Thierry Henry brand undamaged, say sports PR experts

Thierry Henry brand 'not irreversibly damaged', say sports PR experts

Gemma O'Reilly, prweek.com, 20 November 2009, 08:58am

Sports PR experts believe the Thierry Henry brand will not be affected, despite a growing backlash against his handball which destroyed the Republic of Ireland's World Cup hopes earlier this week.

Under fire: Thierry Henry

The Irish Prime Minister Brian Cowen waded into the row yesterday to support the Football Association of Ireland's appeal for a replay of Ireland's World Cup play-off against France.

Today's papers have reported that the French football authorities have defied calls to replay the controversial match.

However, despite the negative press, Synergy Sponsorship director of comms Stephanie Branston said: ‘The Thierry Henry brand is not irreversibly damaged. His value to sponsors will not suffer in the long-term although I would not envisage too many Irish companies beating down the door of Henry's agent this week offering brand endorsements.'

She added: ‘As a role model to millions and a footballer who was widely perceived to demonstrate true sporting values, his biggest crime was missing the opportunity to right a wrong and show genuine sportsmanship on the pitch immediately after the incident. His reputation may forever be tarnished on public record by that decision but his commercial value, as one of the most dazzling players of his generation, will hold firm.'

The sports pages of the national papers have all led with the story for a second day running. The Guardian also featured the story on the front page with the headline: ‘Hands-on Henry becomes public enemy numéro un.'

Threepipe co-founder Eddie May concurred with Branston and said: ‘Thierry Henry has had a reputation of being one of the most sporting players. He has a good reputation in England as a fair player and a nice guy. His image and brand will not be affected in the long-term. He doesn't play in England now and it will quickly be forgotten.'

Gillette has vowed to stand by its sponsorship of the star following the controversy. Brand communications manager of Procter & Gamble grooming James Nunn told PRWeek: ‘We are distanced from what happens on the pitch. We are not in a position to comment on refereeing decisions and they allowed the goal to stand.'

UPDATE: Reebok has also confirmed to PRWeek that it will be sticking by the footballer. Reebok vice president global sports marketing Todd Krinsky said: 'Reebok has a successful, long standing sponsorship of Thierry Henry and we continue to support him.'

All Comments

Alastair MacDonald - 20 November 2009

"To hand-ball once is unfortunate. To hand-ball twice could be considered careless."

Of course, Henry's brand is damaged. When anyone - corporate or individual - betrays their core values, how can it be otherwise? We have probably only seen the start of this backlash campaign. It will run and run and I can't wait to see the viral responses! \(Guinness - where are you?) The one person who will be pleased, of course is Maradona, as this could challenge his top spot in the all-time top 10 of footballing cheats. As for Henry, SA2010 will probably be his swansong in any case, so he has arguably reached his peak commercial potential.

Danny Rogers - 20 November 2009

The influential Henry Winter in the Telegraph today, is \(almost) calling for Henry to be banned from the World Cup. That really would damage his brand.

The other brand whose reputation is in jeopardy is Fifa's. They had to take a stand on cheating, otherwise why do they exist?! \(other than to bolster fat Swiss bank accounts)

Ed Callow - 20 November 2009

Does this incident not tie-in somewhat to his 'cheeky' credentials? I think there's an element here of "Come on, we all handball once in a while, don't we?"

Whilst we can theorise all day on potential brand damage, I can't imagine this is going to impact on sales for sponsors in any demonstrable way. Are people suddenly going to switch to Wilkinson Sword or King of Shaves in outrage?! I doubt it.

And to be fair to Henry, he's so used to kicking that Mach 3 razor around a supermarket floor, then handling it for a quick shave, he probably just forgot he was on a football pitch for a minute...

Peter Jacob - 20 November 2009

I think we should campaign for the 1986 quarter final between England and Argentina to be replayed. Maradona's handball was no less obvious. If nothing else it would be interesting to see what 20 odd years has done to the starting 11s from each side!

