May be time for some sponsors to leave NFL: Branding expert

Power Rundown: NFL, Alibaba & BlackBerry

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.

Read More NFL sponsor wrath: Can they change the league?

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."

Gary Vaynerchuk
Joseph Branston | .net magazine | Getty Images

Proctor & Gamble canceled its breast cancer initiative and several sponsors issued statements last week after allegations of domestic and child abuse roiled the league. Ray Rice was indefinitely suspected and booted from the Baltimore Ravens after video surfaced of his punching his then-fiancee and Minnesota Vikings star Adrian Peterson was indicted on charges of child abuse.

On Friday, NFL Commissioner Ray Goodell addressed the issue and said, "We're going to clean up our house, we're going to get this straight, and we're going to make a difference, and [our sponsors] want to see us make that difference."

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Should or shouldn't NFL sponsors pull out?

Jim Stengel, former global marketing officer for Proctor & Gamble said Goodell's statement was a start, but he would like to see more action.

"Bringing in the advisers [is a] good step. He should talk more about that, what their plan is, what their priorities are," he told "Power Lunch."

"It's a long-term partnership, the NFL and these sponsors … so they need to be all in, talking about their needs, what they can do together."

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The NFL is a powerful and loved brand, Stengel added. "This is nothing to give up on. It's about bearing down, getting stronger, growing through this crisis."

By CNBC's Michelle Fox.