German luxury fashion brand Hugo Boss says its support for Joseph Schooling remains 'strong' despite revelations that the national swimmer has confessed to consuming...
Joseph Schooling: I gave in to a moment of weakness after going through a very tough period of my lifeSport Singapore had on Tuesday revealed that the Central Narcotics Bureau had investigated Schooling and fellow national swimmer Amanda Lim, 29, for possible offences related to the consumption of cannabis. It added that Schooling, whose urine tests for controlled drugs returned negative, was referred to the Ministry of Defence as he is currently undergoing national service.
The 2016 Olympic 100m butterfly gold medallist apologised for his actions, saying:"I made a mistake and I'm responsible for what I've done. I will make amends and right what is wrong. I won't let you down again." In 2018, Toyota distributor Borneo Motors struck a three-year deal with Schooling to be its brand ambassador. Over the years, Schooling was first given a Toyota RAV4, a compact SUV retailing at around $142,000, a 2019 RAV4 that cost around $150,000 to $160,000and eventually a Toyota Supra that was estimated to cost between $200,000 and $300,000.
Dr Seshan Ramaswami, associate professor of marketing education at the Singapore Management University, felt that the incident's impact on the Schooling brand is likely temporary. However, Schooling's prolonged absence from the competitive stage - he will likely be unable to represent Singapore in competitive events until his NS ends in early 2024 - could prove more damaging. That is because active athletes stay in the news, which is of huge benefit to sponsors given the amount of media exposure they get. These brands also stay in the memories of consumers by association automatically. That, more than just his drug use, will be on sponsors' minds.
He said:"It may be easier for the more adult-focused sponsors like Hugo Boss rather than a family-oriented one. I hope they recognise people do make mistakes and that he was going through a lot of challenges in the last year and he has owned up, confessed and apologised."Several of sport's biggest stars have survived scandals that could have derailed their careers and bank balances.
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