Dive Brief: 

• On Monday night, hospitality brand Radisson dropped its sponsorship of NFL team the Minnesota Vikings after learning the team has temporarily reinstated Andrian Peterson —a player currently under investigation for child abuse. 
• The announcement caused a social media windfall — on the Tuesday after the announcement alone, Radisson received 58% of its total online consumption for the past three months. 
• If stats hold true for Wednesday and Thursday, Radisson will have received 81% of the brands total online consumption for the summer, which is basically receiving a quarter's worth of free publicity. 

Dive Insight: 

The Peterson case has been clogging up social feeds everywhere, so it's no surprise that anything related to the scandal is getting attention. Radisson's positive results should teach brands that it's not only morally important to take a stand, but that it can be a strategic marketing move as well.