Sports and digital marketing have an incredibly symbiotic relationship in today’s digital-first world. From large-scale global events to local club promotions, sports teams, leagues, and brands rely heavily on digital marketing strategies to engage with their audiences, enhance fan loyalty, and drive revenue. With the rise of social media platforms, streaming services, and interactive fan engagement, sports marketing has evolved into a multi-faceted and complex field.
However, not every sports digital marketing campaign or initiative has been a success. Some campaigns have missed the mark, generated negative responses, or even damaged the brand’s reputation. These failures serve as important lessons, not just for the sports industry, but also for digital marketers in all sectors. In this op-ed, we will explore several notable sports digital marketing fails and dissect the reasons behind them. We will also provide actionable insights to help brands avoid similar pitfalls in the future.
1. Pepsi’s Failed Campaign with Kendall Jenner During the 2017 NBA Playoffs
One of the most talked-about digital marketing fails in recent years came from Pepsi, a key sponsor of various sports events, including the NBA playoffs. In 2017, Pepsi launched an advertisement featuring supermodel Kendall Jenner, which was intended to convey a message of peace and unity. The ad depicted Jenner participating in a protest and handing a police officer a can of Pepsi, signaling the resolution of tension.
The ad was part of Pepsi’s larger campaign to associate the brand with social activism and the youth culture that surrounds major global events, including sports. However, the response was overwhelmingly negative, especially in the context of the sports audience. While the ad was meant to evoke unity, the imagery was deemed tone-deaf and insensitive, trivializing the Black Lives Matter movement and protests related to police brutality.
1.1 What Went Wrong?
Pepsi’s misstep was rooted in a fundamental misunderstanding of both the audience and the cultural climate. Sports fans, particularly those following major events like the NBA playoffs, are often highly attuned to social issues. To frame a sensitive political issue like protest and justice around a product like soda was perceived as superficial and exploitative. The decision to feature Kendall Jenner, who had no direct connection to the issue being depicted, added to the inauthenticity of the campaign.
Furthermore, the digital marketing channels that Pepsi used, particularly social media platforms like Instagram and Twitter, amplified the backlash. Within hours of launching the campaign, social media users called out the brand for using serious social issues for commercial gain, leading to widespread ridicule.
1.2 The Result: A Public Relations Nightmare
The ad was pulled, and Pepsi issued a public apology, but the damage to its reputation had already been done. The company faced massive backlash across social media platforms and mainstream media. This incident became a prime example of how not to approach social issues in marketing, particularly in the sports context, where fans and athletes are often at the forefront of social justice movements.
Lesson Learned:
Sports digital marketing must be sensitive to the cultural, social, and political contexts in which campaigns are launched. Brands should be cautious about jumping on social issues, especially in the context of sensitive topics like protests and social justice movements. Genuine, authentic campaigns that resonate with the audience are far more effective than attempting to appropriate movements for marketing purposes. Sports brands must always prioritize the values and identity of their fanbase to avoid missteps that can tarnish their reputation.
2. New York Mets’ Social Media Fail with the “Laughing” Post
In 2018, the New York Mets, a Major League Baseball team, made a controversial social media blunder during the early part of the season. After a particularly tough loss, the Mets’ official Twitter account posted a photo of a player laughing in the dugout, which many fans interpreted as a sign of indifference or lack of respect for the team’s performance. The post, which was meant to show camaraderie among players, quickly backfired and angered fans, particularly those who were already frustrated with the team’s performance.
2.1 What Went Wrong?
The Mets’ social media team did not adequately assess the emotional climate surrounding the team at the time. With the team facing a string of losses and mounting fan frustration, the last thing fans wanted to see was a lighthearted post that seemed to dismiss their concerns. The photo, which was intended to humanize the players, instead made them seem out of touch with the fans’ frustrations.
Additionally, the lack of context around the photo left fans questioning the team’s sincerity. If the intention was to show that the players were still having fun despite their struggles, this messaging was not clearly conveyed. Sports teams are expected to project a sense of unity and drive, especially in challenging times. A post that undermines these values can quickly backfire.
2.2 The Result: Fan Backlash and Negative Publicity
The Mets’ social media blunder led to significant backlash from fans who expressed their anger over the tweet. The controversy spread quickly on Twitter, with many fans criticizing the team for appearing tone-deaf. The Mets organization responded with an apology, and the post was eventually deleted. However, the incident illustrated how easily social media posts can backfire if not thoughtfully executed, particularly in the emotionally charged environment of sports.
Lesson Learned:
In sports marketing, particularly on social media, it’s essential to be aware of the current emotional tone of the fanbase. Fans invest emotionally in their teams, and when a team is struggling, they want to see that the players and management are equally invested in improving. Brands must be attuned to the emotional context of their campaigns and avoid posts that could be perceived as out of touch or insensitive. Sports digital marketing should always be driven by empathy and authenticity.
