The NFL and Cover girl

The NFL and Cover Girl have a partnership that has taken some hits. I read an article about cover girl and the hits that it has taken in the midst of the Ray Rice domestic abuse scandal. The article talked about Covergirl being the official beauty sponsor for the league. Cover girl has an ad with the team colors on models. So far they have not made a statement about the scandal. However there has been push back on social media as Adele Stan edited the Baltimore Ravens model to have a black eye. The Ray Rice event caused a national firestorm and for the sponsors of the NFL a decision had to made on whether to continue it partnership or if this was a situation that their brand could no longer be associated with.  Covergirl decided to stay with the NFL. The company however did have to make a statement concerning the event and it’s partnership with the NFL.  This must have been a hard decision because it has so many layers to it. It is something to be said for loyalty to a partnership but you have to also take into consideration your costumers. Covergirl decided to stick with its partnership with the league I agree with the decision that Covergirl came to I think that this event opened a lot of eyes to a sensitive subject. Cover girl as a solution took down it’s Ravens ad and issued a statement that they did not think that domestic violence was acceptable and that this is an opportunity for the NFL to take a stance on the matter. I do however believe that the response from Covergirl was just okay it had an opportunity in my opinion to take a stronger stance and use it’s platform as a recognizable brand to reach those 80 million women football fans that they talked about. For example I think that Covergirl could have created an ad to be aired during football games and across all of their social media platforms bringing more attention to the subject. I think that the ad could have shown some faces of domestic violence with Covergirl make up on and have a line saying something like unlike the beauty of these faces what they had to live was extremely ugly and Covergirl is committed to making domestic violence a top priority for the company. Then have the domestic abuse hotline number attached to the ad. I know that being a partner with the NFL is a big deal because of it’s reach. So it makes good business sense to keep your partnership as long as the deal is mutually benefitial to the company. I am sure that the NFL will not forget Covergirl’s loyalty and if handled correctly the public will remember that Covergirl stood with the NFL but also to a stance for what was right. In time people tend to forget but if you make them remember something good it will last you a lifetime.

http://www.washingtonpost.com/news/the-intersect/wp/2014/09/16/covergirl-says-its-not-dropping-its-controversial-nfl-sponsorship-even-in-the-face-of-scathing-memes/