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    Pouring Through a Crisis: How Budweiser Salvaged Its World Cup

    Taken by surprise by Qatar’s decision to ban beer at stadiums, the company remade its marketing strategy in real time.DOHA, Qatar — The theme at the luxury W hotel in central Doha is beer. Budweiser beer. The walls are festooned with Budweiser labels. “Budweiser” is painted in enormous script along the check-in desk. There’s a “Budweiser Player of the Match” corner, where armchair soccer stars can take selfies while hoisting a fake trophy against a Budweiser background. Bathed in red and white, the place has the feel of a giant beer can.Budweiser, which has been the official beer sponsor of the World Cup for the last 36 years, remade the hotel into what it called “a home away from home experience” in anticipation of the 2022 tournament. That was before the moment, two days before the opening match, when Qatar’s government threw Budweiser’s carefully crafted (and quite expensive) beer-selling plans into disarray by suddenly forbidding the sale of alcohol in or around the tournament stadiums during the event.The dismaying nature of the situation — the abrupt contravention of a plan years in the making, the 11th-hour dismantling of the elaborate Budweiser tents at the matches, the financial and related consequences for a longtime tournament sponsor, the public nature of it all — was aptly articulated at the time by Budweiser itself.“Well, this is awkward,” the company wrote in a tweet — which it then promptly deleted, both illustrating and compounding its point.But, like the ghostly tweet, preserved forever in screenshots marked with “lol”s, Budweiser remains a presence at the World Cup, albeit in a watered-down way.Certain fan zones were among the limited places where fans could buy alcoholic beers.Erin Schaff/The New York TimesWhile the stadiums have been scrubbed of regular beer, they are awash in stacks of alcohol-free Budweiser Zero. Ads for the drink play on a loop on stadium screens, and refrigerators full of it sit within arm’s reach at concession stands, right next to the Coca-Cola.But given the average fan’s attitude toward the usefulness of nonalcoholic beer as a sports-experience enhancer (“Why?” asked a fan at Lusail Stadium on a recent night, when asked if he had tried one yet), the available quantities would seem to reflect wishful thinking as much as responsible drinking.At Lusail, the signs next to the Budweiser Zero duly noted that “Budweiser is proud to serve its products in compliance with the local rules and regulations.”“Proud” is one way of putting it.“I’m just glad it wasn’t us,” said a representative for another FIFA sponsor, who spoke on condition that neither she nor her company be identified, saying that she did not want to publicly criticize the Qatari government. “Qatari regulations are very strict and top-down, and it’s hard when you feel that the regulations can change so abruptly.”A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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    BMW PGA Championship Brings Players From PGA Tour, DP World Tour and LIV Golf

    Players from the PGA Tour, DP World Tour and the upstart LIV Golf series will all be competing at this week’s BMW PGA Championship in England.All but a half dozen professional golf tournaments — out of hundreds of events held each year — rely on a marquee sponsor and dozens of other co-sponsors to pay millions of dollars for each event to happen.There are a few notable exceptions: the Masters, the United States Open, the P.G.A. Championship and the British Open.But even an event as prestigious as this week’s BMW PGA Championship at the Wentworth Club in Surrey, England — one of the top events on the DP World Tour — relies on the German carmaker plus another dozen sponsors, like Zoom, Rolex and Hilton, to fund the event, pay the players and have something left over for charity.There’s just one problem. The BMW PGA Championship will have more than a dozen players from the rival Saudi Arabia-backed LIV Golf series in the field, including fan favorites Ian Poulter and Lee Westwood and several players that could win the event like Kevin Na, Patrick Reed and Martin Kaymer.Unlike the PGA Tour, which has suspended members who have joined LIV and barred them from playing in PGA Tour events, the DP World Tour has a slightly different policy. Members who qualify for tournaments, like Wentworth, based on their world rankings or other criteria, are allowed, for now, to play in the event.Given the amount of money sponsors pledge to an event on the DP World Tour, the PGA Tour or any of the other tours around the world, they want something in return. Corporate perks and television coverage for sure, but they also want great players to create compelling drama. That’s what happened in the final round of the Tour Championship on the PGA Tour on Aug. 28, when Rory McIlroy beat his playing partner, Scottie Scheffler, by one stroke to win the FedEx Cup, the PGA Tour’s season-long points competition. (Southern Company, Coca-Cola and Accenture are sponsors of the Tour Championship, not to mention FedEx, who as a season-long sponsor of the PGA Tour contributes a large part of the $18 million first-prize check.)And having a winner from LIV Golf creates a difficult situation for sponsors and the DP World Tour itself, which is a strategic partner of the PGA Tour but has allowed LIV players to compete.Before the tournament even started, the LIV presence at Wentworth was criticized by top tour members like the U.S. Open champion Matt Fitzpatrick, who called the LIV presence “disappointing.” Billy Horschel, who won the BMW PGA Championship in 2021, said the LIV golfers shouldn’t be allowed to play on the DP World Tour at all: “They decided to go play on that tour and they should go play there.”Greenskeepers working on the 18th hole at Wentworth Golf Club on Sept. 6.Andrew Redington/Getty ImagesIts sponsor has remained neutral. “The focus of the BMW Group is to host a world-class event and provide a premium experience for players, fans and enthusiasts at all our sport engagements,” said Tim Holzmüller, a spokesman for BMW Group Sport Engagement.Great players bring in fans and television viewers at home. And a battle between a LIV golfer and a PGA or DP World Tour member would certainly juice ratings. But what happens afterward for sponsors would be hard to say.The traditional measure of a tournament is its “strength of field,” which is important to ensure sponsorship dollars are well spent. In layman’s terms, the term refers to the quality of the players committed to playing the event. And for sponsors, the bigger the stars the bigger the audience.The DP World Tour says its marquee event has a strong roster of players.