Advertising makes inroads on U.S. sports, Kentucky Derby

February 20, 2006 —

Recently, it's come to pass that one of the last bastions of independent sporting events has been sacrificed on the altar of the almighty dollar. The Kentucky Derby, which for years has showcased comically undersized jockeys riding thoroughbreds worth more than the GDP of several nations, has sold its soul for a few extra bucks. The Louisville, Kentucky staple of Americana will now be known as the Kentucky Derby presented by Yum Brands. Yum Brands is the parent company of Pizza Hut, Taco Bell, and not ironically, Kentucky Fried Chicken.

No word yet on whether the dog food and glue factories will sponsor the loser's circle.

It is not surprising that the Kentucky Derby sold the advertising rights to its event; more than $100 million was legally wagered on the 2005 race. Maybe the Kentucky Derby's old guard resistance to corporate sponsorship was an anachronism in a time where every possible dollar is squeezed out in sports. But every sporting event you watch is becoming increasingly bland and generic, as corporate advertising sucks the life out of sports.

While not the innovator, NASCAR has perfected the science of sports advertising. We get to watch - for free - as the corporate world plays out on the racetrack, as Lowe's finishes behind Home Depot in both sales and in standings, where the Home Depot car of Tony Stewart narrowly beat the Lowe's car of Jimmie Johnson to win the 2005 series championship. While the Winston Cup served as a great advertising campaign for smoking, today the Nextel Cup inspires millions every day to make their annoying two-way conversations completely public, as if everyone wanted to hear what they are up to.

Ever year, sports are moving more and more from the playground to the boardroom. Sports used to be a way for either the masses to escape the crushing realities of day-to-day life, or for rich kids to show their refinement through sport. More and more, sports are simply being used as a marketing gimmick for a company to sell you crap. For God's sake, NASCAR was founded by a bunch of moonshine runners on the back roads of the South - how far it has come. Even my favorite Pistons player, Rip Hamilton, cuts his hair into the shape of a Goodyear tire - for a hefty endorsement fee, of course.

Even bad publicity can be a boon for advertising. An impending rape trial and self-acknowledged marital infidelity may have cost Kobe Bryant his McDonald's and Sprite contracts, but it didn't hurt his jersey sales, as they soared to the top of the charts in the height of the fiasco. Pretty soon, Ron Artest is either going to be the spokesman for anti-psychotic medication, or for a high-powered energy drink that will let you morph into a punch-throwing, unapologetic monster single handedly capable of ruining the NBA's reputation.

I'm waiting for the day the NBA Finals morph into the American Honda Motor Company, Inc. presents the Detroit Pistons of Auburn Hills against the Seattle Sonics sponsored by Starbucks Coffee. When this happens, will teams adopt the persona of their sponsors? Will the Pistons be a small, efficient team that is well managed versus the chic, caffeinated, sophisticated Sonics? It's not too difficult to imagine - the NBA had to amend the rules to prevent Memphis from changing its name to the Express (after FedEx, which is headquartered in Memphis) and from wearing orange and blue uniforms, FedEx's distinctive trademark.

Mark my words; we will soon see corporate logos adorn the uniforms of our beloved professional athletes. It's not unprecedented - top European soccer clubs have done it for years. America is much more corporate than Europe, and the recalcitrance of David Stern and all of the other commissioners toward logos will abate when the financial rewards are too tempting to pass up.

It's sad to see sports devolve into something so impure. The heads of the major sports need to realize that a corporate saturation point fans can take is about to be breached. Thankfully, fans can push back, if only on a minimal level. In 2004, MLB home plates were about to be covered with logos for Spiderman 2 before fan uproar and backlash from purists brought down the plan. Fans can take action and save their favorite sports before Wall Street titans ruin more of America's national pastimes.