Mending a bruised image
Concerned by growing uneasiness among fans and marketers about athletes gone wild, the National Football League is embarking on an effort to burnish its brand image by accentuating the positive aspects of the on- and off-field lives of its players.
http://www.nytimes.com/2007/08/30/business/media/30adco.html?pagewanted=1&ref=sports
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