“The field for this year’s event is projected to be significantly stronger than last year’s event,” said Steve Todd, deputy media communications director for the DP World Tour, noting that three top-10 players are in the field — McIlroy, Jon Rahm and Fitzpatrick. The last time that happened was in 2019 — the last BMW PGA Championship unaffected by the pandemic.Todd added that there were plenty of fan favorites to draw in viewers and satisfy sponsors.“The field also features defending champion Billy Horschel and a number of Ryder Cup players including Viktor Hovland, Shane Lowry, Tommy Fleetwood, Tyrrell Hatton, Justin Rose and Francesco Molinari, all of whom have strong records in the tournament and are particularly popular with the Wentworth crowds,” he said. “Also playing is [Ryder Cup] European captain Luke Donald, who won the event back-to-back in front of his home English fans in 2011 and 2012.”Westwood, a three-time winner of the DP World Tour’s Race to Dubai and a winner on the PGA Tour, is now a LIV golfer who is playing at Wentworth this week. He said he didn’t believe it made any difference who won.“Everyone playing at Wentworth has qualified to play by right,” he said in an interview. “It’s the strongest field at the BMW PGA Championship for years.”He added: “If a LIV golfer wins, then he’ll be the person that’s played the best and will fully deserve it. I don’t think the public in general are bothered what tour people play on. They just want to see the best players play great golf.”Andrew “Chubby” Chandler, a longtime agent for players on the DP World Tour, said the competing tours at Wentworth “adds a lot to the event both in star names and intrigue. I don’t see a problem if a LIV golfer wins at Wentworth. I think it possibly shows what might have happened if the [DP World Tour] could have accepted all the LIV golfers as full members when it was suggested four months ago.”The tournament also comes just weeks after the PGA Tour made significant changes on how it operates that may not align with what the DP World Tour is doing.For one, top players on the PGA Tour need to commit to 20 events, which could be challenging for European players. The Tour has also created so-called elevated events with greater prize money. Both are meant to get the top players competing against each other more often.Patrick Reed of the United States plays his second shot on the 1st hole at the Wentworth Golf Club during a practice round before the BMW PGA Championship.Warren Little/Getty ImagesMcIlroy said that sports fans want to see the best in the game when they tune in to watch, drawing a comparison to U.S. football fans wanting to see Tom Brady at quarterback if they’re watching a Tampa Bay Buccaneers game.Yet the up-and-coming players are being given a $500,000 draw against their PGA Tour earnings to help them compete. This goes for both U.S. players who have made it to the PGA Tour and international players who have qualified through the DP World Tour rankings. In other words, it’s helping to end the economic disadvantage that young players have in golf that they don’t in other professional sports.“It’s comparable to how other leagues approach their athlete compensation,” said the PGA Tour commissioner Jay Monahan at a news conference. “For rookies, coming out here and knowing that that’s payable on day one we think will help put those rookies in a better position to compete because they can invest in the infrastructure they need to succeed.”(Players who miss the cut also get a $5,000 stipend to help cover their expenses.)The PGA Tour’s August announcement also has given LIV players fodder to play both sides of the debate, since what it means for the tour’s partner, the DP World Tour, wasn’t mentioned.“The goal for the DP World Tour is finding a way to get the top Europeans that play on the PGA Tour to come back and play in Europe more often, not just the odd big one or two tournaments where they get appearance money,” Westwood said. “This is all going to be made harder by the new concept that Jay [Monahan] announced that is designed to guarantee 20 strong fields in the U.S. with not much thought given to the DP World Tour and other tours. It’s an odd decision considering the new ‘strategic alliance’ supposedly in place.”But a PGA Tour official who was not authorized to speak because of ongoing litigation involving LIV Golf said the strength of fields on the tour remains strong even without the players who have left.And that, at the end of the day, is what some observers believe companies want. “Sponsors,” Chandler said, “want the best fields at their events so BMW will be pleased.” More

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    Pretty in Any Color: Women in Basketball Make the Style Rules

    Angel Reese considers herself “a pink kind of girl.”Pink nails, pink hair tie, pink shoes, sometimes even “a little bit of pink in my lashes,” Reese said of the eyelash extensions she applies before basketball games. “Everything’s pink.”It’s all part of the pregame routine for Reese, who in May transferred to Louisiana State after a breakout season on Maryland’s women’s basketball team. Before Reese hits the court, she swipes on lip gloss and gels down her edges — her hairline — to prevent flyaways.“Grandma would always emphasize, ‘Don’t let anybody make your makeup sweat,’” Reese said.Reese’s devotion to her appearance for games expresses who she is as much as her playing style. Players in women’s basketball freely mix a traditionally feminine beauty standard with finishing touches that are popular in Black and Latina culture, like gelled edges. It’s a freedom that some say is an advancement in a sport whose athletes have historically been pressured to fit a mass-market ideal that has long benefited straight, white women. Reese is Black.But the introduction of name, image and likeness deals in college sports and an influx of marketing money in professional women’s basketball have added dollars-and-cents stakes to female players’ decisions to glam up. In interviews with a dozen college and professional players, women talked about how the decision on how to express themselves through their appearance has been changing.“I’ve never really felt the pressure until the N.I.L. thing started,” said Reese, whose endorsement deals include Xfinity, Amazon, Wingstop and a Washington, D.C.