It could be a while before the National Football League star repairs his brand image off the field, suggest marketing experts.
Watson’s likability metrics declined throughout 2021. Companies and professional leagues use Q Scores to measure an athlete’s marketability.
Scott Rosner, director of the sports management program at Columbia University, said Watson would need to prove he’s remorseful before Nike should consider reactivating his deal. Watson can’t come across in public as cocky or not being a good teammate, either. But even if that works, Rosner said Watson’s appeal still won’t “be for most brands.” Watson, says Rosner, will need to “convince the company that it’s worth the potential brand damage they could have.
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