Social media blunders from sports teams

Sports Marketing Playbook

By Douglas N. Masters and Seth A. Rose

Douglas N. Masters is a partner at Loeb & Loeb LLP, where he litigates and counsels clients primarily in intellectual property, advertising and unfair competition. He is co-chair of the firm’s intellectual property protection group and he can be reached at dmasters@loeb.com. Seth A. Rose is a partner at the firm, where he counsels clients on programs and initiatives in advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media. He can be reached at srose@loeb.com.

Posted June 10, 2019 4:02 PM

On Mother’s Day, the marketing team for the San Diego Padres learned a valuable lesson about protecting its brand on social media, specifically, Twitter.The baseball team temporarily changed its Twitter handle from @Padres to @Madres to celebrate moms on their special day. It was a clever brand engagement idea, except the team did more than just change its display name for the day — it changed its whole Twitter handle and failed to immediately protect the @Padres handle in a separate, locked Twitter account …

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