Mastercard, an American global payments and technology company has decided to suspend an advertising campaign that had Brazilian football player Neymar Jr as the leading star, ahead of the Copa América tournament in his homeland, until the case of an alleged rape that has been brought against the player has been resolved.
“We have a series of marketing campaigns planned to be linked together during the Copa América but we have made the decision to suspend all of them, including Neymar as our brand ambassador, until the issue is resolved,” Mastercard said in a press release. Ambassador Neymar does feature in this message on the company’s Twitter feed.
Other brands that sponsor Neymar have already shown concern about the player’s situation. Sportswear company Nike said they were “deeply worried” and Redbull also issued a statement saying that they were uncomfortable with the situation.
On Thursday, a video was released showing what appeared to be hidden footage of Neymar and his accuser on the bed of a hotel room, ending in a physical disagreement.
Neymar is not just one of the world’s very best footballers, but earning more revenues from advert for more than two dozens of the world’s biggest companies.
The PSG superstar is one of the most marketable sports stars in the world – earning around £14m a year from his sponsors
Companies around the world know how important footballer endorsements are to bringing them customers.
After the 2018 FIFA World Cup, Mastercard extended its contract with Neymar Jr. Further tightening the bonds of a successful partnership, Mastercard and Neymar Jr. extended their contract after the World Cup. From now on, the athlete, who represented the brand in South America, Latin America, Central and Caribbean, will have its contract expanded globally.
The story between Mastercard and Neymar Jr. began in December 2015. Some of the campaigns carried out were “Surprises Have No Price” and “Go To The UEFA Finals With The Mastercard”. Recently, the campaign’s “Goals That Change Lives”, “Start What Has No Price” gathered Neymar Jr. and Leo Messi to start the social movement.
But the rape allegation involving the Brazilian star could further crash more endorsement deals and global brands will not condole any bad image that will affect their brands negatively.
Anthony Nlebem
