DraftKings Faces Backlash and Issues Apology for Insensitive 9/11-themed Bet

DraftKings Faces Backlash for Insensitive 9/11-Themed Bet

In an unfortunate lapse of judgment, online betting company DraftKings issued an apology on Monday after offering a 9/11-themed bet on its app. The controversial wager titled “Never Forget” was a parlay bet that the New York Mets, New York Yankees, and New York Jets would emerge victorious on Monday, September 11. The offering, as shared in a screenshot on Twitter and confirmed by a DraftKings spokesperson, read: “Bet on these New York teams to win tonight on 9/11.”

A Serious Misstep

DraftKings, known for its online sports betting platform, came under fire for the insensitivity of its 9/11-themed bet. The company quickly issued a statement expressing regret, acknowledging the significance of the day and the pain it entails for many Americans, particularly the families directly affected by the tragedy, and emphasizing that they respect the gravity of the occasion.

This incident is not the first time a US company has faced such backlash for offering a 9/11-themed marketing gimmick. Back in 2016, retail giant Walmart had to apologize after approving a 9/11-themed display of Coca-Cola boxes arranged to resemble the World Trade Center, with a “We Will Never Forget!” banner waving above it at a Florida store. Similarly, San Antonio-based Miracle Mattress faced backlash that same year for promoting a “Twin Towers sale” that trivialized the tragic event. AT&T also found itself at the center of controversy a few years earlier for a tweet that showed a smartphone against the backdrop of the New York skyline, with lights beaming up from where the Twin Towers once stood.

A Question of Taste and Respect

While advertising and marketing are essential facets of any business, there are certain historical events and tragedies that should never be exploited for profit or used as a marketing gimmick. The September 11 attacks, which claimed the lives of nearly 3,000 innocent individuals, represent one such event that demands reverence and sensitivity.

Any form of exploitation or trivialization of such monumental human tragedies not only does a disservice to the memory of those who lost their lives and the survivors but also undermines the collective empathy and respect society should uphold. It is essential for businesses to exercise caution, empathy, and moral judgment when crafting marketing campaigns or offerings that touch upon sensitive subjects.

Advice for Companies

For companies navigating the difficult terrain of marketing, it is crucial to remember that trivializing or exploiting historic tragedies can severely damage a brand’s reputation and alienate customers, potentially resulting in long-lasting negative consequences.

When contemplating marketing campaigns or offerings that intersect with sensitive subjects, businesses should:

• Exercise empathy: Take into account the emotional impact certain themes or events may have on individuals or communities, and approach them with sensitivity.
• Consider diverse perspectives: Seek input from a diverse range of individuals within and outside the organization to ensure a comprehensive understanding of the potential implications of marketing decisions.
• Engage in responsible marketing: Adopt a set of ethical marketing principles that prioritize respect, inclusivity, and social responsibility.
• Listen and apologize: If a misstep occurs, acknowledge the mistake, issue a sincere apology, and take steps to rectify the situation.
• Learn from past mistakes: Reflect on previous incidents where companies faced backlash for insensitive marketing and use those lessons to avoid similar missteps in the future.

Companies must remember that their actions carry the weight of responsibility, and the trust of their customers and the public at large must be nurtured and protected. By incorporating empathy, respect, and responsible decision-making into their marketing practices, businesses can preserve their reputation and contribute positively to the collective social fabric.