"His price is way-off what it was before the incident, " said David Schwab, vice president and managing director of Octagon First Call, a celebrity-marketing arm of Interpublic Group of Cos.

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Sports Illustrated has already reported that Lewis is set to join ESPN as a football analyst, a move that does not surprise David Schwab, the managing director of Octagon First Call, a marketing agency.

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One challenge facing Rousseau and David Pottruck, Schwab's co-CEO, is this: As Schwab begins to go after the high-end of the retail investment market (see story), it will find itself up against stiffer competition.

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