Recently, Paddy Power launched an initiative that gave Liverpool fans the opportunity to swap their Balotelli shirt with a new shirt featuring Fowler’s name at the back. Short term thinking, cheap shot, in other words, kindergarden marketing.
The whole thing started when Balotelli swapped his shirt with Pepe. What a crime! What an outrage! He should be put to jail! Okay, sarcasm aside, can someone tell me where the problem is?
Portugal was 4-0 down at the 2014 World Cup when Cristiano Ronaldo swapped his shirt with Khedira at half time. Did the Portuguese press throw a tantrum? Were Portugal fans so outraged that they insisted CR7 gave up his citizenship? No to both obviously.
“Sometimes the players change their shirt at half-time with the opponent,” said Carlo Ancelotti. “I don’t see a problem.”
Paddy Power said:
“You can understand why the Liverpool fans are getting shirty. The performances have been less Super Mario and more Luigi. The lack of goals wouldn’t be quite as frustrating if he made more of an effort. We stepped in as it seems only fair that if Balotelli doesn’t want his shirt, fans shouldn’t have to keep on going round with his name on their backs.”
When Paddy Power is using this isolated fact to launch a marketing cheap shot at the Italian, it is demagogic, idiotic and risky at best.
In football where everything goes so fast, if Balotelli scored 3 goals against Real Madrid on November 4, would Paddy Power re-swap the swapped Balotelli shirt?
When marketing is used for cheap shots with a very short sighted angle, it becomes kindergarden marketing and a 2 year old can pull it off.