The management of Radisson Hotel have announced their decision to effectively suspend the company's sponsorship agreement with Minnesota Vikings in light of the swirling scandal about running back Adrian Peterson assaulting his 4-years old son.
In a statement published on its website, the company's management explain the gravity of the issue, noting that Radisson has a history of dedication to safeguarding the rights of children.
"We are closely following the situation and effective immediately, Radisson is suspending its limited sponsorship of the Minnesota Vikings while we evaluate the facts and circumstances," the statement from the company reads.
The withdrawal of sponsorship is one of the yardsticks pundits use to measure if a scandal has reached its 'boiling point.' Currently, only three companies - Radisson, Nike and Wheaties - have taken any actions against the running back. However, it is interesting to note that the punitive actions have not been directed against the NFL.
Ravens' running back Ray Rice suffered a similar fate last week after EA Sports and Nike cut ties with him following reports that he had abused his fiancee.
Meanwhile, several top sponsors, including Anheuser-Busch, PepsiCo, Marriott Hotel and FedEx have directed the NFL to take the necessary steps to resolve the damaging crisis.
On Monday the management of the Minnesota Viking reinstated Peterson, who had been suspended since his assault case became public last week, after the team suffered a humiliating loss in his absence. Speculations are rife that the troubled athlete, who has expressed regret for his actions, may be transferred to another team or even released from his contract.
Legal experts say the team may have betrayed their belief that the case would go Peterson's way by reinstating him before he has been officially exonerated. Peterson could face up to two years imprisonment and be hit with a fine of $10,000 if he is found to be guilty.
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