-area supermarket chain.Camille Lenain for The New York Times‘There is a pressure for me to look a certain way.’Stanford forward Cameron Brink usually applies concealer, eyebrow gel, mascara and maybe a little blush before she heads out for a game, but she scoffed at the idea of in-game touch-ups. “I look like this when I was playing, I’m going to live with it,” she said.Her shot-blocking was a key piece of Stanford’s run to the 2022 Final Four, where the team lost to Connecticut in front of 3.23 million TV viewers, a 19 percent increase over the previous season and a 49 percent bump from 2019, before the coronavirus pandemic. But there’s also a swelling fan base that follows Brink on social media. She posts makeup tutorials, which she loves because she views makeup as art. “It’s really relaxing to me,” she said. Brink has had deals with ThirdLove, Visible Mobile, the energy drink Celsius and Portland Gear.She acknowledged that her following — 203,000 on Instagram and 62,800 on TikTok — had built up at least in part “because I do play into that role of being feminine and dressing femininely.”“There is a pressure for me to look a certain way,” said Brink, who is white. “Sometimes it’s refreshing to go out and play sports and not worry about it.”Stanford’s Cameron Brink said that she felt some pressure to conform to traditionally feminine beauty standards but that her beauty routine was also something she enjoyed.Rikkí D. Wright for The New York TimesRikkí D. Wright for The New York TimesLast year, the N.C.A.A. changed its rules to allow college athletes to profit from their names, images and likenesses in marketing deals. Women’s college basketball players quickly began out-earning athletes in every other sport besides football, according to the marketing company Opendorse. Connecticut’s Paige Bueckers, who is white, signed with Gatorade for an estimated $1 million.Blake Lawrence, a co-founder of Opendorse, said female college basketball players had outshined their male counterparts in the N.I.L. marketplace in part because of how they distinguish themselves through their appearance.“They’re willing to create content; they’re willing to create a character that you want to follow and cheer for while on the court, while on the track, while on the grass,” Lawrence said. “That may be through hairstyle changes; that may be through makeup changes; that may be through the accessories that you bring to the field.”But with that can come tremendous pressure to fit traditional notions of attractiveness, adding another layer of competition to college basketball.“Comparing yourself to other people — oh, this girl is really pretty; oh, she looks really pretty — it’s hard,” Oklahoma guard Kelbie Washington said.Washington enjoys spraying on perfume as part of her pregame routine (Jimmy Choo is her favorite), and she pays for eyelash extensions, which can cost more than $130 a set.“Everyone is human,” she said of the urge to compare herself with others. “Everyone has those emotions, whether they say it out loud or not.”‘Women have to be so much more marketable than men.’TV ratings for college and W.N.B.A. games are rising, and the profiles of the players — among the most vocal and visible social justice activists in sports — are exploding.Within that explosion, Victoria Jackson, a sports historian at Arizona State, sees the players driving a generational shift, a reframing of norms. “Athletes themselves are pushing back against historical ideas of what it means to be a female athlete and what’s acceptable to be performed as a female athlete,” Jackson said, adding that the W.N.B.A. is “a good example” of that.Nefertiti A. Walker, an associate professor in sports management at the University of Massachusetts Amherst and a former college basketball player, said players didn’t necessarily feel as if they had to fit the usual standards.“What you’re seeing is certainly athletes now who, because of the changes we’ve seen in college sport — they all have pride nights, there’s gay marriage now — all these changes that have happened in their lifetime that signal it might be OK to perform their gender in a different way,” she said.That may be true on the court, but a recent swimsuit edition of Sports Illustrated suggested a narrower view of sex appeal, which can be an important factor in marketing. The magazine included five W.N.B.A. players in bikinis and one-piece swimsuits with cutouts.Courtney Williams, an All-Star guard on the Connecticut Sun, said on Twitter that the shoot would have been better if it had included a player in a sports bra and baggy shorts. “There’s more than one way to look sexy, and I hope in the future we can tap into that,” she said.Gabriella Angotti-Jones for The New York TimesCamille Lenain for The New York TimesRikkí D Wright for The New York TimesGabriella Angotti-Jones for The New York TimesJonquel Jones was the W.N.B.A.’s most valuable player in 2021. “If u don’t fit into the normal stereotype of what feminine is or what it ‘should be’ you lose opportunities,” Jones said in an August 2020 Twitter post. “Women have to be so much more marketable than men.”W.N.B.A. players, with a maximum base salary of about $230,000, earn far less than their millionaire counterparts in the N.B.A., making marketing dollars even more important. The W.N.B.A. has a pool of $1 million that it must spend on marketing deals for players, and each team has to spend between $50,000 and $100,000 per year on player marketing deals. Any unspent amount carries over to the next season on top of the minimum.The league said it selects players to participate in marketing efforts based on a variety of factors: on-court performance, an established personal brand with an active fan base, and the willingness to travel and participate in league events.“Ideas about bodies play out most explicitly on the bodies of athletes — harmful ideas and also positive ideas,” Jackson said. “That’s another way in which this can be a space of conflict and a space of harm, too, depending on the way those ideas are packaged and sold.”‘They have no idea about what a Black woman goes through, let alone an athlete.’Tiffany Mitchell likes to feel the swing of her ponytail as she runs the court.Mitchell, who is Black, has often worn her hair in long, braided styles past her waist since she starred at South Carolina from 2012 to 2016. This kind of protective hairstyling allows her to go longer between restyling and can prevent breakage during the grind of the season with the W.N.B.A.’s Indiana Fever.Those swinging braids became an issue during the W.N.B.A. off-season in December, when she was competing with the Melbourne Boomers, a professional women’s team in Australia. Basketball Australia, the sport’s governing body, said the league’s players had to tie their hair back or up, mistakenly attributing the policy to a FIBA rule that was no longer in effect. Mitchell, one of just three Black players on the Boomers’ roster, felt targeted, since she had never had to change her hair for other international competitions. Basketball Australia later apologized and rescinded what it called a “discriminatory” policy.