One of the biggest talking points coming out of the Thursday night opening game of the NFL season between the Denver Broncos and the Carolina Panthers didn't even happen during the game.
Broncos linebacker Brandon Marshall dropped to one knee before the start of the national anthem and stayed in that pose until it finished while every other player on the field remained standing.
Marshall was protesting against perceived civil injustices in American society and while the NFL has not taken a stand against such protests one of Marshall's sponsors has been quick to react.
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The Air Academy Federal Credit Union ended its relationship with Marshall today via an announcement on their social media platforms.
It is interesting that while Marshall explicitly said in his post-game comments that his protest was not aimed at the military or police he was dropped by a sponsor with very strong military connections.
Marshall became the latest in a string of athletes, including San Francisco 49ers quarterback Colin Kaepernick and women's soccer star Megan Rapinoe, to choose to protest the anthem with the kneeling pose.
This is, however, the first time we have seen a reaction from a sponsor in this way and the speed at which the AAFCU distanced their organization from Marshall is telling.
There are expected to be more, perhaps many more, protests in a similar fashion this weekend as the world watches the various NFL teams kick off their seasons. It will be interesting to see if any other companies follow the AAFCU if one of their sponsored athletes takes a stand that they disagree with as an organization.