brandon
Striker
New balance clearly believe his actions were not acceptable, hence the reason they have stopped the deal.
I would imagine the top people at the company are quiet intelligent and not idiots in any shape or form,
To be fair, they'll have made a decision purely on how (they predict) the public perceive the incident - after all, that's how sponsors work and business work.
I'm not disagreeing with you, just trying to offer balance (no pun intended), I don't believe Multi-million pound sports firms have a moral compass in the grand scheme in honesty.
Edit: @Bri worded it better than me above in fairness.