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What I do feel is that WHEN people accept paid endorsements, they need to step it up to a higher level of behavior simply because of our fascination with celebrities and the fact that a certain percentage of the population will try to emulate them.
I think this applies to A-Rod, for sure. He knew what he was doing.
But think back to the Olympics for a bit. How many athletes can you name? I have 3 - Shawn Johnston, Nastia Liukin, and Michael Phelps. And I watched a LOT of hours of the Olympics. I know these names because the media built them up, which builds ratings, which builds ad revenue. Otherwise, only people who followed swimming would realize that winning 8 golds was kind of a big deal. So he gets pushed into the limelight by the media while doing his thing. This was BEFORE he had the major promotional contracts.
I guarantee that because of the media buildup, people would be up in arms about the pot thing, regardless of whether he does commercials for Speedo. He's not in the limelight because of the endorsement deals, he's in the limelight because the media needed a story to increase viewership during the Games, and he made a good one.