Atlanta – Corporate America has tolerated Atlanta Falcons quarterback Michael Vick’s questionable behavior before – from making an obscene gesture to fans to trying to bring a water bottle with a hidden compartment through an airport – but his indictment on federal charges related to a dogfighting operation could be the final straw, sports marketing experts say.
And it may not make a difference whether he is convicted or acquitted.
“In the consumer’s mind, it’s very different than in the minds of jurors,” said Jeff Bliss, president of The Javelin Group, a Virginia-based sports marketing firm. “Whether it’s true or not, the association with that is going to be very difficult for him to overcome.”
Among Vick’s biggest marketing deals in recent years has been his affiliation with athletic footwear and apparel maker Nike Inc. The Beaverton, Ore.- based company sells jerseys and shirts emblazoned with his name or number and offers a line of shoes.
The company said in an e-mail to The Associated Press on Wednesday that it is aware of the Tuesday indictment and is “reviewing the information,” but declined to comment on whether Vick’s deal with Nike is in jeopardy.
Nike relies heavily on its endorsements with athletes and, historically, has not been quick to dump them amid allegations of misdoing. The company has a long-standing relationship with cyclist Lance Armstrong despite rumors of doping during his career.
Nike kept a $45 million contract with NBA star Kobe Bryant when he was arrested on a charge of sexually assaulting a female employee at a Colorado resort. The criminal charge against Bryant later was dropped, but Nike did not use his image in advertising for two years following the arrest.
Bob Cramer, a sports marketing expert in New York, said Vick’s indictment in the dogfighting case could make it difficult for Vick to sign new marketing deals or keep the ones he has.
“You do see a pattern developing,” Cramer said. “In the minds of the public, sometimes perception is reality.”