“They have no idea about what a Black woman goes through, let alone an athlete,” Mitchell said. “So I think that me bringing it to their attention called out the ignorance because there have been players in this league that have had braids before me, and it was never an issue.”Tiffany Mitchell loves playing basketball while wearing long braids. But that became an issue when she was competing in Australia.Gabriella Angotti-Jones for The New York Times‘When I look good, I feel good, I play good.’As early as fifth grade, Deja Kelly’s mother encouraged her to create a signature hairstyle.“She would call it a ‘D-I do’: If you want to go D-I, you have to look like you play D-I,” Kelly said.She adopted a slicked-back ponytail or a bun as her preferred hairstyles. Her glam routine now — eyelash extensions, a tight bun and detailed edges — “has never affected my performance” as the University of North Carolina at Chapel Hill’s leading scorer last season. Kelly has had endorsement deals with Dunkin’, Beats by Dre, Forever 21 and the sports drink Barcode, among others.“For me, when I look good, I feel good, I play good,” Kelly said. “That’s something I always prided myself in.”Walker, the sports management professor, said her studies on women’s sports pointed to a trend: Women in basketball are showcasing greater agency and self-determination by glamming.Video by Gabriella Angotti-JonesDiJonai Carrington of the W.N.B.A.’s Connecticut Sun said she felt that she played better after she had gone through her glam routine.Gabriella Angotti-Jones for The New York TimesGabriella Angotti-Jones for The New York Times“A lot of women’s basketball players feel free to express themselves, to perform in a way aesthetically that accomplishes whatever they want to accomplish,” Walker said. “Sometimes we underestimate how business savvy they are, particularly in this day and age.”Connecticut Sun guard DiJonai Carrington has had an endorsement deal with Savage X Fenty, Rihanna’s lingerie brand. She makes sure she has on her 20-millimeter mink eyelash extensions before every game. Her nails, typically coated with some sort of bright polish, are usually done with acrylic extensions. She’s grown so accustomed to applying gel to her hairline that it takes her only about 30 seconds.“I feel like I play better. I don’t know if I do or I don’t, but I just feel like I do,” Carrington said. “And I never have wanted to compromise one thing or another, whether that’s being a hooper and being a dog on the court and still being able to look a certain way.” More

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    Naomi Osaka Starts a Media Company, With Help From LeBron James

    The tennis star, who has struggled on the court of late, is behind an entertainment company called Hana Kuma in partnership with Mr. James’s fast-growing SpringHill.She is a four-time Grand Slam singles champion who ranks as the world’s highest-paid female athlete, having earned $57 million in 2021, mostly from sponsorships. Walmart recently began to stock products from her skin care company, Kinlò, in nearly 3,000 locations. Last month, she started a sports representation agency.And now Naomi Osaka is pushing into Hollywood — with an assist from LeBron James.Ms. Osaka, 24, has started a media company called Hana Kuma in partnership with SpringHill, a fast-growing entertainment, marketing and products company co-founded by Mr. James. Ms. Osaka said in a brief Zoom interview that her ambitions for Hana Kuma, which stands for “flower bear” in Japanese, include scripted and unscripted television series, documentaries, anime and branded content, which is entertainment programming that has embedded or integrated advertising.“I honestly can’t say if I’ll personally be in anything right now,” Ms. Osaka said. “What excites me is being able to inspire people and tell new stories, particularly ones that I would have wanted to see when I was a kid. I always wanted to kind of see someone like me.” Ms. Osaka is of Japanese and Haitian ancestry.Fans should expect Ms. Osaka’s advocacy to underpin at least some of Hana Kuma’s offerings, most of which are still in development. Ms. Osaka has been outspoken on topics that many elite sports stars try to avoid. She was an early supporter of the Black Lives Matter movement. Last year, she started a global discussion about mental health in sports when she withdrew from the French Open, citing a need to make her own well-being a priority. She also disclosed past struggles with depression and anxiety.Ms. Osaka’s candor has resonated with an audience far beyond sports — young people in particular — making her a sponsorship dream even though she has recently struggled on the tennis court. (She lost in the first round of the French Open last month. She said in a social media post on Saturday that she would not play at Wimbledon this summer because of an Achilles’ injury.)One project in development involves cooking and the Haitian community. “I watch a lot of food-related shows, cooking competitions, because I like to cook,” Ms. Osaka said with a laugh. The first project with Hana Kuma credits will be a New York Times Op-Doc about Patsy Mink, the first woman of color elected to Congress. Hana Kuma is also working on unspecified documentary content for Epix, a premium cable channel now owned by Amazon.SpringHill, co-founded by Maverick Carter in 2020, will serve as a financing, operations and producing partner for Hana Kuma. SpringHill has roughly 200 employees and was valued at $725 million when selling a minority stake to raise capital last year. Operations include a marketing consultancy and a media and apparel division dedicated to athlete empowerment. Another unit focuses on film and television production. There is also an events team.“Naomi can just plug into what we have built,” Mr. Carter said.SpringHill wants to replicate the Hana Kuma deal with other athletes who have global appeal. “We want to do a lot more of this in the future,” Mr. Carter said, noting that discussions have started with other sports stars.It must be asked: Isn’t this just a newfangled vanity deal? For decades, old-line studios gave favored stars funding to start affiliated companies, most of which never amounted to much — aside from keeping the star happy.