Fallout continued yesterday for former Baltimore Ravens running back Ray Rice, as video game publisher Electronic Arts said it's scrubbing him from its recently released "Madden NFL 15," and Nike dropped its endorsement deal with the disgraced athlete.
EA Sports said it would remove Rice from its game's roster Friday via an online update, citing his indefinite NFL suspension after a video surfaced showing him striking his then-fiancee in February.
The companies couldn't afford to ignore the social media response to Rice's knock-out punch to his now-wife, said Boston University sports marketing expert Chris Cakebread.
"It really is the outrage that emanated from our new social consciousness that has caused (them) to retrench so quickly," he said. "The last thing a marketer wants to do is look even more embarrassed than the NFL."
While other pro athletes have rebounded from incidents in their personal lives — PGA golfer Tiger Woods for cheating on his wife and NFL quarterback Michael Vick for his role in a dog-fighting ring — it will be hard for Rice to make a comeback, Cakebread said.
"We have a very short attention span in North America for athletic misbehavior," he said. "But there's misbehavior and just incredible violence against women, and nobody has a stomach for that — especially with video evidence."
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