In 2014, Sherwin-Williams, through its acquired brand Frazee Paint, thought they’d hit a marketing home run. They plopped a giant paint can in the left-center field of Angel Stadium, promising a cool $1 million to the Angels Baseball Foundation—a charity focused on kids—if an Angels player could smack a home run right into it. It sounded like a win-win: free publicity for Sherwin-Williams, a potential windfall for a good cause, and a fun gimmick for fans. But when Justin Upton’s 444-foot homer bounced into that can in 2017, Sherwin-Williams showed their true colors—and it wasn’t a pretty shade. This story isn’t just about one company’s fumble; it’s a glaring example of how corporate sponsorships in sports often prioritize profit over people, and why teams need to shift their focus back to fans and the spirit of the game.
The Sherwin-Williams Paint Can Debacle: A Masterclass in Missing the Mark
Let’s set the scene: September 19, 2017. The Angels are trailing the Cleveland Indians 6-2 in the ninth inning. Justin Upton steps up and crushes a solo shot to left-center. The ball clears the fence, takes one hop, and lands in the giant Sherwin-Williams paint can. The crowd roars, not just for Upton’s career-high 32nd homer, but because they think a million bucks is headed to the Angels Baseball Foundation. Kids’ programs, community outreach, baseball for underprivileged youth—score!
But wait. Sherwin-Williams had a catch, buried in fine print from a 2014 press release: the ball had to land in the can on the fly. No bounces allowed. Since Upton’s homer hopped once before hitting the bucket, Sherwin-Williams refused to pay up. The sign in the outfield screamed “Angels Home Run in the Can $1,000,000,” with no mention of the “on the fly” rule. Fans felt duped. Media outlets like ESPN, GQ, and the Los Angeles Times pounced, calling it a “lame technicality” and a PR disaster.
Sherwin-Williams could’ve turned this into a PR slam dunk. They’re a Fortune 500 company with nearly $12 billion in annual revenue at the time. A million dollars was pocket change, and the donation was tax-deductible. Imagine the headlines if they’d said, “Close enough! We’re donating anyway!” The goodwill would’ve been worth far more than the $692,000 in media exposure they got from the controversy. Instead, they clung to legalese, alienating fans and tarnishing their brand. It was a textbook case of cause-related marketing gone wrong—using charity as a prop for profit, only to back out when the moment called for generosity.
Corporations in Sports Are Often All Talk, No Heart
Sherwin-Williams’ paint can stunt is just one drop in a bucket of corporate missteps in sports. These sponsorships often look shiny—big logos, flashy promotions, promises of charity—but too many prioritize brand exposure over genuine impact. Companies dangle charitable pledges with strings attached, turning feel-good moments into marketing ploys. As the Los Angeles Times pointed out, these schemes beg the question: if the cause is so worthy, why make the donation conditional? American Express donated $39 million to charities in 2015 but tied much of it to consumer spending. Why not just give directly? Because it’s not about the cause—it’s about the bottom line.
This corporate greed creeps into every corner of sports. Stadium naming rights go to banks and telecoms that fans don’t care about. In-game promotions feel like ads, not fun. Ticket prices soar while corporate suites get the best views. Fans, the lifeblood of sports, are sidelined while teams chase deep-pocketed sponsors who see stadiums as billboards, not sacred spaces. Sherwin-Williams’ refusal to pay wasn’t just a PR flop; it was a symptom of a system where corporations call the shots, and fans get shortchanged.
Fan-First, Sport-Focused Sponsorships
Sports teams don’t have to keep swinging for corporate cash at the expense of fan satisfaction. It’s time to rethink sponsorships, putting fans and the game first. Here’s how:
- Partner with Brands That Love the Sport Instead of generic corporations, teams should seek sponsors tied to the game’s soul. Think local breweries, sporting goods makers, or brands that live and breathe baseball. These partnerships feel authentic, not forced. A bat manufacturer sponsoring a home run derby or a local restaurant hosting fan meet-and-greets builds community, not just revenue.
- Make Promotions Fan-Centric: Ditch the fine print and focus on fun. If the Angels had partnered with a sponsor for a straightforward promotion—like $10,000 to a fan-chosen charity for every home run, no strings attached—it’d spark joy, not controversy. Fans want to cheer, not decode legal terms. Promotions should enhance the game-day experience, not feel like corporate homework.
- Invest in Fan Experience Over Corporate Perks: Teams should prioritize affordable tickets, better food options, and fan engagement over luxury boxes for corporate bigwigs. The Angels Baseball Foundation does great work for kids, but imagine the impact if teams funneled more sponsorship dollars into free youth clinics or fan giveaways. That’s the kind of legacy fans rally behind.
- Support Local and Transparent Causes: Sponsorships tied to charity should be direct and transparent. No “on the fly” nonsense. Partner with local nonprofits and make giving unconditional. Fans want to see their team make a real difference, not play PR games. A sponsor donating to rebuild community ballfields or fund youth leagues would resonate far more than a gimmicky paint can.
The Call to Action: Teams, Choose Fans Over Corporations
The Sherwin-Williams paint can saga is a cautionary tale. A million-dollar promise turned into a PR nightmare because a corporation chose legal nitpicking over goodwill. But it’s also a wake-up call. Sports teams have the power to shift the game. By prioritizing fan satisfaction and authentic, sport-focused sponsorships, they can rebuild trust and make stadiums feel like home again.
Imagine an Angel Stadium where every home run triggers a cheer for a local cause, no fine print needed. Where sponsors are brands fans love, not faceless giants. Where the focus is on the crack of the bat, the roar of the crowd, and the kid in the stands dreaming of their own big league moment. That’s the future of sports—if teams have the guts to ditch corporate greed and swing for the fans.
What do you think? Should teams keep chasing corporate dollars, or is it time to put fans first? Drop your thoughts below, and let’s talk about how we can make sports about the game again.
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