Backlash with a Black Eye: CoverGirl and the NFL

CoverGirl is the latest of NFL sponsors facing backlash after TMZ released a video showing Baltimore Raven’s running back, Ray Rice knocking out his then fiancé Janay Palmer in a hotel elevator a few weeks back. The video has sparked controversy over the handling of Ray Rice’s suspension by NFL Commissioner Roger Goodell.

As the official beauty sponsor of the NFL, CoverGirl released a new line of official team make up looks this season targeting female fans with the slogan “Get Your Game Face On.” These advertisements have become the latest ammo for those pushing for Goodell’s resignation over the mishandling of Rice’s suspension. Over the weekend the “Get Your Game On” advertisements were doctored to depict an abused woman with a bruised eye. Tweets accompanying the image contained the hashtags #GoodellMustGo and #BoycottNFL.


Original CoverGirl Ad


Altered CoverGirl Ad

The CoverGirl  “Get Your Game Face On” microsite was down on Monday, September 15th following the altered images going viral on Twitter but has been relaunched.

On September 16th Cover Girl released a statement in reaction to the use of their ads.

 As a brand that has always supported women and stood for female empowerment, CoverGirl believes domestic violence is completely unacceptable. We developed our NFL program to celebrate the more than 80 million female football fans. In light of recent events, we have encouraged the NFL to take swift action on their path forward to address the issue of domestic violence.

How do you think CoverGirl is handling this anything but easy, breezy, beautiful situation?


Meghan McVeighMeghan McVeigh is an account manager at Visible Measures who loves all things advertising. She received her BSBA from Northeastern University’s D’Amore-McKim School of Business where she fell in love with Boston and its booming startup scene. When she’s not scouring the web for the latest innovative ad campaigns, Meghan enjoys traveling, boats, and brunch.
Read more about and from Meghan: Meghan’s WiLab Profile

Originally posted 2014-09-22 13:00:12. Republished by Blog Post Promoter