How Crazy Will Corporate Endorsements Get?

Corporate endorsements are rampant in sports. Big companies buy naming rights to stadiums, contract top athletes for advertising, and stake their claim on everything from what an athlete wears to what broadcasters announce on air. My question is, just how far will this go?

 

Will Lebron James' chalk toss be sponsored by gold bond? Will Rafael Nadal trophy ceremonies be sponsored by Fixodent? Will John Daly's practice rounds at major golf tournaments be sponsored by Busch Light? Will Brandon Marshall's contract signing be sponsored by the Denver County Prosecutors Office? Will Miguel Tejada's baseball bat read "US Immigration Services?" Will Orajel take over the running of the Stanley Cup Playoffs? 

 

In a sporting world where advertising is finding new ways to appear on your television screen the possibilities are not only endless but scary. Small market professional sports teams are already pressed for money, but big market teams in big cities are making matters worse by spending immeasurable sums to try to win. As this aggregates down the road, things could get ugly in small market professional sports cities. 

Imagine the Orlando Magic wearing Mickey Mouse ears for home games to make some extra money. Perhaps the Seattle Mariners will turn to sipping on Frappucinos between innings in the dugout. I mean the Oregon Ducks are already test dummies for Nike. Does this mean the Arkansas Razorbacks will become test dummies for Walmart? Nothing would intimidate SEC foes more than 11 guys coming at you full speed wearing Faded Glory and Athletic Works apparel. Not to mention, when they go to the sidelines and snack on Great Value mixed nuts and RC Cola. 

There is no end in sight in this frenzied advertising atmosphere. So far it has had a marginal effect, but in the blink of an Acuvue contact lens, it can turn the sporting world upside down.