“Under the old system, sometimes those ended up being for vanity,” Mr. Carter said. “But the goal here is to build Hana Kuma into a real company and a real brand.” SpringHill’s emphasis on branded content sets it apart from old-line studios, he added. Hana Kuma has been hired by FTX, a cryptocurrency exchange, to produce branded content.LeBron James at the premiere of Netflix’s “Hustle” in Los Angeles this month.Kevin Winter/Getty ImagesMr. James said by telephone that Ms. Osaka’s “grace and power” on and off the court made her a good match for SpringHill, “which exists to empower athlete creators.”“We don’t take for granted the position we are in to lend a helping hand, in this case to Naomi, to help empower her to do even more great things,” Mr. James said.Ms. Osaka has 12 sponsors, including Nike, Mastercard, Louis Vuitton and Panasonic. Her longtime agent and business partner, Stuart Duguid, said some could be involved with Hana Kuma content. Mr. Duguid is a Hana Kuma co-founder.“We really want to bring that number down and have more in-depth relationships with the ones that continue,” Mr. Duguid said, referring to corporate sponsors. “We want to take bigger swings and start companies, invest in companies, things that might have potentially a bigger outcome than if you did a McDonald’s deal and got paid year to year. What will really move the needle?”Building a portfolio of businesses — while still in the middle of her tennis career — makes Ms. Osaka something of a pioneer among female athletes. At least, it will if she succeeds.“We haven’t seen any female athlete do anything like what we are trying to achieve,” Mr. Duguid said. “Serena has done well with her venture business. But she’s toward the end of her career, and, you know, we’re in the middle.” He was referring to the tennis legend Serena Williams, whose venture capital firm, Serena Ventures, has raised an inaugural fund of $111 million to invest in founders with diverse points of view.Because she is still playing tennis, Ms. Osaka will not be sitting in on many production meetings. “But everything creative and everything strategic, it’s obviously going to have Naomi’s stamp on it and her style and her input,” Mr. Duguid said. More

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    Nigeria Adds Up the Costs of Missing the World Cup

    Failure to qualify for Qatar has condemned Nigeria to a humbling summer instead of months of World Cup hype. Then there’s the fate of its famous jersey.In those initial moments of agony in March after Nigeria was eliminated from qualification for this year’s World Cup, the most immediate thoughts of Amaju Pinnick, the president of Nigeria’s soccer federation, were of the disappointment being felt by his 200 million countrymen in Africa’s most populous nation.He needed only to look down on the scenes unfolding inside Moshood Abiola National Stadium in Abuja, Nigeria, to see what it meant. Thousands of angry supporters had poured onto the field after the final whistle to vent their anger, knocking over the advertising boards, chasing the players from the field and clashing with security officers. “My first thought,” Pinnick said, “was to resign immediately.”But his mind quickly drifted elsewhere, too. In those first days after Nigeria’s elimination in a home-and-home playoff against Ghana, Pinnick said he would wake up in the middle of the night thinking about another group feeling the sting of the team’s failure.“Oh what have we done,” he said, “to Nike.”For any country accustomed to attending the World Cup, the consequences of missing the tournament are substantial. The United States Soccer Federation stumbled through just such a soccer catastrophe in 2017, and Italy has now done it in two World Cup cycles in a row.For Nigeria, a leading light of African soccer that until this year had failed to qualify for the World Cup only once since 1994, the emotional and financial cost of elimination may be best told through the demise of a single deal: the carefully calibrated plan, worth millions of dollars and priceless publicity, linked to the release of a new national team jersey made by Nike.Nigeria’s jersey for the 2018 World Cup had been a breakout star, creating a frenzy and the type of buzz more expected from an appearance by one of the game’s star players than the arrival of a piece of apparel. Brightly colored and featuring a design that set it apart from the more staid, conservative offerings of most of the other teams at the tournament in Russia, Nigeria’s jersey became a must-have that summer, selling out almost immediately.Nigeria national soccer gear in London in 2018. It didn’t stay in stores for long.Frank Augstein/Associated PressNike received at least three million orders for the $90 shirt even before it went on sale. Lines formed at the company’s flagship stores in London and other cities on the day of its release. When it was finally made available online, it sold out in three minutes.Four years later, Nike and Nigeria — whose federation officials have sought to take full advantage of their brand through their relationship with the company — were hoping to build on that success with a new design this summer.“Nike has been very religious about us,” Pinnick said. “I feel very, very bad — I feel like crying when you mention Nike. They went all the way to bringing out what would have been the best jersey again in this tournament.”The World Cup is a major sales moment for Nike, which outfits some of the tournament’s most prominent teams, including the current champion, France, but also the United States, England and Brazil, which has won more titles than any other nation.Designing and manufacturing World Cup jerseys is not a short process, either; it typically takes about two years before the products appear in stores. Pinnick’s reaction, then, was understandable: Nigeria’s failure to qualify will mean a colossal loss in what the soccer federation could have expected to reap from its share of sales, he said. (Fans of the shirt will still get a chance to own one: The shirt will be released, presumably amid much less excitement, in September.)Pinnick estimated that as many as five million jerseys might have been sold after qualification, though it is unclear how many jerseys Nike was planning to produce; the company declined multiple requests to comment for this article.Joe Aribo and Nigeria lost to Ecuador, 1-0, in a friendly on Thursday in New Jersey. It was the team’s second defeat in a week on its United States tour.Tim Nwachukwu/Getty ImagesThrough its contract with Nike, Nigeria was entitled to a royalty of about 8 percent of each sale, Pinnick suggested. It would also have received a further $1 million in bonus fees from the company for making the World