Sports rivalries can be heated. Anyone who’s even remotely familiar with English soccer (football, as they call it) knows that some of those cross-town rivalries can be downright brutal.
Newcastle United and Sunderland AFC have one of the most famous rivalries in the country, creating what is known as the Tyne-Wear Derby when they play against each other.
So, when that game took place as part of the FA Cup, you can understand why Sunderland fans were upset when one of their stadium bars was suddenly covered in pro-Newcastle signage.
Can’t fault the hospitality of our hosts this weekend #NUFC pic.twitter.com/06BWmkIx2h
— Newcastle United Supporters’ Club (@Nusc2023) January 4, 2024
And, no, it wasn’t an act of vandalism by the Toon Army. It was actually a purposeful anti-vandalism measure by Sunderland. Newcastle fans were offered hospitality ticket packages that included drinks in the Black Cat bar within the Stadium of Light. In an effort to keep Newcastle fans from defacing the Sunderland signage, they had black-and-white Newcastle signage printed to be temporarily hung up.
Sunderland fans were, understandably, shocked by this. Imagine Red Sox signs in Yankee Stadium, or Cowboys flags in Philadelphia. Sacrilege.
Sunderland ownership quickly called the move a “serious error in judgment,” and offered a statement to try to make things right.
“Like our supporters, I was disgusted and hurt by the pictures circulating online of the inappropriate signs that have been ripped down,” Sunderland owner Kyril Louis-Dreyfus said, according to Sky Sports. “I take full responsibility for every decision that is taken by the employees of our club, and you have my word that I will personally make sure that we make the necessary changes required to improve, because it is clear that there are many areas where we need to be better.”
Now, this is a pretty heavy apology for something like another team’s signage. And of course, in the grand scheme of things, it’s not offensive in a way that would actually make someone feel bad, aside from hating the sight of their rivals’ colors.
But, it goes to show that signage and branding makes a difference, and that lapses in judgment can create the exact opposite effect you want your event or promotion to have.
The intentions here were pure: Prevent Newcastle fans from defacing permanent decorations by putting up temporary Newcastle decorations. Instead, they not only catered to the enemy, they also upset their core fanbase.
So, for every promotional installment or giveaway you work on, just think about every possible perspective, and how they will be received.
