Can Fallen Athletes Actually Drive Sports Value?

This week we saw that Livestrong, the charity which Armstrong helped found that has raised millions for cancer awareness, take a public hit with the MLS’ Sporting Kansas City club, which removed its name from their Livestrong Park after a difference in opinion on the contractual deliverables with their sponsorship. Whether that is tied to the Armstrong news this week directly or not, it is still another blow in the public eye in the continued downward spiral of Armstrong, one which will continue when his interview with Oprah Winfrey airs on OWN Thursday night.

The issue of Livestrong and its positive halo effect on the lives of millions is also an interesting case study going forward. The charity has long distanced itself from Armstrong, but continually gets pulled back into the morass of innuendo and controversy because of its founder. All its good work can be sullied, even at a distance, by the attachment. “The Livestrong brand and what has happened due to the Armstrong case is a tragedy,” added Bryan Harris, COO and Managing Partner of Taylor, one of the leading brand strategy firms based in New York. “The work they have done and the monies raised should be celebrated every day, yet they are still tied by their history to Lance Armstrong. That type of attention doesn’t benefit them. It becomes a distraction and will give many people a chance to think twice before donating or associating now, whereas in the past they would have been the first place people went.”

Still with all the distractions and the gossip, sports business continues to be one of the fastest growing industries globally. While Armstrong and Teo soaked up headlines, the New York Cosmos announced plans to build a $400 million stadium on Long Island, despite playing in the second tier North American Soccer League, while record numbers tuned in to watch the NFL playoffs, massive crowds turned out for the Australian Open and the NBA took their place in London with the Knicks playing the Detroit Pistons. Brands will spend millions on The Super Bowl, the Daytona 500, The Premier League, and even niche sports like curling, all trying to capture the passionate fan base.

So does the controversy ultimately help, despite the damage? “It hopefully is not the real reason people tune in and it certainly isn’t the reason brands engage, but it certainly does keep sports figures top of mind for those who aren’t following.” Horne added. “The real hope is that people may come because of the issue and then see the passion and all the positives that are really the essence of sport, that’s the only way to try and find a positive spin in such craziness.” 

One thing is for sure though. Casual fans do love the fallen stars, and it seems now more than ever, those falls are harder and more frequent, whether they are on a velodrome, a race track or the gridiron. The games on and off the field continue.