|Monday, August 4
Updated: August 6, 7:54 PM ET
Nutella won't renew its endorsement deal with Bryant
By Darren Rovell
One company endorsed by maligned Los Angeles Lakers guard Kobe Bryant will not be renewing his contract, but company officials say the decision was made before Bryant was charged with sexual assault in July.
Ferrero U.S.A. signed a two-year contract with Bryant to endorse its hazelnut spread brand Nutella in January 2001. Although Ferrero signed Bryant to a one-year extension in January 2003, the company said in a statement released Monday that "marketing plans established earlier this year did not contemplate a contract renewal."
"In keeping with this decision, and considering the recent developments, Kobe's image on Nutella labels and promotional material is being phased out," the statement said.
Although a promotion for a Kobe bobblehead doll was still on Nutella's Web site as of Monday morning, the company did take the phrase, "Kobe Bryant's favorite spread" off the site in recent weeks.
So far, officials with other companies and brands that Bryant endorses, including Sprite, McDonald's, Nike and Spalding, have maintained that their contracts with Bryant are still valid. Nike's Web site still says that Bryant's first signature shoe is being released on Feb. 7, 2004. Nike recently signed a five-year deal with Bryant worth at least $40 million.
Most endorsement contracts include morality clauses that would allow the company to terminate an athlete if he or she causes damage to the brand through immoral acts or is convicted of a crime.
Darren Rovell, who covers sports business for ESPN.com, can be reached at Darren.firstname.lastname@example.org