Cup. Those payouts, as well as additional eight-figure paydays from FIFA just for playing in the tournament, most likely would have meant a doubling of the Nigerian federation’s annual revenues of $20 million — a figure that was less than a tenth of what the biggest national soccer associations in South America and Europe generate.Shehu Dikko, the vice president of the federation, said a significant amount of the money earned through qualification would have been allocated before the tournament, on items like player bonuses, tuneup matches and training camps. (The team is currently in North America: It lost to Mexico on Saturday in Texas and again to Ecuador at Red Bull Arena in New Jersey on Thursday night.) “It is a huge financial blow for us,” he said, “and we have to recover.”There is another element of Nigeria’s failure, though, that is much harder to quantify. Over the decades, the Nigeria men’s soccer team, particularly when it is performing at major tournaments, has become a rallying point like no other for a population cleaved by social, ethnic and religious differences.“Football in Nigeria is life — it’s more than anybody can explain with words,” Dikko said. “You have to feel it. Nigeria has over 500 tribes, so many traditions, but football is the only activity that breaks through all of our fault lines. Once there is a football, everybody is a Nigerian. Nobody cares who you are, what you do or what language you speak. So football is more than just a game for us. It’s what binds this country together.”“Football is more than just a game for us,” one Nigerian official said of the sport and the national team. “It’s what binds this country together.”Afolabi Sotunde/ReutersThat level of interest and passion, though, means there also is a sharper focus on the performance of the federation.Under Pinnick, who assumed the role in 2014 and is the longest-serving soccer president in Nigeria’s history and who is also a member of FIFA’s governing council, Nigeria has had a mixed record. While he claims credit for modernizing the federation and attracting new sponsors, his tenure has failed to yield any major titles. A round of 16 elimination in the most recent edition of the Africa Cup of Nations — months before the team’s World Cup ouster — was its worst performance in that event since 1984. That came after a third-place finish in the previous edition and two consecutive catastrophic qualification campaigns in which Nigeria missed the competition in 2015 and 2017.Despite his initial impulse to resign in March, Pinnick now says he will stay on through the end of his term later this year. Not everyone supports the decision.Days after its World Cup exit, with Pinnick at his lowest, dozens of placard-holding protesters gathered outside the Nigerian headquarters in Abuja, calling for his ouster. Pinnick said the protest was not what it seemed; he suggested the crowd had been assembled — and paid — by opponents who have been trying to stymie his efforts since the day he first stepped into office.“They are professional placard carriers — you employ them, you rent them,” Pinnick said of the group that called for his ouster. “If you ask the guy why they are carrying the placards, they say they don’t know. They rent them for as low as 10 cents, 20 cents. People are hungry.”A few days later, there was another demonstration, more placards. This time the messages were different. They called on Pinnick to stay on. More

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    Wary of Human Rights Issues, World Cup Sponsors Edge Away from Qatar

    Troubled by worker abuse and human rights, some World Cup sponsors are distancing themselves from the host nation. But not everyone is backing away.For Gary Lineker, a starring role in Qatar’s big show was not an option.Sure, he had hosted a World Cup draw before. And as a former top scorer in the tournament who now works as a popular television broadcaster he has an ongoing professional relationship with the tournament’s organizer, FIFA. But fronting the glamorous event in Doha last month that set the matchups for this year’s World Cup in Qatar — a hosting choice he has regularly criticized — was not something, Lineker decided, that he could consider.So in a conversation with FIFA’s president, Gianni Infantino, Lineker said no.Lineker’s reluctance to host the draw — which left FIFA scrambling to find a replacement — is only one recent example of the line celebrity athletes and sponsors are having to tread when it comes to the Qatar World Cup, which since its inception has been mired in controversy and complaints about the country’s treatment of migrant workers and the gay community. His decision came as multiple companies, and even the federations of some participating nations, are taking steps to distance their brands from the host country even though they have paid millions of dollars to attach themselves to the world’s most high-profile sporting event.Qatar has long pushed back on perceptions about the country that it considers inaccurate or at best outdated, attempting to explain that as the physical appearance of the country changed, so have its protections for workers. But examples of abusive conduct and poor treatment stubbornly persist and remain fodder for news media outlets, particularly in Europe, where the Qatar World Cup continues to be a source of protest and a lightning rod of criticism for those that associate with it.Qatar has faced years of criticism over its treatment of migrant workers as hundreds, and perhaps thousands, died working on World Cup construction projects.Hamad I Mohammed/ReutersAlarmed, some companies that would have been expected to leverage the biggest event in the most popular sport on earth have instead chosen to step away. For instance, ING Group, a major international financial services and banking group that sponsors the Netherlands and Belgium national teams, has decided not to leverage those relationships during the event. The company said it would not accept any of its ticket allocation for the tournament or engage in any World Cup-related promotion, a spokesman told The New York Times.