Department store Belk opted not to renew its endorsement deal with Newton last JanuaryGETTY IMAGES
Panthers QB Cam Newton "stood atop the football world" two years ago prior to Super Bowl 50, but since then his marketability has "taken a few steps back," according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. Newton "faced scrutiny and criticism" for his postgame press conference after Super Bowl 50 in which he "mumbled a few one-word answers and then abruptly left after two minutes." Add in a "firestorm stemming from Newton's sexist remark to a female journalist during an October press conference, followed by another media walkout later the same month, and at least some marketing executives believe Newton has lost some standing as a pitchman." Dannon "dumped Newton" after the exchange with the female journalist. Charlotte-based department store Belk in January '17 also "opted against renewing an endorsement with Newton that included a signature men's clothing line sold in the company's stores." Though Newton's ads are "much less visible" than during his '15 MVP season, he "maintains agreements with Beats, Gatorade and Under Armour, among others." Those three companies and Carolinas HealthCare System are "featured as partners on his foundation website." Newton "benefits from playing the most glamorous position in football as well as a big personality that resonates well with younger fans." But marketing analysts described Newton as "polarizing to fans who are middle-aged and beyond" (BIZJOURNALS.com, 2/2).
