Ben Roethlisberger's biggest hit this season has been the marketing hit he has taken on the shelves.
CNBC has obtained the latest list of top NFL jersey sales from April through October on NFLShop.com and Roethlisberger is nowhere to be found among the top 25.
The last time he was out of the top 25 was early September of his rookie season six years ago, before he was made the Pittsburgh Steelers starting quarterback.
Roethlisberger began last season ranked fifth in jersey sales and finished the year at No. 11, according to data from NFLShop.com, the league's official store. But after he was accused of sexual assault in Milledgeville, Ga., sales started to precipitously drop off. Charges were never filed in the case, but Roethlisberger was suspended by the NFL for the first four games of the 2010-11 season for violation of the league's personal conduct policy.
"A lot of fans have had it with Ben," said one sports marketing executive. "There was the motorcycle accident in 2006, another accusation of sexual assault in Lake Tahoe in 2008 and now this. And some of it has to do with the fact that the (Steelers owners) Rooneys don't really tolerate this behavior."
In the offseason, Roethlisberger lost a deal with PLB Sports, which made his endorsed beef jerky. Nike hasn't used him in advertising, but hasn't dropped him either. A company official told CNBC on Thursday that he is still under contract with the brand.