Sponsors back Oscar Pistorius despite petulant outburst

Oscar Pistorius: retains sponsors' backing after his recent outburst
Oscar Pistorius: retains sponsors' backing after his recent outburst

Oscar Pistorius's sponsors have backed him following his outburst on Sunday, when he disputed the victory of gold medalist Alan Oliveira.

BT and Nike have both come out in support of Pistorius, one of the poster boys of the Paralympic Games.

Pistorius has lucrative sponsorship deals with BT, Nike, Thierry Mugler and Oakley.

BT said "We look forward to supporting him as he turns his attentions to his next races in the 100m, 400m and four by 100m relay."

Nike said it was proud to sponsor Pistorius.

Pistorius criticised the International Paralympic Committee (IPC), saying gold medallist Oliveira's artificial legs were too long, after the Brazilian beat him in the Paralympic T44 200m final.

Pistorius’s defeat was one of the biggest shocks of the Paralympics so far.

After the race, Pistorius said to Channel 4: "We are not running in a fair race here. I don't know how you can come back, watching the replay, from eight metres behind on the 100 to win. It's absolutely ridiculous."

Pistorius – who has lucrative sponsorship deals with Nike, BT, Oakley and Thierry Mugler – subsequently apologised for his outburst. However, some experts believe his outburst could cost him future sponsorship deals.

His outburst has prompted a mixed response from sport sponsorship experts. Some believe the incident could negatively impact his standing with sponsors while others believe it will have no impact at all.

Nigel Currie, executive at brandRapport, said: "Despite the apology that Oscar Pistorius has issued, his comments to Channel 4 after his shock defeat by Brazillian Alan Oliveira will be received by many as sour grapes.

"The increased media coverage of the Paralympics has attracted unprecedented new levels of interest from sponsors and Pistorius would expect to benefit from this. However new names and faces are always attractive to sponsors and with the next Paralympics being in Brazil, Oliveira , who is six years younger than Pistorius, now has the chance to steal the limelight and become the flagbearer for the next Games in 2016."

But Rupert Pratt, managing director of Generate Sponsorship, believed the incident would have limited, if any, impact on his sponsorship credentials.

Pratt said: "Oscar Pistorius's outburst at the weekend is unlikely to have affected his sponsorships.  Although not ideal, it is an isolated incident in the heat of the moment. He is one of the highest-profile Olympians, heavily endorsed and I would expect sponsors to be forgving."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer