Will corporate America turn back on Vick after dogfighting case?

<p>Corporate America has tolerated Atlanta Falcons quarterback Michael Vick's questionable behavior before _ from making an obscene gesture to fans to trying to bring a water bottle with a hidden compartment through an airport _ but his indictment on federal charges related to a dog fighting operation could be the final straw, sports marketing experts say.</p><p>And it may not make a difference whether he is convicted or acquitted.</p><p>"In the consumer's mind, it's very different than in the minds of jurors," said Jeff Bliss, president of The Javelin Group, a Virginia-based sports marketing firm. "Whether it's true or not, the association with that is going to be very difficult for him to overcome."</p><p>Among Vick's biggest marketing deals in recent years has been his affiliation with athletic footwear and apparel maker Nike Inc. The Beaverton, Ore.-based company sells jerseys and shirts emblazoned with his name or number and offers a line of shoes in his name.</p><p>The company said in an e-mail to The Associated Press on Wednesday that it is aware of the Tuesday indictment and is "reviewing the information," but declined to comment on whether Vick's deal with Nike is in jeopardy.</p><p>Nike relies heavily on its endorsements with athletes and, historically, has not been quick to dump them amid allegations of misdoing.</p><p>The company has a long-standing relationship with cyclist Lance Armstrong despite rumors of doping during his career.</p><p>Nike kept a $45 million contract with basketball star Kobe Bryant when he was arrested on charges of sexually assaulting a female employee at a Colorado resort. The criminal charges against Bryant later were dropped, but Nike did not use his image in advertising for two years following the arrest.</p><p>Bob Cramer, a sports marketing expert in New York, said Vick's federal indictment in the Virginia dogfighting case could make it difficult for Vick to sign new marketing deals or keep the ones he has.</p><p>"You do see a pattern that's been developing," Cramer said. "In the minds of the public, which all of these companies are marketing to, sometimes perception is reality."</p><p>If the allegations prove true that Vick was a part of a competitive dogfighting operation in which some dogs were tortured and killed, "he's pretty much done in the marketing world," Cramer said.</p><p>Cramer agreed that even if Vick is cleared of the charges, the perception could spell trouble for his endorsement deals.</p><p>"I think his reputation has already been damaged," Cramer said.</p><p>The indictment is far from Vick's first run-in with bad publicity.</p><p>Last year, Vick settled a lawsuit filed by a woman who claimed the player knowingly gave her herpes. She also claimed that he used the alias "Ron Mexico" while seeking treatment for the sexually transmitted disease.</p><p>Last November, Vick made an obscene gesture toward Atlanta spectators as he walked off the field after the Falcons lost at home to the New Orleans Saints 31-13. He later apologized.</p><p>In January, security screeners at the Miami airport stopped Vick from boarding an AirTran Airways flight with a water bottle that turned out to have a hidden compartment with a dark substance in it. Vick said he used it to store jewelry. Officials later said no illegal drugs were in the bottle.</p><p>In 2004, Vick started as a a pitchman for Orlando, Fla.-based discount carrier AirTran, which has its hub in Atlanta. The company dumped Vick in May. It did not issue a press release at the time, but there were local news reports on the subject.</p><p>AirTran spokesman Tad Hutcheson said Wednesday the company "decided to go in a different direction and we chose not to renew Mr. Vick's contract."</p><p>The previous month, Vick missed a Capitol Hill appearance and then his publicist blamed a delay of an AirTran flight for Vick not being there. AirTran has said that while a flight carrying Vick from Tampa, Fla., to Atlanta was late, causing him to miss his connecting flight to Washington, the airline booked him on a later flight to Washington, but he didn't show.</p><p>AirTran is now using other Falcons players to promote the airline.</p><p>Vick also was a pitchman for The Coca-Cola Co.'s Powerade sports drink, but that relationship ended three years ago because "Powerade's brand strategy shifted from a focus on traditional sports, to nontraditional sports," spokeswoman Susan Stribling said.</p><p>___</p><p>AP Business Writer Sarah Skidmore contributed to this report from Portland, Ore.</p>

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