With the recent scandal surrounding the National Football League, now may be the time for some sponsors to pull out, branding expert Gary Vaynerchuck told CNBC.
It comes down to the health of the business' brand, Vaynerchuck, CEO of Vayner Media and author of "The Thank You Economy," said in an interview with "Power Lunch."
If everything is "smooth and running along" then there is no need for the company to pull its sponsorship of the league, he said.
However, "if your brand is struggling with some other issues itself, this may be a time to step out. And we know a bunch of people that are stepping out will step back in."