Tom Brady had one of the strongest brands in the sports world, often referred to as the Golden Boy with his charming demeanor, his image as a loving husband and attentive father and of course his enduring role as a leader and as a Super Bowl MVP player in the NFL. He even has his own personal logo. So, what impact will deflategate findings have on Tom Brady’s brand? There are three sides to this answer, depending on your vantage point.
- If you live in New England or if you are a Patriots fan, the answer plain and simple is “no impact.”
- If you are a football fan anywhere else, Brady has been branded a cheat, a liar, someone who should not be eligible for the NFL Hall of Fame and more. The impact is immediate and long-lasting.
- If you are a current or potential sponsor, it remains to be seen if endorsement deals will start to drop and/or disappear, a la Tiger Woods, Lance Armstrong and A-Rod.
Fans are fans, but companies have to consider a myriad of intersecting and conflicting factors with their endorsements. Return on investment. Reputation. Consumer base. Image alignment. Likeability. Customer reaction. These are all thoughts going through the minds of executives and marketing staffs at Ugg, Movado and Under Armour, Tom Brady’s most notable sponsors.
How different would the story have been if Tom Brady had come clean from the start? Many football fans and sports professionals did not think the crime was such a big deal. Like the original “gate” scandal – Watergate – it was the cover-up that was the real crime. What if Brady had gotten on top of this and said “I contributed to this mess. It was stupid. I didn’t realize how much this affects the integrity of the game. Please forgive me.” Would haters have a little more respect for and a more forgiving attitude about his spot in NFL history?
Tiger Woods lost many endorsements after his scandal became public and has been eventually able to recover from it at least from a financial standpoint. Lance Armstrong will not be so fortunate. Perhaps it is because Tiger’s was a personal indiscretion (cheating on his wife) and was not related to his cheating in golf. If so, this does not bode well for Tom Brady. What does bode well for Brady is his legions of loyal followers. Sales of Brady #12 Patriots jerseys have skyrocketed since the announcement of his suspension and purchasers have come from 22 different states with the top five as follows: Massachusetts, Florida, California, Washington and Michigan, according to Fanatics.com, the NFL’s ecommerce partner. Tom Brady’s brand might survive after all.
Leisa Chester Weir
Full disclosure: this unbiased blog is written by a Massachusetts native who is a lifelong Patriots diehard and a proud Tom Brady fan.
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