Home' Trinidad and Tobago Guardian : August 7th 2015 Contents A54
Guardian www.guardian.co.tt Friday, August 7, 2015
PUBLIC AUCTION SALE
DISPOSAL OF SCRAP METAL AND OTHER ITEMS
ON MONDAY 10TH AUGUST, 2015
CAR PARK # 8,
ERIC WILLIAMS MEDICAL SCIENCES COMPLEX.
EASTERN AUCTION MART LIMITED
#76 EASTERN MAIN ROAD, LAVENTILLE
1-(868)-625-8517 / 623-2819
CONDITIONS OF SALE
1. CASH, LINX OR CERTIFIED CHEQUE ON FALL OF THE HAMMER.
2. ITEMS WILL BE SOLD "AS IS WHERE IS".
3. ITEMS MUST BE REMOVED WITHIN TWO DAYS AFTER SALE UPON
FULL PAYMENT OF BIDS.
Instructed by the NORTH CENTRAL REGIONAL HEALTH AUTHORITY
(NCRHA). I will offer for sale by Public Auction on the date and at the venue
mentioned above, the under-mentioned items.
AND MANY MORE ITEMS
Horizon 200 Monitor
Bed Side Tables
Air Conditioning Units
Validator 8 Autoclave
Air Shield Vickers
• Plaster Dispenser 301
Stainless Steel Bin
It seems that Marlen Esparza, an
American female amateur boxer,
embodied the perfect image that her
sponsor, CoverGirl, wants to proj-
ect...a woman can be strong AND
beautiful at the same time.
Covergirl could have chosen any
other female athlete, but they chose
an athlete from a controversial sport
regarding women s involvement; a
sport that defies the traditional role
and image of women and challenges
us to rethink the stereotypes.
The image CoverGirl projects with
their endorsement of Esparza is one
that embodies this new era of female
independence, strength and equality,
while still maintaining feminine beau-
Esparza was interviewed after a
split decision loss to a Canadian in
the final of the Pan American Games
female amateur boxing. Here are her
words: "It was "BS!"
There was nothing strategic. She s
not a good fighter, so I don t know
why they would give her (the deci-
sion.) I beat her five times, and I beat
her the same way every time.
"Just because I m in Canada ... it
was the whole reason I lost." On inter-
national television she went on to say
that she hated Canadians...and all
this on Canadian soil! Now how s
that for a sore loser?
I was certain that CoverGirl would
revoke their endorsement after that
interview! After all, I would think
that a strong, independent and fem-
inine woman would be graceful even
in a difficult loss.
Surely, CoverGirl would insist that
her actions did not match the image
they intended to portray, and would
harm their product.
Yet, from what I could find online,
CoverGirl has said nothing about the
incident. I am shocked by this, given
the goal of a company when endorsing
Companies sponsor athletes for a
number of reasons. The primary goal
is to increase sales of their product.
Athlete endorsement has been shown
to influence customers purchasing
decisions and ultimately boost sales.
This occurs because fans of the
athlete transfer their positive feelings
and trust in the athlete to the product
Fans also tend to associate the
product with the athletic lifestyle,
which they find appealing, and are
more likely to purchase the endorsed
product over similar merchandise.
In this way, companies stay a step
above their competition. The more
exclusive the athlete/endorser rela-
tionship, the greater the ability of the
company to steer prospective cus-
tomers away from the competition.
The more famous the athlete, the
more publicity and recognition the
company will receive.
However, athletes can also generate
bad publicity for their sponsors based
on their behaviour.
Recently, there has been a plethora
of revocation of monies and endorse-
ments from some very popular ath-
letes because of their ugly behaviour.
These actions embarrass the spon-
soring company and are usually in
opposition to the image they want to
project. Consequently, athletes lose
A very recent example is the Ray
Rice incident, where the Baltimore
Ravens running back was seen on
video beating his fiance unconscious
in an elevator.
He lost the support of Vertimax, a
sports equipment company, along
with Nike and EA Sports. Dick s
Sporting Goods and Modell s pulled
his jerseys from their stores.
He now has no remaining active
Lance Armstrong is probably the
most famous. He lost all endorse-
ments from Nike, Anheuser---Busch,
Trek Bicycle Corp, among many oth-
ers, for participating in doping for
years and lying and misleading his
fellow racers and sponsors.
Tiger Woods is another popular
athlete who rightfully suffered because
of his lack of self control and insa-
tiable sexual appetite.
He lost sponsorships from Gillette,
Accenture, Gatorade, AT&T and Tag
Heuer. Nike slashed their $20 million
a year deal by half. His wife must be
quite happy at such punishment.
Indeed, Woods has never been the
English footballer Wayne Rooney
was allegedly accused of cheating on
his pregnant wife with prostitutes.
Coca-Cola s executives said they were
"disgusted" and pulled their endorse-
Similarly, Kobe Bryant was accused
of sexual assault in 2003, and he lost
deals with MacDonalds and Ferrero
Mike Tyson s spiral into the depths
of endorsement loss came after his
former wife claimed that he abused
her. He lost sponsors such as Eastman
Kodak and Nintendo among others
costing him $8-$10 million in a year.
Then there is Michael Phelps who
lost the support of Kellogs after a
picture emerged of him smoking a
So image is extremely important
to companies who endorse athletes...
or at least it should be.
Asking an athlete to represent a
company implies that the company
approves of the athlete, that the ath-
lete is a reflection of the morals and
character of the company.
So maybe CoverGirl is also a sore
unsportsmanlike loser? That s not
strong and independent to me. "Easy,
Breezy, Beautiful Sore Loser!"
•Carla Rauseo, DPT, CSCS, ATRIC is a
Doctor of Physical Therapy and a Cer-
tified Aquatic Therapy Rehabilitation
Instructor at Total Rehabilitation Centre
When sore losers have more to lose
Marlen Esparza, American female amateur boxer, who embodies the perfect image that CoverGirl wants.
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