Opinions are split on how much equity the New England Patriots' fourth Super Bowl win will add to an already high-value sports brand in light of the Deflategate scandal following Spygate.
There's a tremendous amount of distrust of the Patriots outside of the region, and marketers will be wary of initiating new associations unless the NFL investigation clears the team in the deflated ball controversy, according to Seth Traum, a partner at Vivaldi Partners Group, a New York brand strategy consulting firm.
"The Patriots can — in spite of their success — be seen as a very risky proposition because, right now, the court of public opinion is they've done something wrong," Traum said, noting the team's fair share of "haters" and the "hate bandwagons" for winning teams. "From a consumer perception standpoint, the Patriots start to become public enemy No. 1."
Companies must think about the potential effects on their reputations, and there's a relatively short window to capitalize on a team's success, Traum said.
"Depending on how long and drawn-out the (NFL) investigation is, it could have a financial impact if brands play the waiting game," he said.
Forbes last year ranked the Patriots as the No. 2 most valuable NFL team based on revenue at $2.6 billion, behind the Dallas Cowboys at $3.2 billion.
And a sports team's true brand value is based on winning, according to Harvard sports marketing professor Stephen Greyser.
"The principle element of asset value is performance on the field," Greyser said. "(The Super Bowl win) is going to increase it. If it turns out that the investigation comes out with anything of substance, that will have an effect on the Patriots' brand to some extent."
But, he said, in addition to potentially increased Patriots ticket prices, the win should manifest itself in increased sales of licensed merchandise and increased values of sponsorships and advertising. The Patriots last week announced the Cross Insurance Pavilion and Business Center would open this summer at Gillette Stadium.
"They (Cross) already have seen — without ever being in operation — an increase in the value of their naming rights," Greyser said.
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