Connect with us

Published

4 years ago

on

7:00 AM ET

As well as the football being played, you may have noticed that Euro 2020 is also host to a secondary, but nonetheless entertaining tactical contest in the media room.

It began a few days ago when Cristiano Ronaldo took umbrage at sharing his news conference with two bottles of Coca-Cola. The Portugal captain removed the soft drinks from the desk in front of him and replaced them with a bottle of water.

He may have publicly slighted one of Euro 2020’s main corporate sponsors, but Ronaldo’s act of defiance soon inspired a group of copycats.

France‘s Paul Pogba upset another tournament benefactor by removing a bottle of Heineken that had been placed in front of him.

play

0:20

Paul Pogba mirrors Cristiano Ronaldo’s Coca-Cola snub by removing a Heineken bottle from his Euro 2020 press conference.

It’s thought that the midfielder may have removed the bottle due to his Muslim faith, unaware that it was actually a non-alcoholic version of the beer.

Andriy Yarmolenko was next up, with the Ukraine winger swapping bottles around while cheekily attempting to forge a few new sponsorship deals of his own.

On the back of his two-goal heroics against Switzerland the previous day, Italy midfielder Manuel Locatelli took a leaf directly out of Ronaldo’s book by exchanging Cokes for mineral water. Even Russia‘s head coach Stanislav Cherchesov had a little fun during his media conference by helping himself to a complimentary swig of Coke.

The ongoing “bottle battle” at Euro 2020 hasn’t done Coca-Cola many favours either, with a dramatic $4 billion fall in share price ensuing in the aftermath of Ronaldo’s high-profile snub.

It’s certainly not the first time a partnership deal has backfired, with football witnessing more than its fair share of corporate hiccups over the years. Here’s a few:

1. Chevrolet’s Man United and Liverpool mashup

Chevrolet made a hash of things in 2013 when they attempted to bring fans of Manchester United and Liverpool together in the name of brand unity.

The company had multi-million pound deals with both clubs at the time and thus created an advert that spliced together players from either side of the divide, all reciting a message about how special their respective teams are.

As you might expect, the advert was immediately denounced by both sets of rival fans, with Chevy forced to beat a rather hasty retreat to the drawing board.

2. The wrong Wonga logo for Newcastle

Newcastle United made a similar mess of their kit launch in 2015 when they somehow managed to unveil their latest shirt with the wrong brand logo on the front.

The problem stemmed from the fact that sponsors Wonga had rebranded mere hours before the kit was launched, leaving Newcastle with a shirt that was out-of-date right from the off.

3. Dulux paint Tottenham in a bad light

Tottenham were at their Spursy best when they broke news of a major new commercial development toward the tail end of the 2020-21 season.

Spurs revealed Dulux had become their official paint supplier only for the company to kick off their new partnership by openly mocking them on Twitter.

First Dulux began by sharing a meme of Spurs’ empty trophy room, then followed up by suggesting their famous dog mascot could do a better job in defense than any of the current back-four.

Unsurprisingly, a contrite apology followed soon thereafter as they tweeted: “We’re deeply sorry for the posts from Dulux this morning in response to the announcement of our relationship with @SpursOfficial .These do not reflect how proud we are to be the Official paint Supplier of the Club. We’re investigating what happened and apologise to all Spurs fans.”

4. Ansu Fati can’t drive yet

Barcelona starlet Ansu Fati made a stuttering start to his commercial endeavours after signing up to become an ambassador for Cupra, the Spanish motor company.

The deal saw Fati presented with his very own top-of-the-line sports car, with the only hitch being that the 18-year-old winger didn’t have a driving license after injury issues prevented him from taking his test.

5. A ‘Boiler Man’ mascot

West Brom fans were faced with a stark reminder of their plight after starting the 2018-19 season in the Championship following their relegation from the top flight the previous campaign.

As if to really ram it home, the Baggies introduced their new mascot to fans before the first game of the season — a man dressed as a boiler, named “Boiler Man.”

Colin the Combi (to give him his official name) received a vociferous reception at the Hawthorns, which was not very cordial.

