T-Mobile has announced it will no longer sponsor the Fox News program hosted by Tucker Carlson following remarks widely criticized as racist.
On Monday night, Carlson said: “This may be a lot of things this moment we are living through, but it is definitely not about black lives. Remember that when they come for you, and – at this rate – they will.” The comment generated significant backlash across social media and from customers.
T-Mobile received numerous complaints from customers urging the carrier to stop supporting Carlson’s show. Mike Sievert, T‑Mobile’s CEO, responded directly to one of those messages on Twitter, stating the company will not advertise on the program.
Same. We aren’t running ads on that show and we won’t be running ads on that show in the future. Bye-bye, Tucker Carlson!
— Mike Sievert (@MikeSievert) June 10, 2020
T‑Mobile later clarified its position: the carrier said it had not placed ads on Tucker Carlson’s program since early May and confirmed it had cancelled all future ad placements. The company also reaffirmed its support for efforts to confront racial injustice.
Of course. We haven’t run ads on Tucker Carlson Tonight since early May and have cancelled all future placements. We will continue to support those who stand against racial injustice.
— T-Mobile (@TMobile) June 10, 2020
Several other major advertisers, including Papa John’s, Disney, and Vari, also pulled their ads from Carlson’s show in response to the controversy. These advertiser withdrawals reflect a broader corporate trend of reassessing media placements tied to inflammatory commentary.
Mike Sievert, who replaced longtime T‑Mobile CEO John Legere in April, has continued a confrontational and outspoken public style similar to his predecessor. Sievert assumed leadership at a challenging time: nationwide protests over racial discrimination coincided with the ongoing coronavirus pandemic, creating a complex environment for corporate leadership.
During both the protests and the pandemic, reliable connectivity and clear communication have become essential for individuals, communities, and businesses. T‑Mobile’s public stance underscores the role many brands are choosing to play in social issues while maintaining service during a period of heightened demand.
(Photo by Mateus Maia on Unsplash)
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