Chase Field, like many Major League Baseball stadiums, is filled with advertisements. However, one specific advertisement from a particular company is creating significant issues for the Arizona Diamondbacks and other sports teams.
Sam Blum, a staff writer at The Athletic focusing on Major League Baseball, has investigated this matter and shared insights on The Show podcast.
Background on Crèmily
MARK BRODIE: The core of the issue revolves around a frozen yogurt company, correct?
SAM BLUM: Yes, it’s primarily about a frozen yogurt company, but it also concerns Steven Delaportas, the CEO. His history includes numerous lawsuits and even criminal investigations, dating back decades. Under his leadership, the company followed a troubling pattern, leaving behind a trail of unpaid debts and negatively affecting many lives.
The Impact of Advertising
MARK BRODIE: The company, called Crèmily, had notable advertising at Chase Field, especially during significant moments like the Diamondbacks’ World Series appearance. Their signs were highly visible when players celebrated by jumping into the pool.
SAM BLUM: Indeed, Crèmily was marketed as a French-style frozen yogurt company. However, they struggled to produce actual frozen yogurt in substantial quantities, often providing just regular soft-serve ice cream at the stadium.
The Flawed Business Model
Delaportas’s mismanagement extended to partnerships with farms like Ronnybrook Farm in New York, which ultimately faced severe financial strain due to Crèmily’s unpaid bills. This troubled relationship indicates a broader issue regarding Delaportas’s approach to business.
Questionable Leadership
MARK BRODIE: Delaportas was brought in by the company’s founder, Kylie Schuyler. Did you find any indication of whether she was misled or if she was complicit in his actions?
SAM BLUM: It’s likely a mix of both. Schuyler has a history of legitimate business dealings but also connections to less-than-ideal activities, such as her husband’s involvement in the Varsity Blues scandal. Initially, she seemed to have a genuine intention behind Crèmily, claiming that profits would support women and girls globally. However, as troubles arose, she failed to distance herself from the unfolding controversies.
Employee Experiences
While Schuyler and Delaportas were reluctant to speak, many employees eagerly shared their experiences. The turmoil surrounding Crèmily impacted their job prospects, with potential employers referencing the company’s downfall. Some employees, like Brendan Cunningham from the Diamondbacks, were recruited as credible figures for Crèmily but later felt misled when the company collapsed.
