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In line with this, we would like to draw your attention to a thought-provoking column that was originally published on Outkick. The topic of discussion revolves around the significant decline in Bud Light’s business, resulting in a staggering 30% reduction in consumption since April. This unexpected downturn can be attributed to the company’s decision to feature a transgender influencer on their cans, as a way to commemorate the NCAA’s March Madness basketball tournament.
The aftermath of this marketing choice was nothing short of a social media uproar, coupled with the head of marketing criticizing the brand’s humor and frat-like associations. Consequently, this event triggered a massive boycott of Bud Light, making it one of the most remarkable instances of consumer product brand boycott in recent history. It seems as though Bud Light’s popularity as a beer may have reached its end.
In May, I conducted an experiment that gained immense viral attention, showcasing the unwillingness of many beer enthusiasts to associate themselves with Bud Light. This further emphasizes the backlash faced by the brand, which will undoubtedly serve as a case study in marketing courses for decades to come. The core lesson here is that when a brand deviates from its core consumer’s values, it runs the risk of alienating its audience, with far-reaching consequences.
However, despite the media’s portrayal of Bud Light’s predicament as a groundbreaking conservative boycott, that is not entirely accurate. In fact, the most impactful consumer boycott of the 21st century did not stem from the rejection of a beer, but rather from the world of sports, specifically the NBA. By embracing woke, political, far-left-wing messaging during their games, the NBA has managed to tarnish its brand among a significant segment of the American sports-viewing public.
One might wonder why there is a lack of awareness surrounding the NBA’s declining viewership despite the abundance of compelling data supporting this claim. The answer lies in the overwhelming left-wing bias within the American sports media. The majority of the sports media not only supports but applauds left-wing political messaging in sports, as it aligns with their own personal values. Consequently, they turn a blind eye to any information that contradicts their worldview.
I personally became aware of the NBA backlash in 2017, when the league made the controversial decision to relocate the All-Star Game from Charlotte. As a sports talk radio host at the time, I received an influx of calls from passionate basketball fans expressing their intention to stop watching the NBA due to its political involvement. Despite discussing this on my show, the larger sports media dismissed my claims, labeling me as delusional.
The truth is, the NBA’s brand has been severely damaged by its embrace of woke politics. The woke sports media was unwilling to acknowledge that fans might alter their behavior in response to sports leagues involving themselves in politics. However, my listeners’ actions proved otherwise, as many of them indeed turned away from sports. Bud Light’s boycott came after the NBA’s, yet the former received significantly more attention. This is due to the lack of a passionate fan base for Bud Light within the media. As a result, data concerning Bud Light consumption is reported more impartially. On the other hand, the NBA’s declining ratings, which are equally reliable, if not more so, are conveniently ignored.
If the sports media had fulfilled its duty, the Bud Light situation may have been avoided. Companies would have been more cautious about engaging in left-wing politics, avoiding being “Bud Light’d”. Even now, the mere suggestion of the NBA’s plummeting viewership is met with fury from the usual left-wing sports media subjects. This fierce response, the deliberate blindness, and the rage that accompanies the presentation of facts, all serve as evidence of the prevalent bias.
It is clear that the NBA alienated a significant portion of its fan base by delving into woke politics. As a result, the league has experienced a drastic decline in viewership over the span of a generation. The story is not widely known because the sports media refuses to acknowledge what is undeniably true – basketball fans have been tuning out in large numbers.
In essence, this decline in interest can be attributed to two superstars: Michael Jordan and LeBron James. While Jordan built a brand and a league that was adored by people of all backgrounds, James created a brand and a league fueled by identity politics. Additionally, the commissioners, David Stern and Adam Silver, played significant roles in shaping the NBA’s trajectory. Stern focused on expanding the fan base, whereas Silver allowed politics to guide his decisions instead of prioritizing the game itself.
Before concluding, I want to address the argument that suggests people no longer consume sports on television as they did in the past. This claim is simply not accurate. As recently as this spring, the most-watched…
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