– He appeared to be very honest and left nothing in between. There was no hidden agenda and he did not answer at all. He just answered straight out, which gave a good impression. I think he scored on honesty, says Tor W. Andreassen, professor of marketing at the Norwegian School of Management, to NTB.
The professor followed Northug’s press conference on Friday via the media and, like many, was surprised at how serious Northug’s drug problem is. The former ski star admitted that he has a serious drug problem consisting of alcohol, drugs and pills in connection with periodic hard parties.
– I have not taken it seriously, denied it and hidden it from those around me. The consequence is that it has become very serious and extensive, said Northug, who added that he needs help.
– He scores well on openly asking for help, he appears to understand that he has a problem, Andreassen says.
Watch video: Petter Northug: – I have a serious substance abuse problem
Is about limiting the damage
One thing is Petter Northug as a person, something else is the brand name he has built up. The sports profile was previously one of the hottest things you could sponsor. Now the situation is completely different.
– The market value of Petter Northug is zero, Andreassen states.
– Right now, Petter Northug is something you do not want to stick to. You are welcome to help the person, but that is a completely different matter. There is no sponsor who will now call Petter Northug now to negotiate good deals with him.
Now it’s more about whether those who already have agreements with Northug will keep him or not.
– If one drops Northug: what negative publicity will it get? It is about limiting the damage, says the professor.
Woods and Armstrong
But Andreassen does not believe the Northug brand is dead and buried. On the other hand, he believes that Northug can rebuild it.
– The question is whether the brand name Northug can be positive again? And then I think the answer is yes, but that it will take time, says Andreassen and highlights big sports names such as Tiger Woods and Lance Armstrong.
– Both came from a deep personal crisis. Woods recovered through hard work, good sports results and gained media exposure. It’s the same as Northug after his previous drunk driving. Then he trained hard and returned as the king of Falun with gold medals. Now he has to document everyday life in the absence of the limelight, and show the audience that he is the clean, pretty boy we like to see.
Unconditional imprisonment?
It is just over a week since Petter Nordtug was taken in speed control on the E6 at 168 km / h on the way home from a ski collection for children in Trysil. Police found reason to suspect the 34-year-old of driving under the influence of drugs, but Northug denied at the press conference that he was intoxicated on his way from Trysil on Thursday.
Police have charged Northug with speeding, driving under the influence and possession of drugs.
Northug was clear on Friday that he is prepared for it to end with unconditional imprisonment. Still, he thinks it may be positive for him that he was stopped, and he answered in the affirmative if he envisions a future without alcohol and partying.
– Yes absolutely. Getting help is important, and having good people around me. Then I look forward to a good life afterwards, Northug said at the press conference.
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