案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
Valvoline dropped its World Cup ambassador after she called for a hotel siege
On live TV, Ana Valero urged fans to storm Ecuador's team hotel before a World Cup match — hours later fans did, and Valvoline cut her loose.
Valvoline · 2026-07-04
怎么回事
Ana Valero, a Mexican sports journalist and a brand ambassador for Valvoline Global LATAM during the 2026 FIFA World Cup, appeared on Fox Sports Mexico's Mother Soccer program ahead of Mexico's round-of-32 match against Ecuador.
On air, Valero told viewers where Ecuador's team was staying: "I want to make an urgent call, please, I ask that starting at 11 pm you go to the Hotel Westin in Santa Fe... take them a serenade, fireworks, firecrackers, don't let them sleep. Remember: to the Westin Hotel, starting at 11 pm."
Hours later, dozens of Mexican fans gathered outside Ecuador's hotel with mariachi bands, drums, flags and fireworks, trying to keep the team awake the night before the match. Ecuador lost the game and was eliminated from the World Cup; its federation asked FIFA to investigate whether the disturbance had affected the team's rest and preparation.
As backlash spread on social media, Valvoline Global LATAM posted a statement distancing itself from Valero's remarks: "We do not endorse actions or statements inconsistent with these values or that affect the spirit of football." The company confirmed she no longer worked with the brand, adding that any statement she made was personal and did not represent the company's position.
为什么会这样
- A World Cup sponsorship buys proximity to the tournament's goodwill — an ambassador who organizes harassment against a rival team spends that goodwill in the opposite direction, in public.
- Valvoline's statement drew a sharp line the moment the ambassador's own broadcast, not a rumor, was the evidence — there was nothing to investigate, only a clip to react to.
- The same tactic recurred days later against England's team, showing the behavior the brand's campaign was built around had already spread beyond its control.
教训
Valvoline's World Cup ambassador used her own broadcast to organize a hotel siege against a rival team; the brand's statement of distance came within a day of the clip going viral.
后来呢
Ecuador's federation formally asked FIFA to investigate the hotel disturbance's effect on the team's preparation. The same harassment tactic — fans gathering outside a rival hotel with fireworks and mariachi bands — recurred days later before Mexico's own round-of-16 match against England, reviving the debate over the practice without another brand having endorsed it.
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