The NBA and UnderArmour—the athletic clothing manufacturer that made Curry the highly paid face of the brand in a 2015 deal that will earn the player well over $100 million—should worry that Curry will do for basketball what Colin Kaepernick and his comrades have done for football.

As a result of similarly ill-conceived public protests, the bloom seems to be coming off the NFL’s rose as football ratings continue the downward slide that began last season. According to CNN, “NBC’s ‘Sunday Night Football’ in the first two weeks of the regular season is down 7% in viewership compared to last year; ESPN’s ‘Monday Night Football,’ is down 5%; and the averages of Sunday afternoon games on Fox and CBS are down 11% and 19% respectively, according to Nielsen data.”

To underscore the point, when 49ers hosted the Los Angeles Rams Thursday night, half the seats were empty.