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Stamkos, sponsors cashing in on broken leg recovery

- February 6th, 2014

There is opportunity in tragedy.

Tampa Bay Lightning star Steven Stamkos won’t join Team Canada in Sochi as he recovers from a broken tibia, but that hasn’t stopped his sponsors from taking advantage of the situation.

On Wednesday, shortly after the Bolts announced Stamkos would miss the Olympics, Sport Chek released a commercial showing the centre picking off matryoshka dolls dangling from the crossbar of a net. It ends with the tagline, “Knowing your time will come,” and the hashtag “#WhatItTakes”.

Now, if you think about it, the ad could have gone either way. Had Stamkos been healthy enough for the Olympics, the tagline could have read, “Knowing your time has come,” or something to that effect. The hashtag remains relevant. It’s quite possible Sport Chek had two versions loaded and were simply waiting for an official announcement on Stamkos.

Sport Chek signed the Lightning scorer in early January, well into his recovery from the injury that occurred Nov. 11.

Before Sport Chek, however, there was Powerade.

Stamkos signed a deal with Coca-Cola, which produces Powerade, late last year. The first ad he produced, released in October, was for Coke Zero.

After the injury, Powerade added Stamkos to its Power Through campaign. You can watch Part 1 and Part 2.

Let’s make one thing clear: we’re not knocking Stamkos, Sport Chek, or Coke.

This is what advertisers do. To their credit, they are not glorifying the injury, but instead highlighting the struggle of the recovery.

It just seems … weird.

Stamkos had what was likely the most horrifying experience of his life, and his sponsors are pivoting off that to sell their product.

But, hey, as long as consumers know that any kind of equipment likely wouldn’t have prevented Stamkos’ freak injury or that Powerade isn’t some kind of healing juice, we’ll be OK.

Right, guys?

@AVPreports

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2 comments

  1. Lo | February 6, 2014 at 11:29 am

    Knowing that anyone would vote no to the poll question is hilarious. I can only imagine it has something to do with thinking injured players should be in bed away from the public spotlight OR perhaps it’s because they spelled athlete wrong.

  2. Anthony Vasquez-Peddie | February 6, 2014 at 11:47 am

    Whoops! Thanks for pointing out the typo, LO.

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