Aaron Rodgers - Downfall of a ‘Brand’?

It was 2014 and Aaron Rodgers was flying high. He already had his second MVP season in a span of two years. Cut to 2025, the Super Bowl champion is reportedly without a team. And media executives don’t want him in the booth as well.

The Green Bay Packers legend, along with Tom Brady, was once synonymous with the NFL. Little surprise that at his peak, Rodgers was a marketing powerhouse, earning $7.5M annually from his endorsements around 2015 (and about $10.5M in 2025).

A decade later, those days feel like a distant memory.

• He was the second-most-popular NFL star behind Tom Brady, with interest in his personal life, brand, and other off-court stories at an all-time high.

• In the last 12 months, Rodgers-related content on EssentiallySports received a whopping 50% fewer eyeballs than Brady’s. 

His brand is no longer the asset it once was. Rodgers’ ability to attract sponsors plummeted at the turn of the last decade. The downward trend started in 2021 when Rodgers’ controversial COVID-19 vaccination comments ignited public fury. And the numbers showed.

The Fall From Grace

Rodgers’ controversial remarks around vaccines put a heavy dent in his public image. His frequent war of words with the media subsequently didn’t help his case, either.

• Between 2023 and 2024, footfall from Facebook on Aaron Rodgers news saw a staggering 92% decrease – signaling a clear shift in social media sentiment.

• It was quite evident that the 2011 Super Bowl Champion, now in his twilight days, isn’t appealing to younger fans.

Although Rodgers still holds a spot in the top-five most popular NFL players list, the gap between him and the rest is widening.

Fans who had once admired the man for his leadership were now questioning his judgment. From the altar of worship, they dragged him through the mud. And naturally, brands couldn’t ignore the backlash.

The first blow came from his oldest ally, State Farm. They quietly scaled back its use of Rodgers in national campaigns. On the other hand, Prevea Health parted ways with the 2011 Super Bowl champion entirely. Rodgers’ endorsements – once a cause for envy – began to fade. And it faded fast.

The Financial Impact

Once the NFL’s most marketable star, Rodgers' favorability index plunged from 32 to 15. In 2021, State Farm featured Rodgers in just 1.5% of ads (previously 25%) before quietly ending their partnership — costing Rodgers $3M/year in endorsements.

While Rodgers’ brand was losing ground, fellow NFL stars were finding new ways to stay relevant. Tom Brady, for example, transitioned smoothly into broadcasting, landing a $375M deal for 10 years.

Rodgers, on the other hand, has struggled to create a similar post-career opportunity.

Not that he has lost all his charm. Quite the contrary. In 2023, According to OLBG’s Marketable Index Score, Rodgers finished:

• 4th in follower count (2.1 million)

• 4th in audience reachability (91%)

• 3rd in audience authenticity (72.5%)

• 1st in earned media value ($55.14)

• 1st in sentiment analysis of post comments (69.8%)

In fact, EssentiallySports trend analysis shows it’s growing. People’s interest in news about Rodgers went up by 1.5x from 2022 to 2023. However, media executives are still skeptical because his public image continues to weigh down his marketability. Although his content has witnessed a significant boost in recent months, it’s driven by curiosity—not admiration.

For Rodgers to reclaim his brand power, he must shift public perception. It isn’t just about football — it’s about perception. For Rodgers, rebuilding his brand won’t be impossible — but in the business of sports, perception drives profitability. Right now, Rodgers is losing both.

Pro volleyball’s rise is undeniable. From NCAA finals drawing massive audiences to professional leagues gaining serious traction, the sport is no longer just a niche—it’s breaking into the mainstream.

In 2023, the NCAA Division I volleyball championship aired live on ABC instead of its usual ESPN2 spot. At first glance, this may have seemed like a minor shift, but beneath the surface, it was part of a much larger trend: pro volleyball’s remarkable ascent.

For years, top-tier college stars and future Olympians had no choice but to play overseas to build their professional careers. Fast forward to 2025, and the landscape has transformed.

Volleyball’s Momentum in Numbers

The emergence of three major pro leagues—League One Volleyball (LOVB), Pro Volleyball Federation (PVF), and Major League Volleyball (MLV)—has created new pathways for athletes to shine on home soil. With rising stars, expanding media deals, and an engaged fanbase driving momentum, pro volleyball’s next big leap isn’t just possible, it’s already underway.

• 2023: LOVB raised $35 million in Series B funding, with high-profile investors like Jayson Tatum, Lindsey Vonn, and Candace Parker.

• 2024: The PVF’s first three matches drew 24,713 fans, including a sold-out Grand Rapids vs. Columbus game.

• 2025: The inaugural PVF All-Star Match on CBS peaked at 445K viewers.

• The Texas vs. Nebraska NCAA finals attracted a staggering 1.7 million viewers on ABC.

These numbers tell a compelling story, but they only scratch the surface. EssentiallySports data reveals even deeper insights into volleyball’s surging popularity. The total fanbase of pro volleyball has increased by over 770% between 2022 and 2023.

Clearly, fans aren’t just watching—they’re seeking deeper coverage.

As three-time NCAA champion Madisen Skinner told us on the EssentiallySports Think Tank podcast: “There’s so many girls that now have amazing platforms in college that inspire the next generation of female athletes... it’s awesome to see women’s sports start to get the recognition & platform they deserve.”

But despite this growth, volleyball’s rise isn’t without risks. In fact, a bunch of simultaneously run leagues can be a recipe for disaster. 

The Challenge: Can Volleyball Maintain Its Momentum?

What if two franchises from the same region play in separate leagues? Will it be possible for them to hold a stable fanbase? Early signs suggest that fans prefer centralized coverage. Since LOVB debuted early this year, our Volleyball content has witnessed a dramatic rise receiving a total of 822K eyeballs, half of which came via LOVB, within a few weeks.

It proves that fans crave a cohesive viewing experience. This presents a unique opportunity for media companies and brands to align with volleyball during this pivotal growth phase.

What’s Next for Pro Volleyball?

Pro volleyball may still be waiting for its ‘Caitlin Clark moment’—a breakout star who transcends the sport and grabs mainstream attention. But every sport doesn’t need a meteor, sometimes a galaxy of stars does exactly the same job. 

What volleyball does have is a powerful team dynamic that resonates deeply with fans. This trend indicates a unique opportunity for brands to align themselves with volleyball at a pivotal moment, ensuring they’re part of the sport’s ascent while capitalizing on the growing demand for exclusive, high-quality content.