This week, American's celebrated the 4th of July, also known as Independence Day. It's the commemoration of our country's independence from the British Empire. As my family spent the day together, I reflected on an experience I had during Father's Day (June 17) of this year, and I felt compelled to write about it today.
My family went to see a baseball game between my beloved Detroit Tigers and the Chicago White Sox. We drove to a train station and took the Metra train to right outside the ballpark in South Side Chicago. During the game, the announcer called everyone's attention to the gigantic video billboard, which had the Budweiser logo on it, slightly different than the image at the top of this article.
The announcer stated that Budweiser and the Chicago White Sox were proud to present the Hero of the Game. The announcer then read over the details of a brave veteran's past in the military and his accomplishments as I and others stood and clapped.
Afterwards, I felt sick. Let me explain why.
There are few things I respect as much as someone willing to protect the freedom that I enjoy on a daily basis. I don't have the bravery of the men and women that serve in the military and I will forever be thankful for what they have given for myself and others.
As a writer and marketer, there are many things in my line of work I find to be perfectly acceptable, and others that I believe are in bad taste. This was the latter.
What's Wrong with a Sponsored "Hero of the Game?"
The Chicago White Sox and Budweiser are businesses. They both have different ways that they earn revenue throughout each year. While Budweiser sells beer, the White Sox sell an experience, tickets, merchandise, and a lot of sponsorships. For example, the White Sox earn around $2M each year for the naming rights to their stadium (Guaranteed Rate Field). Each sponsorship opportunity is a part of their inventory, which they attempt to sell each year, just like Budweiser has a certain amount of beer on hand to sell.
Instead of taking the opportunity to honor service members by showcasing a hero on the field who served in the military, the Chicago White Sox decided to sell it. They sold the naming rights to Budweiser, meaning each game that someone steps on the field and is acknowledged for risking their lives in combat, the Chicago White Sox make money from them.
If teams want to honor veterans, they should absolutely do it. But I don't agree with turning a chance to celebrate a hero into profit, and writing a check to associate your beer brand with war veterans so you can sell more 6-packs.
What is your opinion? Is sports teams selling military tributes wrong? Please comment below.
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