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Where Favre goes, so does his brand: Sex scandals have major impacts October 17, 2010

Posted by rmshepard in Uncategorized.
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NFL quarterback Brett Favre was known as an elder statesman for professional football, as well as a dedicated husband. That’s why so many Americans were stunned when a story broke in mid-October 2010 that Favre had not only sexually harassed massage therapists while playing for the New York Jets, but also sent racy text messages to a female sideline reporter for the team. Allegedly, Favre sent reporter Jenn Sterger pictures of his genitals, and asked her through numerous voice mails to go out with him on a date. The messages and pictures were eventually made available on sporting news gossip site, Deadspin.

Just how big of a PR crisis is this for Favre? More precisely, how much does he really stand to lose, aside from his wife? According to some accounts, Favre could lose at least $10 million annually in endorsements and over $100 million in total post-retirement earnings! That includes contracts for endorsing a variety of products, future speaking arrangements, and work as a commentator for the NFL and major television networks.

For a discussion on the impact of the accusations against Favre, see the following segment from the Mike and Mike show on ESPN:

Discussion Questions:

1.  Brett Favre has thus far refused to respond to the accusations of misconduct. Is this a smart PR move?

2.  If you were hired as a PR rep, how would you have Favre respond to the accusations against him?

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