Sports controversies have a way of scaring off brands—just ask Tiger Woods.

And with Penn State’s football program embroiled in one of the ugliest tragedies to befall a community in recent years, we’re seeing the same pattern of brands distancing themselves from the story.

Liberty Mutual Insurance pulled its banner ads playing up its sponsorship of the coach of the year awards from Penn State’s website and any Penn State fan sites.

Meanwhile, Cars.com cited “allegations surrounding the Penn State football program” as its reason for pulling ads from ESPN’s coverage of this Saturday’s game against Nebraska.

Notably, Chevy, PNC Financial, John Deere, Nike and the American Red Cross said they are not terminating their partnership with the university’s athletic program, according to ABC News.

What would you or your company do?

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