6. Don’t bet on Antonio

West Ham forward Michail Antonio bore the brunt when the club’s shirt sponsors got ideas above their station back in 2016.

After losing against Chelsea, the Hammers’ partners at Betway decided to criticise Antonio’s performance, singling out the utility man as “an accident waiting to happen” on social media.

Betway formally apologised to Antonio after the game for their “inappropriate” comment but the tweet in question is still up on their official account.

7. Man United get tapped up

Manchester United command a vast, bulging portfolio of corporate affiliations all around the world, boasting everything from snack noodle partners to official club tractors.

However, it was United’s collaboration with Kohler that raised eyebrows in 2019 when the American plumbing supply company decided to pay homage on the anniversary of the 1999 treble in the only way they knew how.

As a historic mark of respect for one of United’s greatest-ever triumphs, Kohler released a special set of taps, engraved with various references to that balmy night in Barcelona against Bayern Munich.

Sales must have been through the roof, or down the sink — as the case may be.

8. Delays on the line

Preston North End marked their progression to the 2014-15 League One playoff final at Wembley by allowing Virgin Trains to sponsor their shirts.

Sadly, due to planned maintenance work on the line, Virgin were not able to operate any trains from Preston to London ahead of the game. This left thousands of North End fans having to traipse to the national stadium by coach to watch what was ironically dubbed “The Replacement Bus Final” by those in attendance.

Preston ended up beating Swindon 4-0 on the day to seal promotion in style, so at least it wasn’t a total wash-out.

9. Oh Lord…

When it comes to naming rights, one of the most amusing side effects of such a deal came at Burnley in 2015.

One of the stands at Turf Moor is named after the Clarets’ greatest-ever chairman, Bob Lord — a revered character who oversaw the most successful period in the club’s history, winning the First Division championship in 1960 and reaching the FA Cup final the year after.

However, a partnership with an unfortunately upbeat e-cigarette brand somewhat served to undermine the reverence with which Lord’s name is spoken around the place.

Lord was many things, but “Totally Wicked” almost definitely isn’t one of them.

10. Nicklas Bendtner’s pants

Denmark striker Nicklas Bendtner revealed a pair of bookmaker-branded underpants when he scored in a 3-2 defeat to Portugal at Euro 2012.

Bendtner, who got both goals as Denmark came from 2-0 down to level the match before conceding a late winner, revealed branding from Irish bookmaker Paddy Power during celebrations of the equaliser.

UEFA didn’t see the funny side and the 24-year-old Arsenal forward was banned for one match and fined €100,000.

“It is just a pair of lucky boxer shorts that I used in the first game as well and have used before the tournament,” he said, possibly with tongue firmly in cheek. “I didn’t know I was breaking any rules but I am aware of that now.”

11. The wrong drink can cost you…

Euro 2020 players, beware. Coca-Cola has history here. Ronaldinho once forfeited a huge sponsorship deal with the brand after he conducted his introductory unveiling news conference at Atletico Mineiro in 2012 from behind two cans of rival drink Pepsi.

Coke pulled the plug on a deal worth around $750,000-a-year after watching Ronaldinho sip a Pepsi (who sponsored Mineiro) in front of the watching world.

Coca-Cola said in a statement: “Coca-Cola recognises the career and value of Ronaldinho. However due to recent developments it has become impossible to continue the partnership.”

Marcelo Pontes, Coca-Cola marketing chief, told Brazilian newspaper O Estado de Sao Paulo: “The fact that the player has appeared with a can of Pepsi was the straw that broke the camel’s back. The sponsorship had become embarrassing.”

Related Topics:
Continue Reading

Sports

Follow live: Kings look to take 3-0 series lead vs. Oilers

Published

1 hour ago

on

April 26, 2025

By

null

Continue Reading

Sports

Hagel suspended for Game 3 due to hit on Barkov

Published

1 hour ago

on

April 26, 2025

By

Hagel suspended for Game 3 due to hit on Barkov

  • Greg WyshynskiApr 25, 2025, 10:30 PM ET

    Close

      Greg Wyshynski is ESPN’s senior NHL writer.

