Tampax: A suitable sponsor for female athletes?

Serena Williams' print ad with Tamax titled Serena Williams vs. Mother Nature. Photo credit: Brandweek.com

I continued to read Joe Favorito’s blog today and also saw his post about Tampax. I have such strong feelings on this subject that I just couldn’t resist sharing it with my readers.

Favorito’s post is titled Great Example of How Far Women’s Brands Have Come… For the Better… Serena Williams and Tampax. He told a simple story:

In 1997, as the WTA Tour was suffering finincially, and they were presented with a unique opportunity to have Tampax sponsor the tour.  At the time, Tampax was looking to “take the category out of the traditional area and attach itself to vibrant, global accessible female athletes who could grow with the brand.”

The deal never happened because the athletes and advisors feared “a feminine hygiene product as its title sponsor would cause tennis not to be taken seriously as a sports brand and would slow the growth of the sport into the mainstream.”

Today, however, 12 years later, the deal went through. Favorito says this change is remnicent of a new female athlete image, “Women’s athletes are powerful role models and health and well being for women and girls is much more prevalent an issue than ever before.”

While I do agree with what he said, Favorito forgot to acknowledge one thing: 12 years ago, WTA was in trouble. They had a lot at stake for their future and branding with a culturally-taboo product was a risk they couldn’t afford to take. Now, it seems from a financial perspective, they can afford to take the risk. Also, it seems the athletes themselves are more willing to “put themselves out there” when it comes to endoresements.  

Also, Favorito forgot to acknowledge Williams’ recent outburst in New York – one that likely cost her the U.S. Open win, as well as $10,000 fine for unsportsmanlike conduct.  While I’m pissed off that the media took off with her one outburst (when men have them every day), I certainly don’t condone such conduct and can understand how it cost her repuation, at least in the short term.

What’s REALLY interesting is the ad itself (click to see video) - it has a “take this ball and shove it” attitude. Interestingly  in line her outburst.  So is this specific advertisement really a “win” for female athletes? What’s really going on here?

Interested in hearing your thoughts…