Now let's say that athlete tweets something extremely offensive to thousands of people. Is that sports organization not supposed to punish the athlete for his/her comments? Should brands continue endorsing?
This is exactly what happened to Pittsburgh Steelers running back Rashard Mendenhall. In the days following Osama bin Laden's death, Mendenhall tweeted some misbegotten thoughts that could be interpreted as sympathetic to bin Laden (personally, not as leader of al Qaeda). He tried to explain himself, but just dug the hole deeper, until Champion dropped him as an endorser. The Steelers tend to keep their discipline for stuff like this out of the papers, but it's worth mentioning that Mendenhall hasn't tweeted since last season's training camp started.