3. NFL’s “Super Bowl Baby” Ad Fiasco
In 2019, the National Football League (NFL) launched a digital marketing campaign leading up to the Super Bowl, called the “Super Bowl Babies” campaign. The ad, which was initially thought to be humorous, showed adults who were supposedly conceived on the night of a past Super Bowl, celebrating their births during the Super Bowl festivities. The ad was meant to emphasize the excitement and cultural significance of the event, positioning the Super Bowl as a momentous occasion.
However, the campaign received widespread criticism for being in poor taste and out of step with the times. It was criticized for sexualizing the event in a way that felt inappropriate and unnecessary, especially given the NFL’s ongoing issues with player conduct, including sexual harassment and domestic violence scandals. Fans took to social media to express their discomfort, and the campaign received negative media attention.
3.1 What Went Wrong?
The primary issue with the “Super Bowl Babies” campaign was that it was out of touch with both the audience and the NFL’s broader brand image at the time. In the context of the #MeToo movement and heightened awareness around gender equality and respect, the ad’s focus on sexualized humor felt tone-deaf. The NFL, still grappling with its image due to off-field controversies, missed an opportunity to create an inclusive, respectful campaign that resonated with modern sensibilities.
Additionally, the campaign failed to engage the audience meaningfully. It relied too heavily on shock value, without offering any real value or connection to the Super Bowl or the NFL’s core message.
3.2 The Result: A Backlash from Fans and Advertisers
Despite the NFL’s intentions to create buzz and generate excitement around the Super Bowl, the campaign did the opposite. It alienated fans and drew criticism from advertisers who were concerned about associating their brands with the NFL’s misstep. The ad was ultimately pulled from rotation, and the NFL had to issue an apology for the controversial campaign.
Lesson Learned:
Sports digital marketing campaigns should always be aligned with broader cultural movements and the social sensitivities of the time. Brands must recognize that humor, particularly when it comes to sensitive topics like sexuality, can easily backfire. It is crucial to ensure that campaigns respect the values of the audience and reflect the positive, inclusive image that sports brands strive to project. Shock value should never come at the expense of respect and dignity.
4. Adidas’ “Trophy Hunting” Controversy During the 2018 World Cup
In 2018, Adidas launched a digital marketing campaign during the FIFA World Cup that caused widespread controversy. The ad featured a soccer player holding a large, golden trophy with the phrase “Impossible Is Nothing.” While the intention was to celebrate athletic achievement, many viewers, particularly in Africa, took offense to the imagery, which they perceived as glorifying trophy hunting. The ad’s timing—released during the World Cup, which had a global audience—only amplified the backlash.
4.1 What Went Wrong?
The ad’s visual, depicting a player with a golden trophy, was poorly executed given the rising sensitivity to issues like wildlife conservation and trophy hunting. In African countries, trophy hunting is a highly controversial practice, and the ad’s imagery was seen as an insensitive nod to a practice that many people find reprehensible. Adidas failed to understand the cultural implications of their digital marketing and did not take into account the diverse audience that the World Cup attracts.
Moreover, the brand did not anticipate the speed at which social media users would respond. Within hours of the ad going live, social media platforms were flooded with criticism, calling out Adidas for its lack of cultural awareness and its insensitivity to global issues.
4.2 The Result: Brand Damage and Apology
The backlash was swift and severe, and Adidas had to pull the campaign and issue a public apology. The ad was deemed tone-deaf, especially considering the brand’s position as a leading global company with an international fanbase. Adidas faced considerable backlash in African markets, where the brand had a significant following due to its sponsorship of teams like Nigeria’s national soccer team.
Lesson Learned:
Adidas’ “Impossible Is Nothing” campaign is a reminder that sports brands, particularly those with a global reach, must consider cultural sensitivities when launching digital campaigns. Brands must be proactive in understanding the potential ramifications of their marketing efforts and ensure that their messaging aligns with the values of their diverse global audience. In the world of digital marketing, a lack of cultural awareness can result in long-lasting damage to brand reputation.
Conclusion: The Importance of Thoughtful Digital Marketing in Sports
Sports digital marketing, like any other sector, is not without its challenges. Brands must be aware of the cultural, social, and political contexts in which they operate to ensure that their messaging resonates with their audience and avoids alienating fans. The failures highlighted in this op-ed show how quickly a campaign can go wrong, especially in the high-stakes, high-profile world of sports.
For brands and marketers in the sports industry, the key takeaway is simple: always put the audience’s needs and values first. Sports are about passion, community, and loyalty, and digital marketing efforts should reflect these core principles. By embracing authenticity, cultural awareness, and empathy, sports brands can successfully navigate the digital marketing landscape and build deeper connections with their fans in the years to come.
