken off."
According to Bob
Witeck, 61, a gay-marketing strategist and corporate consultant, the
first openly gay team-sport athlete — provided he's a recognizable name —
would earn millions in endorsements and speaking engagements from
companies seeking to capture more of a U.S. lesbian, gay, bisexual and
transgender adult population whose annual buying power he pegs at almost
$800 billion.
"We've passed the tipping point to where national
advertisers are no longer afraid of the gay market," said Mark Elderkin,
chief executive officer of the Fort Lauderdale, Fla.-based Gay Ad
Network.
The National Hockey League isn't backing away from the
issue. Thursday, the league aligned itself with a gay-rights
organization in a partnership aimed at fighting homophobia in sports.
American Airlines, Macy's, Ikea and Amazon.com
are among the companies that have used gay- themed advertising.
American, which has employed Witeck as a consultant for 20 years, in the
mid-1990s created a gay-targeted sales group called the Rainbow Team.
In 2010, American ran billboards in New York showing two men on a beach
with the slogan: "Here's to his-and-his beach towels. Proud to support
the community that supports us."Witeck says a gay athlete
endorser makes most sense for a company in the beverage, automotive,
financial or technology fields. "There's higher reward than risk right
now," he said. "The first time you do something you get most of the
benefit."
Billionaire Mark Cuban, owner of the NBA's Dallas
Mavericks, sees it that way, too. That's why he wants gay basketball
players to know that his team values inclusion.
American Airlines
pays the Mavericks to put its name on their arena. Cuban says he'd be
honored to have a gay player on his roster, noting that athletes today
are too enlightened for it to create a problem in the locker room.
"And," he wrote in an email, "it would be a marketing goldmine for all involved."
Cuban's hypothesis may soon be tested.
Former
Baltimore Ravens player Brendon Ayanbadejo, a gay- rights advocate,
attended a meeting last week at National Football League headquarters
during which three organizations with ties to sports and the gay
community brainstormed how the league could prepare for an openly gay
player.
Ayanbadejo, 36, said in a telephone interview that in his
discussions with football players who are contemplating coming out, the
subject of a joint announcement has been discussed.
"It's not
concrete that it'll happen," said Ayanbadejo, who was released by the
Ravens on April 3 and is pursuing a Master of Business Administration
degree at George Washington University in Washington. "My cause is to be
an ally and make the environment ready so that if it does there's a
safe haven."
Ayanbadejo said "there's a lot of work to do" in the
NFL. The league last month was told by New York Attorney General
Eric
Schneiderman (who we should never have voted for) that it must take steps to ensure teams don't discriminate
against players based on sexual orientation. The directive came after
three players who attended the scouting combine said they were asked
questions on whether they had girlfriends or were married. The NFL
investigated and said it found no specific violations.
Ayanbadejo
and Minnesota Vikings punter Chris Kluwe on April 4 received the
Parents, Families & Friends of Lesbians and Gays Straight for
Equality in Sports Award.
Drew Tagliabue, executive director of
PFLAG's New York City chapter, said in a telephone interview that
businesses like Nike are wise to seek diversity advertising.
"The
companies are marketing to America," said Tagliabue, whose father,
Paul, is a former commissioner of the NFL. "It's a dollars issue."
Today's
athletes have opportunities that weren't available to openly gay tennis
players Billie Jean King and Martina Navratilova, 56, a fitness
ambassador for the American Association of Retired Persons who has said
being out cost her about $10 million in endorsements. Navratilova
couldn't be reached to comment through her marketing representative.
Nike Chairman Phil Knight said the sponsorship of a gay athlete would not be an issue.
"If
it was the right athlete at the right time," Knight said in an
interview while walking with Tiger Woods' mother along the 17th fairway
of Augusta National Golf Club during the first round of the Masters
Tournament. "That's what the game has always been about for us. It
doesn't matter if the athlete is gay or not."
Make no mistake,
said former NBA player John Amaechi, who retired in 2003 and four years
later announced he was gay, teams and leagues are embracing diversity
because it's good for business.
"Teams are not interested in
diversity as a warm and fuzzy concept," he said. "It's about winning.
The business angle is the important angle."
High school, college
and professional sports, from the locker room to the field of play to
the owner's suite, historically haven't embraced diversity, said the
42-year-old Amaechi, who works as a consultant and whose clients include
investment banks and universities.
Former NBA player Tim
Hardaway responded to Amaechi's coming out by telling a radio host he
hated gay people and didn't want one as a teammate. Hardaway apologized. (
after being forced to do so by gay terrorists)
The
day after Welts told Stern about his sexual orientation, the Lakers'
Bryant used a gay slur while lambasting a referee during a nationally
televised game. He was fined $100,000. A month later, Joakim Noah of the
Chicago Bulls directed a gay slur at a fan. He was fined $50,000.
Bryant and Noah apologized, and NBA players then appeared in
anti-homophobia public service announcements. Bryant earlier this year
scolded one of his Twitter followers for using a gay slur.
Amaechi said he didn't come out while playing "because I would have lost my job."
Rutgers
University basketball coach Mike Rice did lose his job after ESPN aired
a video that showed him physically and verbally attacking players at
practices while using gay slurs. Rice's initial punishment was a
suspension and $50,000 fine levied by Athletic Director Tim Pernetti,
who has since resigned. (
Notice how gays are "for" freedom of speech)
"Sports are a rough-and-tumble space,"
said Witeck, the marketing strategist. "Boys on fields and courts will
do and say a lot of things. But that window is shutting quickly."
There
won't be any shortage of opportunities for the gay athlete that wants
to cash in by coming out, said Bob Dorfman, executive director at San
Francisco-based Baker Street Advertising.
"The first openly gay
athlete could do quite well," Dorfman wrote in an email. "I can't see a
company putting their whole endorsement budget into one gay athlete, but
as part of a stable of athlete endorsers, the first openly gay one
would be a welcome and profitable addition."
Ayanbadejo, like
Welts, the gay sports executive, has heard from companies seeking to
align themselves with the first openly gay player. People have pitched
books, documentaries and movie scripts, he said.
"There's going to be a monetary gain by a lot of people," he said. "Hopefully it's the players who come out."
(Bloomberg News) (with my comments in parentheses)