Tom Brady needs to make a statement following the just released NFL report which says he was "at least generally aware of the inappropriate activities" of a locker room attendant in "Deflategate.”
If 5WPR represented Tom Brady, we’d advise him to make a generic statement today surrounding this controversy to ensure that it passes quickly.
He should say, “As a world-class athlete I am well-aware of the rules and regulations of the NFL. If I have ever done anything to break any rule, I was unaware.”
With that statement, this is case closed and finished.
Brady has always been the ultimate competitor, and is a champion. He is very marketable and will remain so. His brand will remain highly marketable and he won’t lose even one sponsor as a result of this.
The report was vague in its language blaming Brady – noting he was "at least generally aware of the inappropriate activities" – and it was far from a clear-cut indictment of Brady.
Football fans want Tom Brady to win, and while the Tom Brady brand will be damaged, this is not the same as a steroids controversy, or an arrest.
This report, for the Tom Brady brand is the equivalent of being listed as probable for the next game.
In the big picture, this too shall pass. And he’ll still wake up tomorrow next to his wife, supermodel Giselle Bundchen.
Tom Brady is no Tiger Woods, Alex Rodriguez or Mike Tyson. He’s very marketable and this report will largely be a non-factor for Brand Tom Brady.
Ronn Torossian is the CEO of 5WPR, a leading independent PR firm.
While finding the right solution to a problem is still important, the work that differentiates effective communications leaders is problem-finding—identifying the real risk before it becomes visible, reputational or irreversible.
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