“Given the discussion and concerns around the human rights situation of the tournament infrastructure we think it’s inappropriate,” the spokesman said. Instead, ING said, the company will focus its efforts on the women’s European soccer championships to be held in England this summer.Several other partners of the Dutch and Belgian teams also issued statements outlining their plans to ignore what would in normal circumstances be a major marketing platform. GLS, a parcel service provider that sponsors Belgium’s team, told The Times that while it has backed the Red Devils since 2011 and would continue to do so, it would not take up its ticket allocation for customer promotions or engage in any advertising campaigns in Qatar “because we consider a commercial use of the World Cup 2022 in the context of the human rights situation better not take place.”Read More on the World CupAmbitious Goals: FIFA has given up on a plan to hold the World Cup every two years. But its president’s plans for the future are bold.Golden Sunset: This year’s World Cup will likely be the last for stars like Lionel Messi and Cristiano Ronaldo — and a profound watershed for soccer.Senegalese Pride: Aliou Cissé, one of the best soccer coaches in Africa, has given Senegal a new sense of patriotism. Next up: the World Cup.A Controversy: A dispute over a player’s eligibility could alter the qualifying results in South America, with Chile asking for forfeits and Ecuador’s spot in Qatar.Carrefour, however, a French-based supermarket chain with outlets in Qatar that also sponsors the Belgium team, issued a robust response to claims that it too would join the others in what appears to be a collective boycott of the World Cup. “Carrefour and its subsidiaries are not engaged in a boycott of any kind,” the company told The Times in a statement that labeled any claims it would take part “fake news.”Even some of the competing teams, though, are treading lightly. U.S. Soccer has held internal discussions about messaging it can provide to players for when they face inevitable questions about human rights issues, and Germany’s team wore T-shirts bearing the slogan “human rights” before a World Cup qualifying match last year.And after Denmark’s team secured its qualification last year, its soccer federation announced that two of its sponsors, the national lottery Danske Spil and a prominent bank, Arbejdernes Landsbank, had agreed to surrender the space they have paid for on the team’s training gear so that it can be replaced by human rights messages during the World Cup. (Arbejdernes Landsbank later ended its sponsorship early, a decision it said was over unrelated issues.)None of the team’s sponsors, the Danish federation said, would take part in any commercial activities in Qatar “so that participation in the World Cup finals is primarily about sporting participation and not promoting the World Cup organizers’ events.”Ricardo Fort, a former marketing executive responsible for Coca-Cola’s multi-decade relationship with FIFA, said many companies were calculating the effects of associating with Qatar, but he predicted that most would ultimately choose not to shy away from the tournament. “To me it feels like a localized issue,” Fort said.Celebrities and individuals would face a tougher choice, he suggested.“If you are a retired footballer planning to sign a deal in Germany or France et cetera, the chances are you will be more successful not being involved with the event,” Fort said.Lineker, a former England striker who was the top scorer at the 1986 World Cup, was just the sort of star FIFA and World Cup organizers would have wanted to headline high-profile events like the draw. Lineker had said yes the last time around, taking center stage at the Kremlin for the draw ahead of the 2018 World Cup in Russia.But after doing so he had faced a backlash from some sections of the British news media, and this time, he told Infantino, he had concluded it would be hypocritical for him to headline a ceremony that would in essence kick off an event about which he continues to have misgivings. (Lineker will continue to play a leading role in the BBC’s coverage of the tournament, having decided that reporting on the event is not the same as endorsing it.)Gary Lineker, a former World Cup player turned broadcaster, rejected an offer to reprise his role hosting the World Cup draw.Carl Recine/Action Images Via ReutersWhen Lineker said no, Jermaine Jenas, a retired player who never appeared in a World Cup match, was a late choice alongside the American Carli Lloyd.Darko Bandic/Associated PressFor others, though, the rich paydays on offer can be too big to turn down. Qatar has for years written some of the biggest sponsorship contracts in sports, and that has only ramped up as the World Cup nears. Its biggest capture to date has been David Beckham, the former England star who like Lineker was present in the hall when Qatar chosen as the host for 2022.Qatar’s multimillion-dollar agreement with Beckham, now also a sports team owner and investor whose celebrity transcends soccer, extends beyond the World Cup; it is, in many respects, a deal for the former England national team captain to endorse Qatar itself. That has led some people close to Beckham to privately express misgivings about the nature of the arrangement. “It’s a deal to promote and support the nation and what they’re doing,” a person with knowledge of the agreement said in describing it.Beckham has not publicly spoken about what motivated him to sign with Qatar, where he has been a frequent visitor since agreeing to a deal more than 18 months ago. His spokeswoman did not respond to a request for comment.Beckham has so far avoided press scrutiny at events in Qatar, which have included an event with Afghan refugees; a promotional event for Qatar Airways; and an appearance on a panel at the Doha Forum, a flashy event that brings together business and political elites. He was curiously absent, however, from the World Cup draw.“There’s so much risk attached to this,” said Tim Crow, a former chief executive of Synergy, a firm that has advised Olympic and World Cup sponsors. “I was kind of surprised he’s decided to position himself with something for which there’s so much risk, particularly for a guy who doesn’t need the money.”Beckham’s relationship with Qatar may lead to questions for one for his other partners, the sportswear manufacturer Adidas. The company provided few specifics about how it would activate its relationship with Beckham for the Qatar World Cup, saying only that he “is a valued, long-term member of the Adidas family and our partnership will continue as such.” More

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    The N.F.L.’s New Play: Embrace Betting Ads, Watch the Money Pour In

