Tiger Woods vs. Tonya Harding
In this excellent commercial from Nike does Tiger Woods dad Earl Woods asks him a few questions before Tiger’s return to golf. Smart to stick with the Tiger (Resumé).
Tiger did behave badly. I think the effect of his behavior depends on the sport. When Tonya Harding behaved badly it become the success factor of figure skating as an commercial sport.
Personally I have played table-tennis a fun sport but the culture in the sport really badly need stars with badly behavior to attract commercial attention.