Sports Fans Sell Their Heads

| April 4, 2003

?I kind of like temporary tattoos and I definitely like donuts,? quips Brittany Ojala to Darren Rovell. The comment aims to explain why the college student decided to plaster a Dunkin? Donuts tattoo across her forehead at a recent sporting event. Unfortunately, Ojala is not alone in so prominently displaying the donut chain?s logo. Many other attendees at this year?s NCAA tournament have also chosen to be a part of the new advertising campaign, which asks fans to don the company?s logo in exchange for a nominal cash reward and, hopefully, a chance to be on a sports stadium?s jumbotron screen. Rovell terms this new form of advertising ?fan branding? and attributes its rise to the fact that ?corporate America has maxxed out advertising space at sporting venues,? meaning that the only viable advertising space still available in arenas has become the fans themselves.
-Amelia Bauerly

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