Nike suspends endorsement of NFL star Deshaun Watson over sexual misconduct allegations - CNBC

The first woman who accused Watson of sexual misconduct while receiving private massages spoke publicly on Tuesday.

"The brands are in a difficult situation right now," said Scott Rosner, academic director of the sports management program at Columbia University.

But Roethlisberger was twice accused of sexual misconduct in 2009 and 2010.

"It's an appropriate and fair question to ask," Rosner said of race playing a factor in determining Watson's situation with brands.

Roethlisberger is white and Watson is Black.

But Watson does face more accusers than Roethlisberger which brands will need to consider, too.

Another difference between the two cases is that Roethlisberger faced allegations from one woman while Watson is accused by 22, and those accusations come in the context of the #MeToo movement.

Like Roethlisberger, if Watson does overcome the bad publicity and he gets traded to a bigger market club with more appeal, brands who walk away could open up doors for competition.

And in a social media climate, Rosner said brands looking to keep endorsements with Watson should be concerned moving forward