Sports Biz
SPORTS BIZ SLIDESHOWS
SPORTS BIZ VIDEO
- Maria's Basketball Lesson With Kareem Abdul-Jabbar
- Bill Murray's Golf Strategy
- Martin Sorrell: Ad Spending Up This Year
- Victor Cruz Wins Vizio Top Value Performer Award
- Giants Ticker Tape Parade
- Donald Trump: Why I Endorse Romney
- Baseball Great Curt Shilling Has Game
- Oddest Odds of Winning the Super Bowl
- Social Super Bowl Touchdown
- Did Vegas Beat the Super Bowl Spread?
- Maria's Basketball Lesson With Kareem Abdul-Jabbar
DARREN ROVELL'S SPORTS INDEX
ABOUT SPORTS BIZ
Serena's Outburst Might Have Cost Her
Text Size 
Sports Business Reporter
 |
AP Serena Williams |
None of her sponsors - Nike [NKE
Loading...
()
], Gatorade [PEP
Loading...
()
] and Kraft [KFT
Loading...
()
] -- dropped her and a Tampax [PG
Loading...
()
] endorsement, signed before the Open, was even announced in the days after she was criticized for her behavior.
But a new poll exclusively released to CNBC.com by the Davie Brown Index, an index that measures a celebrity's ability to influence brand affinity and consumer purchase intent, shows Williams might have taken a hit.
Her appeal score, taken this week, dropped more than eight points, as compared to a poll taken in July. Her endorsement score dropped more than five points and her trust score dropped almost five points in the DBI Index.
The DBI's Chris Anderson said opinions certainly have changed, but it might be "because the image of her yelling at the line judge is still so fresh."
Anderson said about the same number shift happens, in a positive light, when a player wins an MVP award. But that doesn't mean Williams won't feel the affects of her actions for months, and maybe years, to come.
"It could have been over quickly if immediately after she said, 'Boy, I messed up,'" Anderson said. "But she didn't. It just continued on. And that what makes people upset. How long will they be upset for? We'll have to keep an eye on it."
Questions? Comments?
Data is a real-time snapshot *Data is delayed at least 15 minutes
