Dive Brief:
- Nike Inc. has cut ties with Manny Pacquiao after the boxer called same-sex couples “worse than animals” while running for Senate in his native Philippines.
- Pacquiao’s current endorsement deal started in 2014 ahead of a much-publicized May 2015 title bout that cast him as the “good guy” against Floyd Mayweather Jr.
- Pacquiao apologized for his comments, but stood by his opposition to same-sex marriage.
Dive Insight:
Nike has apparently ended any endorsement deals involving boxer Manny Pacquiao for good after he made incendiary comments regarding same-sex relationships while running for Senate in the Philippines. The athletic apparel giant called Pacquiao’s comments—unfavorably comparing same-sex couples to animals—“abhorrent” in an e-mailed statement.
Nike first failed to renew Pacquiao’s endorsement at the end of 2012, after the boxer seemed to have invoked a Bible passage calling for gays to be put to death. Nike renewed the endorsement deal in 2014 ahead of a match with Floyd Mayweather, but the boxer’s performance in the bout—and as a result, sales of related apparel—were lackluster.
Celebrity endorsement deals can bring in a lot of money, but they can also go south fast when the star’s comments or behavior isn’t in keeping with the brand. Nike has been burned in the past by endorsement deals with cycling star Lance Armstrong and golfer Tiger Woods, although it still maintains a lucrative endorsement deal with the latter.
