Since the team owner is essentially the boss of everyone on the team, we expect them to set a higher standard. While not typically the face of the team's brand, they have the ability, if not the responsibility, to at least create some parameters around what will or won't be tolerated. Clearly Sterling doesn't see it that way -- there are rules for his "employees" but those don't apply to him. Imagine if the CEOs of some of the world's most famous brands decided to do the same.
More often than not, they don't, but when they do, it doesn't take much to remind a CEO that a poorly worded comment or a badly thought out campaign - even with the best intentions - can cause significant negative impact on the brand, and ultimately on product sales.
Remember last fall when Guido Barilla, the Chairman of Barilla Group, one of the largest pasta manufacturers in the world, said he would never feature gay families in their company's commercials? Within hours, different retailers and gay rights groups across the globe were calling for a boycott of the company's products. Social media blew up with pictures of the company's trade mark pasta boxes renamed "Bigotoni" rather than "Rigatoni."