Ryan Braun 'not tainted goods forever' in product endorsements

Ryan Braun’s name as an All-Star product endorser became mud in 2013, but can the Milwaukee Brewers outfielder ever regain his spokesman status?

Some corporate sponsors dropped Braun when media coverage first arose that he was being investigated by Major League Baseball. His remaining sponsors dumped Braun in July 2013 when he was suspended for violating MLB’s drug prevention and treatment program.

Among the endorsements Braun lost were Kwik Trip, AirTran Airways, Nike and Muscle Milk. He also appeared in Associated Bank promotions and had his name on three restaurants with SURG Restaurant Group.

Braun, through a Brewers spokesman, declined to comment.

Braun’s efforts to resurrect his star status with Brewers fans, and possibly with advertisers, is a major focus of my coverage Friday in the Milwaukee Business Journal’s print edition. The package looks at the Milwaukee Brewers organization’s business challenges entering the 2014 season.

Somewhat surprisingly, Braun already has two deals for the upcoming season: Franklin Sports Inc. and its “Natural II” batting gloves and 3N2’s baseball and softball footwear and apparel.

3N2 president Marty Graham told me his company never could have afforded to hire Braun before his suspension, but jumped at the opportunity after Nike dropped him.

“Let’s face it — he’s made mistakes,” Graham said. “Obviously we’re working toward the future. We understand a lot of trust needs to be re-earned by Ryan.”

Franklin Sports executives are working with Braun because they view him as one of the best hitters in baseball, said Adam Franklin, director of e-commerce and marketing.

Ryan Braun’s name as an All-Star product endorser became mud in 2013, but can the Milwaukee Brewers outfielder ever regain his spokesman status?

Some corporate sponsors dropped Braun when media coverage first arose that he was being investigated by Major League Baseball. His remaining sponsors dumped Braun in July 2013 when he was suspended for violating MLB’s drug prevention and treatment program.

Among the endorsements Braun lost were Kwik Trip, AirTran Airways, Nike and Muscle Milk. He also appeared in Associated Bank promotions and had his name on three restaurants with SURG Restaurant Group.

Braun, through a Brewers spokesman, declined to comment.

Braun’s efforts to resurrect his star status with Brewers fans, and possibly with advertisers, is a major focus of my coverage Friday in the Milwaukee Business Journal’s print edition. The package looks at the Milwaukee Brewers organization’s business challenges entering the 2014 season.

Somewhat surprisingly, Braun already has two deals for the upcoming season: Franklin Sports Inc. and its “Natural II” batting gloves and 3N2’s baseball and softball footwear and apparel.

3N2 president Marty Graham told me his company never could have afforded to hire Braun before his suspension, but jumped at the opportunity after Nike dropped him.

“Let’s face it — he’s made mistakes,” Graham said. “Obviously we’re working toward the future. We understand a lot of trust needs to be re-earned by Ryan.”
Franklin Sports executives are working with Braun because they view him as one of the best hitters in baseball, said Adam Franklin, director of e-commerce and marketing.

“Everyone deserves a second chance and while we do not condone what happened, we believe that Ryan will be a valuable asset to the Brewers this season,” Franklin said.

Braun will need to start small with underdog brands like 3N2 as he attempts to rebuild his cache, said Dany Berghoff, vice president of sponsorships at the Paley Center for Media in New York City and an expert on athlete endorsement deals.

The key will be for Braun to perform well on the field and stay clean in his drug tests, Berghoff said.

“It’s going to take a real sustained effort by him,” Berghoff said. “I don’t think he’s tainted goods forever.”


(bizjournals.com)