At the end of the day, who are we to judge whether a marketer should announce an endorsement deal with an unindicted, uncharged and possibly uninvolved co-conspirator to a sports betting ring? It’s not like Wayne Gretzky was caught doing drugs in a London recording studio with Pete Doherty. Nonetheless, we find the timing a tad off for Roots Canada to be announcing a huge deal with the former NHL star (nicknamed "Betzky" in this New York Post headline from last week). But the company seems nonchalant enough: "We have absolutely no doubts about this deal. We stand behind Wayne Gretzky 100 percent," it said yesterday. Despite what you may be thinking, we think innocent until proven guilty is a lovely concept, but it’s not one marketers are usually familiar with.
—Posted by Catharine P. Taylor