The pitfalls of sponsorship: the Dulux Spurs debacle
A marketing director for the company that owns Dulux said when announcing the sponsorship: “Our relationship with Tottenham Hotspur is a perfect synergy of two iconic British brands.” But within minutes of the announcement the Twitter trolls were at work and it became clear Dulux was anything but prepared.
It seems a bit of an odd sponsorship – where is the affinity?
It’s certainly got everyone talking about Dulux (and unfortunately, the Spurs trophy cabinet). On Friday morning the talk on BBC Breakfast was whether there was a need for Dulux to apologise. They have now done so. The initial Tweets by Dulux were quite cheeky but were then deleted and a quite formal apology followed. Spurs responded in good spirit saying that they were going to ‘gloss over it’.