It’s not just charitable causes that win in major public announcements. At the root of engagement, donors are growing in popularity, for better…and for worse.
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• Read also: PK Subban hasn’t fulfilled his pledge to raise $10 million for sick children
According to renowned professor in the marketing department at UQAM, André Richelieu, every action is worth its weight in gold. However, you have to keep your promise.
“Today, sport has unfortunately essentially become a lever to generate excessive money, explains the sports marketing expert. We are in a logic of “financialization” of sport. Athletes seek to strengthen their brand image and monetize it. »
It should be remembered that upon his arrival with the Canadiens in 2010, Subban had begun to develop his brand. He also recounted it again recently in an interview with Yahoo Sports.
Athletes and personalities who give massively enter the imagination of the population. This $10 million gift from Subban is among his greatest accomplishments. His social commitment had also earned him the frontispiece page of the magazine Global Heroes in February 2021.
Having won hearts, fans have continued to applaud him since that day in September 2015 when he held a whopping $10 million check for children. And the ex-Canadian defender uses it to enhance his image. He talks about it cheerfully when questioned on the subject.
He was talking about it as if it were given until he rectified the facts in a press release yesterday, following questions from our Investigation Office for about ten days.
A strong brand
“This donation is about the impact I can have,” he replied to a colleague from the QMI Agency when questioning him about this commitment two days before his recent tribute at the Bell Center.
“I couldn’t say no, he added without denying the amount given. I often tell people that in my life, I don’t have bad days. That’s what makes me really, really happy. I can look in the mirror thinking that I can help people instead of myself. »
However, seven years later, Subban’s public image continues to benefit from this support for the Montreal Children’s Hospital Foundation.
“A strong brand generates more sponsorships and revenue. Athletes who get involved in the community strengthen their image. They project a sympathetic, friendly and warm image. It’s positive,” explains Thomas KB Koo, professor and doctor of marketing from Université Laval’s faculty of administration.
“A partnership is beneficial in both directions, both for the athlete and the cause he supports,” he continues. In the case of Mr. Subban, it is quite possible that he has reinforced his brand image and that it brings him a monetary value. »
The backlash
However, without having entirely kept its promise in the long term, marketing experts believe that this commitment could tarnish its image.
“People get attached to brands, which is a double-edged sword. The bond can be as strong as the deep wound, says Professor Koo. Those who believe strongly in PK Subban and his involvement with the hospital may feel betrayed. In this case, they would be disappointed and much less indulgent towards the image of this “brand”. »
“A brand is a promise,” adds Professor Richelieu. Failure to meet commitments of a pecuniary nature can contribute to tarnishing it and negatively affect the athlete’s reputation. »