Media Monster

Should BP Be Dropped As A Sponsor For The London Olympics?

As environmentalists continue to grapple with the aftermath of the April 20 oil spill in the Gulf, some are calling for BP’s CEO Tony Hayward to be fired. While that’s a decision for the company’s board to render, others are organizing protests to draw attention and induce pressure on the oil company’s mistakes and inefficiency. For sports fans, there’s now legitimate concern about BP’s multimillion-dollar sponsorship deal for the Olympics. There’s no telling what the impact of such a partnership would have on the London games, but with the company’s growing infamy, it’s definitely not an association the USOC can be happy to tout.

Some agents are worrying that the BP sponsorship will leave a stain on the Games, even two years in advance. Agent Evan Morgenstein told the Associated Press:

“It’s about the brand. They (in the Olympic movement) talk about branding all the time and the value of the rings. If they’re not starting to get the feeling that the rings are covered in oil, then they should wait a while and do nothing. Then, trust me, the rings will be soaked in oil.”

It doesn’t appear thus far that the USOC will drop BP from its list of sponsors, if not only because it could be tough to find another company this late to replace the millions that BP has committed. But if BP’s situation grows worse before it gets better, there could be significant backlash from athletes who worry about their own images because of the Games’ corporate connection. Similar concerns this week led the Brevard County Manatees of the Florida State League to change the name of batting practice to “hitting rehearsal” to avoid any utterances of the shorthand “BP” while oil was washing up on Florida’s beaches. It was no doubt a publicity stunt, but still a move that demonstrated how hard people are working to distance themselves from those perceived as villainous.

Protests like these don’t always take off, though. In a Los Angeles Times editorial last week, Paul B. Stares suggests a way for the world to denounce and punish North Korea for killing 46 people in an unprovoked sinking of a South Korean warship: Protest the country during the World Cup.

Although FIFA prohibits players from using their “compulsory equipment” for political or religious statements, discretionary items are not covered. Thus teams or individual players could wear black armbands or wristbands, perhaps emblazoned with the number 46, to signify solidarity with the bereaved.

Shaming the country during its most watched moment, Stares says, will lead Kim Jong Il to reconsider future acts of aggression. The main problem with organizing such a protest is that it would require athletes from several other countries to unite in opposition to North Korea, a difficult task for even FIFA to undertake. Without the soccer organization behind the rallying cry – and television networks to join the protests by agreeing to discuss the armbands on air – it’s hard to foresee a movement like this one taking off.

Yet, in some cases, showings of support can make a difference. Just look back at how the Phoenix Suns transformed themselves into “Los Suns” for a playoff game last month in protest of Arizona’s controversial immigration law. Dan Bickley said in the Arizona Republic at the time that “this decision will help soften the national image of Arizona, countering all the body shots we’ve received from pundits, politicians and late-night comics.” It earned the Suns credit from opponents of the law, even non-sports fans who recognized the extraordinary impact that the protest produces for efforts to repeal the law. These forms of protest may not lead to immediate changes in laws and policy, but they clearly generate enough publicity to get the conversation stirring.

In the case of BP, the USOC has to walk a careful line not to alienate its audience and athletes while holding onto its huge BP investment. The committee would still benefit from looking into ways to minimize the company’s influence and interests in the Games, at least for the time being. If the spill can get turned off in the coming weeks, BP will then turn to rehabbing its image around the world. Who knows, maybe the company’s investment in the Olympics could prove to be a part of its restoration plan to put the worst behind them.

A lot can change between now and the start of the London 2012 Games. What’s evident though is that in this case money is a driving force that will ultimately overpower all voices of disapproval or opposition.