Dannon, the American arm of French yoghurt brand Danone, has reportedly signed an endorsement deal with National Football League (NFL) star Dak Prescott, just days after announcing that it was ending its sponsorship agreement with Carolina Panthers quarterback Cam Newton.
According to industry sources close to the agreement, cited by multiple sources in the US media, the Dallas Cowboys quarterback will star in his first Dannon TV commercial this week. No NFL player has signed more endorsement deals this year than Prescott, who also has contracts with Beats By Dre, Pepsi, Frito-Lay, Tostitos, Campbell’s, 7-Eleven, New Era Caps and AT&T.
Dannon terminated its partnership with Newton following his controversial remarks towards a female reporter last Wednesday. Charlotte Observer journalist Jourdan Rodrigue asked the 28-year-old about wide receiver Devin Funchess embracing the physicality of routes. Newton laughed and responded: “That’s funny, to hear a female talk about routes like that. It’s funny.”
Following a public and media backlash to the comments, Dannon cut ties with Newton a day after the exchange. The company stated that it was ‘shocked and disheartened’ at the behaviour of the 2015 league MVP, which it perceived to be ‘sexist and disparaging to all women’.
Newton has since apologised for the comments in a video released via his personal Twitter account.
“If you are a person who took offence then I sincerely apologise to you,” he said. “During this process I lost sponsors and countless fans. I realise the joke is on me. Don't be like me. Be better than me.”