• Boston Globe, Monday, August 3, 2009 11:02 AM

While we're talking about the American pastime, Jenn Abelson points out that the revelation that David "Big Papi" Ortiz tested positive for "performance-enhancing" drugs several years ago is likely to affect his moonlighting as a spokesjock for brands such as Reebok, JetBlue, and Glaceau -- an activity for which he has reportedly earned about $4.5 million over the years.

"The success or failure of any brand is trust, and David Ortiz has broken this bond of trust," says John Fisher, who runs a sports marketing consultancy in Boston. Fisher points out that fans are likely to be more forgiving of transgressions such as this than businesses, which need to protect their own reputations.

For the record, Red Sox officials, Reebok, JetBlue, Easton, Back Yard Sports, Atari, and Off Beat, which helped Ortiz create a new hot sauce line, refused to comment. Glaceau, Sony and Wise Snacks did not return messages. "It's just a shame because Ortiz has had this pristine, positive image,'' says Boston University professor Chris Cakebread. "And, worst of all, he has criticized other users when he did it himself."

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