    The placement of gambling ads during football game broadcasts shows how much the N.F.L. has changed in its approach toward gambling.Betting has long been a part of the National Football League’s DNA. Two of its founding fathers, Art Rooney and Tim Mara, were gamblers.Rooney bankrolled the early years of the Pittsburgh Steelers with a small fortune he won at Saratoga Race Course. Mara, his close friend, was a bookmaker who bought the New York Giants for $500.For decades, however, N.F.L. officials went to great lengths to distance the league from the tens of billions of dollars wagered on its games — legally in Las Vegas but also with offshore sports betting shops, in office and bar pools and among illegal bookies. The N.F.L. backed the Unlawful Internet Gambling Prohibition and Enforcement Act of 2006 and fought New Jersey’s efforts to allow its casinos and horse tracks to take bets on football games.“We’re trying to do whatever we can to make sure our games are not betting vehicles,” Joe Browne, an N.F.L. spokesman, told The New York Times in 2008.“We have been accused of allowing gambling because it is good for the popularity of the game,” he added. “If that’s true, then we have wasted hundreds of thousands of dollars opposing gambling on our games.”What the N.F.L. once sold as a principled stand, however, has more recently given way to a far more pragmatic one. As betting on football ballooned into a multibillion-dollar industry, and as state after state acted to legalize it, the N.F.L. was left with a stark choice: to continue to fight gambling on its games, or to embrace it in exchange for a significant cut of casino marketing dollars.The proliferation of legalized gambling, like that at a FanDuel sports book in Phoenix, has led the N.F.L. to loosen its restrictions.Matt York/Associated PressAnd that money the league once spent on lobbying against gambling? This season, the N.F.L. is getting it all back. And then some.On its opening weekend, celebrities such as Ben Affleck, Martin Lawrence and Jamie Foxx headlined commercials that aired during N.F.L. game broadcasts, pitching betting as just a click away with a WynnBET, DraftKings, FanDuel or BetMGM account. The NFL Network included betting lines on its ticker for the first time.Belated or not, the N.F.L.’s embrace of gambling is, well, lucrative. League and industry experts expect the revenue from gambling companies for the N.F.L. and its teams to be several hundred million dollars this season.“Over the next 10 years, this is going to be a more than $1 billion opportunity for the league and our clubs,” said Christopher Halpin, chief strategy and growth officer for the N.F.L.Little more than three years after the Supreme Court struck down a federal law that prohibited sports gambling in most states, sports betting companies are meeting an eager audience. GeoComply Solutions, a company that uses geolocation to help confirm that bettors gambling online are doing so from places where betting is legal, said it processed 58.2 million transactions in the United States during the N.F.L.’s opening weekend, more than double what it handled during the same weekend last season.“We expected high volumes, but what we have seen has surprised us nonetheless,” said Lindsay Slader, a managing director with GeoComply, which is based in Canada. “The level of demand across new markets, such as Arizona, indicates that consumers have long waited for the option to legally place a sports bet.”The company said the bets came from 18 U.S. states and the District of Columbia. Soon, more states are likely to join.New York has approved online betting and is in the process of determining which operators will be allowed to take wagers. And sports betting measures are under consideration in heavily populated states such as California, Texas and Florida, where sports book operators are spending heavily to get a foothold.“You have to look at the size of the prize,” said Craig Billings, chief executive of Wynn Interactive. “I think this is going to be the same size of market as the commercial casino industry in the U.S., $40 billion annually or more.”That is why he hired Affleck to direct and star, alongside Shaquille O’Neal, in a commercial, and his company has plans to spend more than $100 million on advertising throughout the N.F.L. season.“Being part of the in-game broadcast is important — it’s our most popular sport with a core audience of early adopters that have been betting offshore,” Billings said. “It’s a rifle shot you have to take.”WynnBET is hardly alone.Through Sept. 9 this year, DraftKings’ spending on national television advertising is up 98 percent compared with the same period a year earlier, while FanDuel’s spending has more than doubled, according to estimates from the research firm iSpot.TV.Overall, gambling companies spent $7.4 million on advertisements during the first week of prime time games, 9 percent more than they did during last year’s opening games on Thursday, Sunday and Monday nights, according to estimates from EDO, a TV ad measurement platform.“The dollars are starting to add up,” said John Bogusz, the executive vice president of sports sales and marketing for CBS Sports.The network saw a surge in advertising interest for N.F.L. broadcasts this year. Bogusz attributed “a good portion” of the growth to sports betting ads.“Overall, the volume is up among all advertisers, but that added to it as well,” he said. “I think it will continue to grow.”Dan Lovinger, the executive vice president of advertising sales for NBC Sports Group, said on a conference call that the surge from sports betting operators was “reminiscent to when the fantasy category opened up.”In 2015, FanDuel and DraftKings spent millions blitzing the airwaves with commercials to gain a larger audience for daily fantasy games, where fans pay an entry fee to assemble rosters of real football players to play against the rosters of other fantasy players.The blitz worked. Sort of.The campaigns attracted customers but also the attention of regulators and prompted complaints from viewers who grew weary of the repetitive advertisements. Both companies spent fortunes on lawyers and lobbyists and endured intact to pivot to sports betting.The average amount of actual game action over the course of a three-hour broadcast of an N.F.L. game is about 11 minutes. Halpin said the league’s internal research showed that among its fans age 21 and older, roughly 20 percent were frequent sports bettors who were mostly young and male, and that another 20 percent — mostly women over 55 — were “active rejecters.”To navigate this stark divide, as well as persuade those in the middle, the N.F.L. decided to limit sports betting ads to one per quarter along with a pregame and halftime spot — six in all per broadcast.It also largely eschewed talk of odds and spreads directly during the biggest N.F.L. game broadcasts.“We have to avoid oversaturation of the game with sports betting talk or risk alienating fans,” Halpin said. “My mother loves her N.F.L., but she doesn’t want gambling talk.” More