Letter — Few places, including our bodies and public facilities, are off limits to advertising

LETTER TO THE EDITOR — Have you noticed the preponderance of advertising lately? It seems that there are very few places that are off limits for the advertising of products, companies, and services. It is all about creating the “brand,” and getting your name or product “out there” is a major goal of individuals and organizations looking to build a business. It has been said that “50 per cent of advertising works, but it is not known which 50 per cent” and thus the barrage continues.

It has become cool to take a logo or a product name such as Ford, Nike, DC shoes, or Oakley (just to name a few) and plaster huge logos in various places, some of which nearly cover a rear automobile window. Companies must love the fact that their supporters will sport huge logos on their vehicles, clothing and even incorporate them in to personal body art (see the enclosed photo). I am not sure if a big Nike swoosh tattoo would result in royalties.

There are professional teams in soccer and cycling as well as other international sports that have such a predominant sponsor logo on their jersey, the actual name of the club is barely visible if at all (Real Madrid for example in soccer, and a plethora of cycling teams known exclusively by their sponsor company names). There is also recent talk of North American teams adding corporate sponsor logos to the uniforms, presumably to add to their coffers during the hard times they may be experiencing (not evidenced in player salaries).

Take a look at the areas on the protective glass behind the goalies during Vancouver Canucks televised games. You will notice a large logo for some dental implant place or an oil change shop electronically emblazoned on the glass for the tv viewing audience. It is not enough to have the boards completely filled with advertising, we must now have more superimposed on the glass. I do not find that these prompt me to investigate the businesses represented.

Many stadiums and arenas have legendary names, some of which have endured, such as Fenway Park, Wembley arena, the Forum, Madison Square Gardens, and Candlestick Park to name just a few. Now we have similar buildings being renamed not so memorably such as: the appetizing Whataburger Field in Corpus Christie, Jobbing.com arena in Phoenix ( enough already with the .com stuff), KFC Yum Centre in Louisville Ky. (nothing says sports like a greasy fried chicken reference), and Sleeptrain arena in Sacramento (not exactly an energy inspiring moniker for sure).

I understand the need for sponsorship of events, having been involved with sport for many years, and appreciate businesses and individuals opening up their wallets to get behind teams and projects that might need more bankrolling. My issue is that it seems we may be headed for a saturation or tipping point.

As I swam laps at our beloved TCC last night I became aware of a corporate sponsor’s signage in the form of several large signs placed around the pool. This business is now the sponsor of the leisure pool, apparently. I was told by a lifeguard that the diving tank is still open for sponsorship in the future as part of the city’s efforts to do private/ public partnerships for recreation sites which seems to involve putting large corporate logos on city owned buildings.

Individuals and companies should be commended for their generous donations and sponsorship of sporting events and facilities as well as their contributions to social agencies and initiatives. These sponsors/donors should be recognized in a respectful and possibly a more discrete manner. TCC, Riverside Park, and McArthur Island are great examples of attractive, well-cared for venues that are impressive to our citizens and our visitors. My concern is for the intrinsic beauty of sports and recreation facilities, parks and cultural establishments that may be compromised by too much signage at some point in the future.

PATRICK C. McDONALD
(actual last name, and no corporate sponsorship connection to the fast food company)

Kamloops