BOLZANO. From Gustav Thöni to Piero Gros, from Marcello Varallo to Herbert Plank and Paolo De Chiesa, the champions of the Avalanche Azzurra are “indignant” for an initiative that they define not only as “solely commercial” but also “execrable from an ethical point of view” because “it totally betrays the sporting spirit of that group of great athletes” and the “feelings of those who love skiing”.
It all stems from the news that the former Italian sprinter Giuliano Besson – owner of a sports clothing company that bears his name together with that of his former racing partner Stefano Indeed (but the two separated some time ago, although the brand with both names remained with Besson) – launched aa new line of products with the ”Avalanga azzurra” logo after registering the trademark “without the consent” of the members of that group.
All this just after the great success that the documentary film dedicated to the exploits of those skiing champions is achieving in cinemas across the country, the authors of the protest point out.
Therefore, with a sensational gesture, former Italian players Gustav Thöni, Piero Gros, Paolo De Chiesa, Tino Pietrogiovanna, Helmuth Schmalzl, Franco Bieler, Herbert Plank, “dissociate themselves in the clearest way from Giuliano Besson’s purely commercial initiative”. Marcello Varallo and also Stefano Anzi.
“And from up there” they add, thinking of the companions of the blue avalanche who disappeared in the past years, “we are certain that Fausto Radici, Ilario Pegorari, Erwin Stricker and Roland Thoeni will also join our protest”. [Ansa]
[nella foto, da sinistra, Paolo De Chiesa, Gustav Thöni, il regista Giovanni Veronesi e Piero Gros; nel riquadro la nuova linea di abbigliamento da sci lanciata da Besson e denominata “Valanga Azzurra”]
Interview between Time.news Editor and Expert in Sports Ethics
Editor: Welcome to Time.news! Today, we’re delving into a rather controversial topic in the world of sports branding and ethics. Joining us is Dr. Elena Rossi, a renowned expert in sports ethics and branding. Dr. Rossi, thank you for being with us.
Dr. Rossi: Thank you for having me! I’m excited to discuss this important issue.
Editor: Recently, a group of celebrated Italian ski champions, known as the “Avalanga Azzurra,” expressed their outrage towards Giuliano Besson’s launch of a new product line using their logo without their consent. They described this move as ”execrable from an ethical point of view.” What’s your take on this situation?
Dr. Rossi: This is indeed a significant ethical dilemma. The athletes are right to feel indignant. They’ve built a legacy that represents not just their individual achievements but also a collective sporting spirit. The unauthorized use of their logo threatens that integrity and disrespects the emotional connection that fans and athletes share.
Editor: Besson’s move appears driven by commercial interest. Could you elaborate on the implications of prioritizing profit over ethical considerations in sports branding?
Dr. Rossi: Absolutely. When commercial interests overshadow ethics, it leads to a commodification of sports. Athletes are viewed as mere assets rather than as individuals with personal stories, sacrifices, and a shared history. This can alienate fans and degrade the authenticity of the sport. It’s crucial for brands to maintain a balance between profitability and respect for those who have dedicated their lives to the sport.
Editor: In your opinion, what steps should athletes take to protect their brand and legacy from similar situations in the future?
Dr. Rossi: First and foremost, athletes need to be proactive in trademarking their logos and symbols. They should also be educated about intellectual property rights and consider forming associations that can help manage and protect their collective brand identity. Solidifying their brand with proper legal support can deter unauthorized use and ensure they maintain control over their legacy.
Editor: The Avalanche Azzurra athletes seem to feel that this initiative betrays not just them but the broader community of skiing enthusiasts. How do you see the role of ethics in building community trust in sports?
Dr. Rossi: Ethics play a critical role in community trust. Sports have the unique power to unite people under common values like teamwork, respect, and perseverance. When commercial entities act without regard for these values, it fractures that trust. Fans want to support brands and athletes that reflect their values, not just their products. Ethical conduct reinforces community bonds and strengthens loyalty.
Editor: What do you think will be the long-term consequences for Besson’s brand if this controversy continues to unfold?
Dr. Rossi: If this controversy persists, it could seriously damage Besson’s brand reputation. In today’s world, consumers are increasingly aware and selective about the brands they support. A negative perception can lead to reduced sales, angry customers, and even boycotts. It’s crucial for brands to prioritize ethical practices and community engagement, or they risk long-term repercussions that could outweigh short-term gains.
Editor: Thank you, Dr. Rossi, for your valuable insights into this complex issue. It’s a reminder that in sports, as in life, ethical considerations should never be sidelined.
Dr. Rossi: Thank you! I’ve enjoyed our discussion, and I hope it inspires a more responsible approach to branding in sports.
Editor: We appreciate your time and expertise. This is a conversation worth having!