Ex-Bruin Tyler Seguin?s controversial homophobic tweet could cost him lucrative endorsement deals as he struggles to establish himself in a new market, and is just the latest example of the perils of social media for athletes, social media and sports marketing experts said.
Seguin?s tweet, referencing a profanity-laced ?Full Metal Jacket? quote about Texas, drew immediate backlash despite the fact it was deleted almost instantly, but screenshots and retweets remain all over the Internet. The reaction prompted the new Dallas Star to delete his Twitter account, blaming ?hackers.?
Seguin, trying to establish a marketing presence in Dallas, may have just scared off any opportunities he may have had, said Stephen A. Greyser, a Harvard Business School professor and sports marketing expert. Greyser said Seguin has not risen to the level of superstar that would allow him to weather this incident.
?Why take a chance on a person who is still potential rather than high performance, is new in the market and has issues not only of talent but of character?? Greyser said.
Kim Zayotti of Blue Sky Sports & Entertainment, a Norwell agency that represents Dustin Pedroia and Zdeno Chara, said social media has become a crucial part of an athlete?s marketability, but it?s ?hazardous.?
David Gerzof Richard, president of Big Fish Communications and a social media professor at Emerson College, agreed.
?(Athletes) have a direct channel, their own personal soapbox. They can get into trouble.?
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