Kobe Bryant was charged with sexual assault in 2003, which resulted in him losing a lot of endorsement deals he had, including McDonald’s, Coca-Cola, Spalding, and Nutella. Nike and Upper Deck also reduced their use of his endorsements during several years after the charge occurred. It is understandable that these companies would be reluctant to use him as the face of their brands, because his behavior in his personal life did not reflect the image and values that they wanted to be associated with. Additionally, a celebrity’s negative actions may lead to consumers having source derogation thoughts, which they may then apply to the brand or company name.
Despite all of this, Kobe Bryant’s name is well-known and his ability to attract an audience
Despite all of this, Kobe Bryant’s name is well-known and his ability to attract an audience