- Aug 7, 2010
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frenchfry said:But I bet they don't sell nifty NIKE merchandise and peddle awareness and hope to the masses.
Livestrong is an excellent example of how cancer related fundraising is circumscribed by the profit motive, and the network of corporate entities that sustain the cross-marketing of the cause.
Livestrong has taken the commercial approach to new levels. Robb Heineman, the chief executive of Sporting KC, said in a statement that Livestrong was “utilizing aggressive tactics designed to force us into an unsatisfactory arrangement.” Clearly their main goal isn't funding cancer "awareness".
http://www.bloomberg.com/news/2013-...ripped-from-kansas-city-s-soccer-stadium.html
I would think that Hockey Canada signed the deal with Livestrong to get sponsorship money. Nike would have signed to sell merchandise. Livestrong would have signed to get what is left over from the merchandise sales after everyone else is paid off, and because they are probably now quite dependant on Nike for their existance. Some people would say the fact that Livestrong, a cancer charity, gets something at all that we shouldn't question this deal. There is, however, a lack of transparency and confusion of interests that begs further scrutiny. If the goal was really financing a cancer charity, there are better ones out there.
Behaviour that smacks of bullying, threatening, and coercion. Exactly like its founder.
They must be hurting, and feel backed into a corner to be resorting to that type of dealing.....