Sponsors of the Jets and QB Aaron Rodgers must “confront a very different scenario than the gripping comeback story they had wanted to tie their brands to,” according to Deighton, Graham & Coffee of the WALL STREET JOURNAL. Game Time signed on as an official partner of the Jets in June, and CEO Adam Pennington said the company “still plans to use images of Rodgers in its marketing campaigns this season,” but the injury “is a blow.” Rodgers has endorsement deals with marketers including shoemaker Amberjack, Swiss watch brand Zenith Watches, golf equipment maker TaylorMade and sportswear brand Adidas. According to an Amberjack spokeswoman, the company “will continue with its planned release of a sustainable footwear line co-created and designed by” the QB. An Adidas spokesman said, “We look forward to seeing our longtime partner back on the field.” Rodgers signed a multiyear contract with Adidas in 2015. Rutgers Univ. Assistant Professor Mark Beal said that though Rodgers will not be able to play on the field, he “may still be able to serve as an ambassador for his team and sponsors.” According to the U.S. Virgin Islands Commissioner of Tourism Joseph Boschulte, the territory “isn’t wavering in its support of the team” after it was named the Official Caribbean Destination partner for the Jets last month (WALL STREET JOURNAL, 9/13).