Tampa Bay Lightning winger Brandon Hagel was suspended one game by the NHL Department of Player Safety on Friday night for what it labeled “an extremely forceful body check to an unsuspecting opponent” that injured Florida Panthers captain Aleksander Barkov.

Hagel will miss Saturday’s Game 3 in Sunrise, Florida. The Panthers lead the series 2-0.

Around midway through the third period of Thursday’s Game 2, Tampa Bay was on the power play while trailing 1-0. Barkov pressured defenseman Ryan McDonagh deep in the Lightning zone. With the puck clearly past Barkov, Hagel lined him up for a huge hit that sent the Panthers captain to the ice and thumping off the end boards.

A penalty was whistled, and the officials conferred before calling a “five-minute penalty.” After review, Hagel was given a 5-minute major for interference. Barkov left the game with 10:09 remaining in regulation and did not return to the Panthers’ 2-0 win.

Lightning coach Jon Cooper said after the game that he didn’t expect Hagel to receive a major penalty for the hit.

“Refs make the call. I was a little surprised it was a five, but it was,” he said.

The NHL ruled that Hagel’s hit made “some head contact” on Barkov.

“It’s important to note that Barkov is never in possession of the puck on this play and is therefore not eligible to be checked in any manner,” the league said.

In the Friday hearing, held remotely, Hagel argued that he approached the play anticipating that Barkov would play the puck. But the Department of Player Safety said the onus was on Hagel to ensure that Barkov was eligible to be checked. It also determined that the hit had “sufficient force” for supplemental discipline.

It’s Hagel’s first suspension in 375 regular-season and 36 playoff games. He was fined for boarding Florida’s Eetu Luostarinen in May 2022.

The Panthers held an optional skate Friday. Coach Paul Maurice said Barkov “hasn’t been ruled out yet” but “hasn’t been cleared” for Game 3.

“He’s an irreplicable player,” Panthers defenseman Seth Jones said of Barkov. “One of the best centermen in the league. He’s super important to our team.”

The Lightning lose Hagel while they struggle to score in the series; they scored two goals in Game 1 and were shut out in Game 2. Tampa Bay was the highest-scoring team in the regular season (3.56), with Hagel contributing 35 goals and 55 assists in 82 games.

Continue Reading

Sports

Goalies Montembeault, Dobes leave Caps-Habs

Published

1 hour ago

on

April 26, 2025

By

Goalies Montembeault, Dobes leave Caps-Habs

  • Greg WyshynskiApr 25, 2025, 09:08 PM ET

    Close

      Greg Wyshynski is ESPN’s senior NHL writer.

The Washington Capitals and Montreal Canadiens lost their starting goalies because of injuries in Game 3 of their first-round series Friday night.

Canadiens starter Sam Montembeault was replaced by rookie Jakub Dobes, who made his playoff debut, in the second period. Capitals starter Logan Thompson left late in the third period after a collision with teammate Dylan Strome.

The Canadiens won 6-3 to cut their series deficit to 2-1.

Montembeault left the crease with 8:21 remaining in the second period and the score tied 2-2. Replays showed him reaching for the back of his left leg after making a save on Capitals defenseman Alex Alexeyev. Montembeault had stopped 11 of 13 shots. For the series, he stopped 58 of 63 shots (.921 save percentage) with a 2.49 goals-against average.

Dobes, 23, was 7-4-3 in 16 games for the Canadiens in the regular season with a .909 save percentage. Dobes had a win over the Capitals on Jan. 10, stopping 15 shots in a 3-2 overtime win.

Thompson was helped from the ice by a trainer and teammates after Strome collided with him with 6:37 left in regulation right after Canadiens forward Juraj Slafkovsky made it a 5-3 Montreal lead. Thompson attempted to skate off on his own but couldn’t put weight down on his left leg.

Backup goalie Charlie Lindgren replaced Thompson, who had been outstanding for the Capitals in the first two games of the series, winning both with a .951 save percentage and a 1.47 goals-against average. He made 30 saves on 35 shots in Game 3.

Continue Reading

Trending