Scandal negatively impacts Tom Brady’s endorsement value


BLOOMBERG: New England quarterback Tom Brady will see ill effects financially due to a ball-deflating scandal, a report reveals.

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BLOOMBERG: New England quarterback Tom Brady will see ill effects financially due to a ball-deflating scandal, a report reveals.

Updated polling by Dallas-based Marketing Arm, which produces the index known as the Celebrity DBI, was completed Monday. Twelve days earlier Wells’s report found that Patriots personnel likely deflated game balls to below the National Football League’s allowable level prior to a playoff win over the Indianapolis Colts, and that Brady probably knew. On May 11, he was suspended for four games, a ban he’s appealing.

The DBI measures eight different attributes. It found that consumer trust in Brady dropped to 3,027th of 3,686 celebrities measured, from 967th on Feb. 5, just after he was named Super Bowl Most Valuable Player amid the highly publicized controversy. Whereas he had been in the top third, on par with actors Cameron Diaz and Jon Hamm, trust in Brady now is equivalent to that of conservative commentator Bill O’Reilly and actor Billy Bob Thornton.

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