Coming-out narratives of professional athletes on social media: Is it effective or risky to increase marketability or sponsorship?

Coming-out narratives of professional athletes on social media: Is it effective or risky to increase marketability or sponsorship?

There has been a recent trend of athletes making similar announcements and using social media channels. Jason Collins (NBA), Michael Sam (NFL), Martina Navratilova (Tennis) are other notable examples. From a marketing standpoint, does this help or hinder athletes in terms of their marketability and sponsorship?