The NBA’s attempt to censor a player promoting an unofficial sponsor backfired in spectacular fashion. During a post-game press conference, LA Lakers guard D’Angelo Russell defied the league by repeatedly name-dropping “Coco5”, a sports drink brand he endorses, despite warnings from officials.
Russell took the podium after the Lakers’ win Sunday and prominently displayed a Coco5 drink. When asked about it by a reporter, Russell proudly proclaimed it was “my partner” and dared the NBA to “fine me.” Officials hastily removed the drink from view but the damage was done.
Even after the presser ended, Russell continued chanting “Coco5” to ensure maximum exposure. Video of the rebellious act has since gone viral, racking up over 580,000 views and millions of impressions. The brand, owned by Loop Capital Markets founder James Reynolds, is thrilled with the sudden success of its “best promotion in history.”
The NBA’s censorship efforts spectacularly backfired. In trying to control and limit players’ sponsor deals, the league turned an ordinary post-game interview into a marketing phenomenon and public relations win for Coco5. Russell, who scored 17 points in the Lakers’ win, and fellow Coco5 endorsers like Devin Booker and Derrick Rose have benefited from the surge in buzz and brand visibility.
The NBA has yet to announce whether Russell will actually face a fine for his defiant promotional tactics. But after this PR fiasco, the league may think twice before trying to silence players and their partners again.
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