Dave Saunders of Madison and Main scrutinizes NFL’s sponsorship playbook

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Dave Saunders from Madison and Main stopped by the CBS6 studio Wednesday to talk branding, specifically the impact the NFL's domestic violence scandal is having on the league's brand and its sponsors'.

Sponsors add more than a billion dollars to the NFL's bottom line each year, with advertising adding billions more.

So when Anheuser Busch says it's "disappointed" in the NFL's response to the Ray Rice incident, and Nike pulls Adrian Peterson jerseys from its shelves, you can bet the country's biggest sports league is paying close attention.

Listen to Dave's pithy insights into the scandal that could cost Commissioner Roger Goodell his job.