Redskins Court Victory Bankrupts Grandma, Damages Brand

Posted by Abe Sauer on September 3, 2009 05:19 PM

The Washington Redskins — along with baseball's Cleveland Indians, one of the last two teams in US pro sports to cling to an archaic, racially tinged brand — are playing an aggressive game against their cash-strapped fans. Long-suffering season ticketholder (since 1962!) Pat Hill, 72, is only now learning what it means to be an NFL fan.

Hill's real estate business hasn't fared well during the crash. In danger of going broke, the diehard fan requested a few years' waiver on her 10-year season contract, until she could again secure the funds needed to watch New England crush her beloved team, live and in the stadium. No dice.

The Redskins took Hill to court for backing out of her agreement, demanding and winning payment through 2017. The Washington Post reports that the team's suit drove Hill into bankruptcy:

Hill couldn't afford a lawyer. She did not fight the lawsuit or even respond to it because, she said, she believes that the Bible says that it is morally wrong not to pay your debts. The team won a default judgment of $66,364.

"It really breaks my heart," Hill said, her voice cracking as the tears well and spill. "I don't even believe in bankruptcy.

"We are supposed to pay our bills. I ain't trying to get out of anything."

Though well within their legal rights, suing Grandma is a reliable way to win a blitz of bad publicity for the brand. The Washington Post pictured Hill weeping on her Redskins-junk-festooned couch, and exposed the team's regular practice of suing ticketholders in similar situations. Their defense? Dave Donovan, Redskins general counsel, claims other teams do the same thing.

Classy. Almost as classy as selling tickets directly to scalpers, um, "brokers," as the Post also reported. Look out, Jerry Jones, you and your Cowboys have competition!

More about: NFL, Redskins, Sports, Financial, Legal Issues

Stephen Denny says:

Don't confuse branding of the Washington Redskins with the image of their current ownership. The Redskins brand - one of the most powerful in professional sports - transcends the unlikeable current ownership, its abysmal won/loss record in the past few years and any shallow racial overtones.

The brand is burgundy and gold (as opposed to "maroon and black," the now comically repeated mis-statement by current head coach Jim Zorn in his first presser), Jack Kent Cooke, Sonny versus Billy, Darryl Green catching Tony Dorsett on MNF, and three Super Bowls. It's Hail to the Redskins. And a blog (Redskin Insider) that draws an average of 400 comments per post.

The owner, on the other hand, has fewer supporters in DC than Al Qaeda.

There are a few critically important branding points here:

1. Fans - who associate with their hometown teams moreso than they ever would with a consumer product - have long memories that connect with beliefs far more profound and personal than the motorcycle they drive or the laptop they carry. If you're a Redskins fan, you don't all of a sudden drop them because you have a better brand experience with the 49ers.
2. Don't confuse a timeless brand with its temporary but current ownership. No one cheers for the Redskins because of Daniel Snyder. They cheer because these athletes wear burgundy and gold and understand the institution and city they play for.
3. And lastly (if you're a Brand Channel reader, Daniel Snyder), don't piss off your core customers. Season ticket holders since the 60's, for example. In an internet age, to be more specific. Instead of suing, why not have her watch the game from your box, you knucklehead.

Regards (and Hail to the Redskins),
Stephen Denny
@Note_to_CMO

September 17, 2009 12:27 PM #

Abe S says:

All good points Stephen. The current ownership is not the brand but it risks harming the brand. And if Syder isn't scared of the tenor of his own official boards, he's probably not reading/worring about us here.
www.extremeskins.com/showthread.php?t=235022

September 17, 2009 04:41 PM #

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