CASE 7
Interlinked Case Study Brief (Superbowl)
Companies Involved:
1. Apple Inc. (Apple Music): Recently sponsored Superbowl
Halftime show.
2. Fenty Beauty: Cosmetics brand by Rihanna (Artist who recently
performed in the Superbowl Halftime show)
3. NFL: The Super Bowl is the annual final playoff game of the
National Football League to determine the league champion.
4. Fox News: The Fox News Channel, abbreviated FNC,
commonly known as Fox News, is an American multinational
conservative news entertainment and political commentary
television channel and website based in New York City.
Each Case Brief:
1. Apple Music
2015 Apple Music violated antitrust laws as Apple used its dominant
position in the music industry to force labels to abandon free, adsupported music streaming services in favor of apple music’s paid
subscription.
Conflict with other Companies:
a. Fenty Beauty/ Rihanna:
- Recent conflict could revolve around the control Apple Music has
as a company over the distribution and promotion of Music. Low
Royalty rates for artists.
- The inability of Fenty Beauty to promote products on
sites/platforms which Apple deems to be “Competitors”
- Another possible conflict may be a dispute over the use of a
particular song or music video in a Fenty beauty commercial.
- The Distribution or Modification of Rihanna’s music despite lack
of consent (intellectual property right issues)
b. NFL:
- HR issue: How apple music underpaid the Background dancers in
the NFL Superbowl performance
-Disagreement Over distribution of Superbowl-related content to
apple music subscribers.
- Different content distribution strategies between the two
companies. Conflict of interest.
- Sponsorship conflict: Apple music reaches out to a player in an
NFL team with a sponsorship agreement that clashes with the current
sponsorship deal between apple and NFL.
-NFL could have an exclusive sponsorship with a particular brand
which could limit the potential revenue Apple Music could generate
from their sponsorship deal.
c. Fox News:
-Apple Music may endorse an artist for the Superbowl content that
may be seen as offensive or controversial for fox news viewers.
-Disagreement of licensing fees.
-Political, Ideological conflict (fox news is a conservative news
channel)
- Fox News is a major broadcaster of the Superbowl and often
provides its own commentary and analysis, Fox News may have
controversial/offensive opinions about the performance.
-May possibly lead to the boycott of Apple Music.
2. Fenty Beauty/Rihanna:
This brand has been successful since 2017 and is widely praised for
its inclusivity and range of foundation shades.
A conflict arises around the use of “inclusivity” as a marketing tool
despite not doing enough for people of color and other marginalized
groups.
Another conflict of “Greenwashing” is where the company uses
environmental themes without putting in meaningful efforts.
Conflict with other companies:
a. NFL:
- Fenty Beauty is a Brand praised for it’s inclusivity and diversity
however NFL is a football league that has faced criticism in the past
over its lack of diversity and inclusion,
-Fenty Beauty could be seen as a “hypocrite” for endorsing the
NFL’s lack of diversity while having a brand image about
“Inclusivity”
-2018: Rihanna turned down the offer to perform at Superbowl
Halftime show in solidarity with Colin Kaepernick, former NFL
quarterback who had started a protest movement against police
brutality and racial injustice.
b. Fox News:
-2018 Rihanna criticized fox news for using her music in a segment
without consent
-Rihanna was critical of Fox News host Laura Ingraham after
Ingraham made disparaging comments about the late rapper “Nipsey
Hussle” who had been killed.
- Fox News is conservative and Fenty is known for its inclusivity so
there is a difference in brand values and messaging.
- Association of Fenty and Fox news could tarnish Fenty’s brand
perception.
- Fox News criticized Rihanna for including Johnny Depp in her
Fenty x Savage fashion show. (Both are domestic Violence victims)
3. National Football League (NFL)
- Internal controversies:
Players protesting racial injustice.
Mishandling domestic violence cases concerning players (Ray
Rice) and the player was only suspended.
Lack of diversity on the coaching and front office positions.
Not doing enough to protect players health.
Conflict with other companies:
a. Fenty Beauty:
- NFL was severely criticized for mishandling domestic
violence cases and the founder of Fenty beauty “Rihanna” is a
Domestic Violence victim.
b. Fox News:
- Difference approaches to covering social and political issues.
- Control over media rights
- Perception of league: fox news has a loyal following, and this
can change the perception of the league.
4. Fox News
-Sexual harassment and discrimination of employees
-Biased reporting
-Controversial hosts and guests
-Lack of legitimacy