Tuesday, December 21, 2010 By Alik Ourfalian [ArticleImageHyperLink] Advertising Armenians protest Kobe’s deal (Dec. 22, 2010) -- Last Tuesday, CNBC reported that Kobe Bryant of the Los Angeles Lakers signed a two-year endorsement deal with Turkish Airlines. Bryant was described as the “global brand ambassador” by the airlines. Although it’s a mere business deal to promote nonstop flights from Los Angeles to Istanbul beginning in March, the Armenian community, led by the Armenian Youth Federation, has expressed protest. According to the LA Times, “some [are] threatening to boycott the basketball player unless he backs out of the contract.” “I personally believe it’s his choice,” senior Ani Shakhverdyan said. “However, I’m against it. But I don’t think Armenians should judge him based on that because nowadays anyone would do anything for money.” The AYF’s protest is not that Bryant is simply endorsing with Turkey. “Kobe spoke out against the Darfur genocide a few years ago,” junior Aram Boyadjian said. “He can make a difference and speak out against the Turkish denial of the Armenian Genocide by backing out of this deal.” The AYF is also hopeful that if Bryant backs out of the deal, he will also raise awareness and support for the Armenian Genocide Resolution to pass in the House of Representatives to recognize the Armenian Genocide. “Obviously he cares only for the money,” junior Sipan Ghazaryan said. “It doesn’t mean we should give up.” Ghazaryan said that by speaking out against Bryant’s deal and making noise on the subject, be it on the KCAL 9 News last Tuesday night or an article in the LA Times, Congressmen will gain knowledge on the Genocide and the Resolution. “This will increase the chances of congressmen voting ‘yes’ on the Resolution,” he said. It’s obvious that endorsement deal is a matter of making money for Bryant, but is this more than just a business deal? “He may look at it and see it as money,” business teacher Elaine Snodgress. She also said that Bryant is in a position where he can pick and choose his endorsements. According to the Sports Illustrated 2010 Fortunate 50, he made $10 million last season from endorsements alone. “The guy makes millions,” she said. “But whether he agrees on the ethics or moral of the deal is his choice.”

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