The Wells Report released yesterday on the "Deflategate" scandal will leave Patriots QB Tom Brady "scrambling temporarily to recover his endorsement footing," according to sports marketing experts cited by Jordan Graham of the BOSTON HERALD. Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said, "I think Brady is so iconic a figure, and so untouchable, that I don’t see the words 'more probably than not' being enough to affect his endorseability or marketability or reputation." Dorfman added, "He’s one of the few players that seems to be universally liked, his character seems to be pretty spotless off the field." Indiana Univ. sports marketing professor Antonio Williams said that Brady will likely "come out of 'Deflategate' unscathed because he has built his endorsements largely around luxury and fashion companies like Ugg and SmartWater, which can withstand more turmoil on their field -- or in the clubhouse -- than a sports-related endorsement could." But Williams added, "Among general NFL fans, I think it’s going to hurt the perception. People who are casual fans may stray away" (BOSTON HERALD, 5/7). CNBC’s Andrew Ross Sorkin said, “If you’re Kevin Plank and you run Under Armour and you’re backing Tom Brady, is he upset today? Is this bad for his business?” (“Squawk Box,” CNBC, 5/7). In L.A., Bill Dwyre writes this "proves that Brady is no Peyton Manning." Brady is a "superstar athlete who got caught with his makeup off" (L.A. TIMES, 5/7). ABC’s Ryan Smith said the report is “likely a blow to the credibility” of Brady (“GMA,” ABC, 5/7).
