Dwyane Wade's Sponsors Stand By Him During Public Divorce

Wade's Endorsement Potential Remains "Hot," Despite Public Divorce

Heat G Dwyane Wade's "squeaky-clean image ... got smudged this year" because of a "messy divorce that was quite public," but unlike Tiger Woods, Wade's endorsement potential remains "hot," according to Stephanie Clifford of the N.Y. TIMES. During Wade's "public problems, he stayed in touch with sponsors and fought back against his wife's accusations." Wade said, "I've dealt with my own personal issues, and my sponsors have been on board with me the whole time. They understand that we're in the limelight and there are some things that are going to come up to be negative, some positive." Wade has endorsement deals with Jordan Brand, Gatorade, T-Mobile and Pepperidge Farms, among others. Clifford notes his reputation "got a bit battered" during the the divorce proceedings, as his wife, Siohvaughn, "made allegations including that Mr. Wade had had an affair and that he was a poor father." T-Mobile VP/Brand Communications Marketing Mike Belcher said that Wade has been "straightforward with him throughout." Belcher: "He'd been an outstanding partner and very upfront with us." Belcher said of Wade's personal issues, "We watch it very carefully in terms of what our consumers are saying, if they're saying anything." Clifford reports Wade beginning today is starring in a "new round of NBA-centric commercials for T-Mobile." The ads, via Publicis in the West, Seattle, feature Wade and TNT's Charles Barkley as the latest contribution to the "long-running campaign showing the two athletes taking good-natured jabs at each other" (N.Y. TIMES, 12/17).