Some experts believe Richardson's classy handling of the situation has only raised her imageGETTY IMAGES
Sports business experts are saying that "counterintuitive as it may seem," U.S. sprinter Sha’Carri Richardson is "actually more marketable today than she was a week ago because her name recognition has skyrocketed, the attention has been mostly sympathetic and marijuana use no longer carries the stigma that it once did," according to Jeff Eisenberg of YAHOO SPORTS. Richardson "hasn’t blamed anyone but herself" for the one-month suspension that will keep her out of the Tokyo Games, and instead has "apologized to fans and sponsors and taken full responsibility." S.F.-based Baker Street Advertising Creative Dir Bob Dorfman said, "Her classy handling of the situation has only raised her public image. She’s now more valuable to her current sponsors, she can land new ad deals and she can charge more for appearance fees, autographs and the like.” Eisenberg noted if Richardson is "truly more marketable after her failed drug test, then a big reason is that many more Americans are aware of her now." The "outcry over Richardson’s Olympic ban has catapulted a headliner in a niche sport to mainstream relevance." Richardson’s failed drug test seems to have "inspired more sympathy than outrage." Nike "stood by Richardson last week, praising her 'honesty and accountability.'" Even though Richardson now has the "clout to promote mental health awareness or fight for the legalization of marijuana," sports business experts are "split on whether the time is right for her to pursue endorsements" (SPORTS.YAHOO.com, 7/8).