Eddie May - 20 November 2009

With respect to Henry Winter, that's a totally unworkable suggestion. Of course it was a blatant handball and of course in an ideal world he should have owned up on the spot, but how many players would realistically do that. In any game of football there are lots of examples of "cheating" - it's just that some are more blatant and have more obvious impact than others. It may be time for FIFA to bring in video replays for high profile games, but to start replaying games and banning players because the referee missed something is never going to work and would end it total chaos!

Alastair MacDonald - 20 November 2009

Now it all falls into place. Just take a look at this recent PRWeek piece to see Henry's influences:

http://www.prweek.com/uk/news/943120/Freud-Communications-promotes-Pepsi-anti-obesity-campaign-featuring-top-footballers/

At least, he is honest about one thing!!

Ed Callow - 20 November 2009

@Alastair - that is absolutely brilliant. What a find...

John Hedges - 20 November 2009

Thierry Henry's actions have undoubtedly \(and regrettably) tarnished the reputation of an international sportsperson who was universally admired till now \(including by us here in Ireland).

Sales for Gillette et al won't suffer but surely Henry's profile is now limited to areas where his new-found notoriety is reflected in a nod-nod-wink-wink role.

Maybe he could take over from Gary Lineker with Walker's Crisps.

Nicholas Rennie - 20 November 2009

I don't believe Thierry Henry's brand will be damaged by all of this. He has at least admitted the handball and is now calling for the match to be replayed.

The sport as a whole has scored a massive PR own goal by failing to agree to play the game again. Football could have brightened its image at a time when other sports have been lampooned following high profile incidents of cheating - the rugby player faking injury, the Formula One driver deliberately crashing his car and the athlete taking performance-enhancing drugs. I've written a blog about this. Check it out at http://handballcontroversy.blogspot.com/2009/11/pr-disaster-for-worlds-most-popular.html?spref=tw

Stephanie Branston - 20 November 2009

This debate continues to gather impressive momentum. And Peter, for the record, I think replaying the 1986 game is a corker of an idea.

But back to Thierry Henry, as I say at greater length on Synergy's blog \(http://www.synergy-sponsorship.com/blog/20091120/thierry-henry-national-hero-or-cheating-villain) and as quoted in this original PR Week article, I really don't believe this is the end for Thierry Henry. Let's retain some perspective here. Public fury in certain parts may be mounting and of course his image has taken a battering but he can recover.

The incident is a far wider indictment of the sport and what is at stake nowadays \(in this case, national pride and a place in The World Cup); cheating is nothing new in sport unfortunately.

Peter Hehir - 20 November 2009

The man from Gillette is being disengenuous. To claim that what Henry does on the pitch is irrelevant is to fundementally misunderstand celebrity endorsement, or, more likely to dodge the issue. Henry is in their ads because of what he does on the pitch. He has demonstrated appalling sportsmanship and most people who care about such things will think badly of him. They won't forget. But the real issue is that most people will shrug and put it down to modern values. So, in the end, Gillette will not suffer any sales losses and will claim to have got it right. To some though, they will have got it wrong.

Peter Hehir

sean Gogarty - 21 November 2009

What I find so unforgivable about Henry actions is that immediately the ball went into the net, he Henry ran across the field celebrating the goal, and is was only when he discovered that the cameras had seen his cheating that the effect of what he had done began to trouble him.Would he have owned up to his cheating if the cameras had missed the double handling?No doubt he will still be the captain of the French team at their next match.FIFA make great talk about “Fair Play” and all they do about it is talk.And will Henry sponsors continue to support him? One of them, Gillette already has said it will make no different, and they will continue to use him.Firms like Gillette will discover in time that the public have long memories and will not forget the cheating and every time they see Henry face on the Gillette ads they will remember and some of the cheating will rub off on Gillette.

Alastair MacDonald - 02 December 2009

So now that Tiger has made Thierry look like Joan of Arc, I wonder what the man from Gillette will say now. Or is their celebrity sponsorship philosophy like baseball: it has to be three strikes before you're out?!