It should not be a big surprise that Nike has said it is sticking by embattled Penn State University and its former football coach Joe Paterno. The athletic apparel maker doesn’t cut and run when one of its clients get into trouble, and the strategy has paid off for the world’s most valuable sports brand.After Los Angeles Lakers star Kobe Bryant got a heap of bad publicity in 2003 when he was accused of sexual assault, McDonald’s decided against extending their sponsorship deal with him. But Nike stuck with Bryant. The chargers were subsequently dropped and Nike extended their deal with him in 2007. As Bryant’s image rebounded and the Lakers won the NBA championship in 2009 and 2010, you’d have to say Nike’s decision paid off.
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