Has Michael Phelps puffed up his image?
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A sports marketing expert at the University of Indianapolis says Michael Phelps may get an image bong ... oops, boost ... from the publication of a picture that shows him apparently using marijuana.
Associate Prof. Larry DeGaris, director of sports marketing at UIndy, says a taint of scandal might even burnish the Olympic champion’s image in some eyes, showing him as a human being with flaws rather than as a medal-winning robot.
“He’s been tagged as an uber-nerd, so this might give him an edge to keep in the public eye,” DeGaris says. “Other than the eight gold medals, he’s a lot like many other young American men. And he’s humble enough to apologize when he makes a mistake, which might make him more trustworthy in the eyes of the public and, hence, a more effective product endorser.’
DeGaris says this incident alone is unlikely to derail Phelps’ athletic career or lucrative sponsorship and endorsement deals. He bases that opinion in part of the International Olympic Committee’s reaction, which expressed disappointment but no threat of sanctions.
‘He got a pass from the IOC, so there are no immediate repercussions in terms of athletics,” says DeGaris, a consultant on sports sponsorship.
As of Tuesday morning, sponsors such as Speedo, Hilton Hotels and watchmaker Omega had expressed continuing support for Phelps, although others including Visa, Subway and Kellogg Co. had not yet addressed the issue.
But DeGaris noted the cautionary aspect of the story.
‘This is a warning to all would-be celebrities in the age of digital cameras in phones. You’re always under surveillance.’
-- Philip Hersh
