When you hear the term “the official [car, airline, soft drink] of [the New York Yankees, FIFA World Cup, Vail Resorts],” do you ever wonder what that means?
Does it mean a team is so enamored with a particular camera manufacturer, for example, that it only uses its products to take official pictures? Does it suggest a federation is so pleased with one airline’s service that it does all its business through that carrier? That was what I first thought when I heard the term many years ago.
Over time, I came to view such monikers as endorsements purchased like any other advertisement; the “official” designation is meant to add status and distinguish the product from the pack (at the price of a small fortune, no doubt).
Read More