After a torrid fortnight - which has seen one Leeds United player arrested over an alleged sex attack, two more Premiership players questioned about an alleged gang-rape and the furore surrounding Rio Ferdinand's failure to take a routine drugs test - brands associated with football have been criticised for their reluctance to comment on the issues.
One Daily Mail editorial last week questioned whether sponsors were as "guilty" as the England players for failing to take a public stand on the Ferdinand drugs test.
Whyte & Mackay, the whisky brand that recently began sponsoring Leeds United, declined to comment on the allegations surrounding the club, which has been besieged by negative publicity in recent years. A spokesman for the distiller vowed that it would "protect its brand" and that it was satisfied with the sponsorship "for the moment".
But sponsorship consultants are warning that the bad publicity risks alienating the youth and family brand owners ploughing millions into the sport each year.
"Sponsors should be holding rights owners to account and be prepared to stick their heads above the parapet," said Tim Crow, director of Karen Earl Consulting.
The Football Association's (FA) five main commercial partners, which include Nationwide, Carlsberg and Umbro, declined to comment on last week's strike threat.
Paul Barber, the FA's director of marketing and communications, said he did not think the events of the past fortnight would cause long-term damage to the image of the sport.
Leader, page 19.
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