Nike comes under fire after Rooney's foot is broken

by Jennifer Whitehead, Brand Republic 02-May-06, 08:50

LONDON - Nike, which pays millions of pounds to sponsor the world's most famous footballers, is under fire for creating the boot worn by Manchester United and England striker Wayne Rooney when he was injured during a match on Saturday.

Parents are now being advised by sports injury experts to avoid the £120-a-pair Nike Total 90 Supremacy boot for their children after Rooney broke one of the metatarsal bones in his foot while playing against Premiership rivals Chelsea.

At the same time, Rooney's injury, and the question mark it puts over his appearance at the World Cup in June, could be a serious spanner in the works of the companies who have sponsored him -- including Coca-Cola and computer games maker EA.

Broadcasters could also be hit by declining television audiences for World Cup games, should the unthinkable happen and England be eliminated from the tournament in the early stages.

England had, prior to Rooney's injury, been seen as one of the favourites, but the picture now is not so certain -- England crashed out against Portugal in Euro 2004 in the quarter finals after Rooney was injured.

A recent survey published by BBDO put Rooney as the third most-valuable footballer in terms of branding, at £30m. He trailed behind England captain David Beckham at £31m, and the £33m Ronaldinho, who is also sponsored by Nike and EA.

Rooney's sponsors have stood by the young player, even after a series of tabloid stories reporting he had used prostitutes, including one who was a grandmother.

The Sun newspaper has been doing its bit to ensure that Rooney is back on his feet for June 9 by encouraging readers to do a special dance based on Native American magic. And Rooney is reported to be sleeping in an oxygen tent over the next few weeks to improve his chances of recovery.

Pic: Soccer-Europe.com

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