HRC Blog

BREAKING: ESPN to issue apology for homophobic NBA ad

February 2, 2009

From Daryl Herrschaft and Eric Bloem of HRC's Workplace Project: This past weekend brought us the latest installment of advertisers using homophobia to sell their products. This time, the ad was on ESPN promoting its NBA programming. The ad features NBA star Shaquille O'Neal rejecting the offer of a “fist kiss” from sports commentator Mike Breen. The spot is generating significant concern in the LGBT community for its portrayal of affection among men as “disgusting”. We've contacted a member of ESPN's diversity department who's worked with HRC for a long time. She assured us that they were taking the matter seriously and that the ad would be getting pulled and an apology issued. It seems that the ad was approved lower down the food chain and, once reasonable folks became aware of it at HQ, they saw the offense. More will be forthcoming.... ***UPDATE 4:21 PM EST: ESPN responded today with this statement:

We have dozens of executions of the "NBA on ESPN RV Tour" online campaign and none are intended to be offensive to anyone or any community of people. Our intent is to send a positive message about the camaraderie of sports and to do so as creatively as we can. However, we understand your perspective on this ad and would like to apologize to the members of the gay community. In addition, we have decided to remove the ad from the campaign’s online executions. ESPN has a long-standing tradition of supporting diversity in the workplace and beyond. We are fully committed to continuing a dialogue that welcomes and recognizes diverse perspectives. We appreciate your bringing your concerns to our attention. - Rob Tobias- Vice President, Media Relations, ESPN