Justin Tucker has been the face of Royal Farms for nearly a decade. Whether the longtime Ravens kicker will continue to promote the Baltimore-based convenience stores remains to be seen.

Nine massage therapists have accused Tucker of inappropriate sexual behavior from 2012 to 2016 in a Baltimore Banner investigation and subsequent article published last week. Tucker has called the accusations “unequivocally false.”

Asked whether Tucker would continue to serve as the spokesperson for Royal Farms and if the company would make any changes to advertising plans, the company declined to comment.

“We are aware of the situation regarding Justin Tucker and are closely monitoring it. At this time, we have no further comment,” Royal Farms spokesperson Aliyah Atayee said in an email.

Kickers are often afterthoughts on NFL rosters and rarely attain the celebrity status that some of their teammates do. But Tucker, arguably the greatest kicker in NFL history and the longest-tenured Raven, broke that mold, becoming well-known in Baltimore. He is under contract with the Ravens through 2027 and earns $6 million annually, placing him among the NFL’s highest-paid kickers.

An opera singer and a Super Bowl champion in his rookie season, Tucker soon became a pitchman for various companies. Royal Farms first hired him in 2015 and he sang in an ad that year for Royal Farms’ coffee.

He has appeared in a variety of commercials for the convenience store over the years. In a recent ad from this past holiday season Tucker is seen sleeping in a chair as a Santa Claus-dressed Royal Farms mascot delivers presents. “World-famous chicken,” Tucker murmurs.

In November, he starred, alongside other Ravens and coach John Harbaugh, in a commercial for the movie “Kraven the Hunter.” For the film, Marvel licensed the character of Kraven to Sony, which produced the movie via Columbia Pictures. Sony did not reply to a request for comment regarding whether it will make any changes to its advertising plans for the film.

Tucker has also promoted Olipop, a soft drink company, and Jimmy’s Famous Seafood, a Baltimore restaurant, in recent social media posts. Neither replied to a request for comment.

In years past, Tucker has promoted products for Dick’s Sporting Goods and Walmart, among others.

After receiving a tip on Jan. 9, The Banner began an investigation and spoke to six massage therapists who said Tucker engaged in inappropriate behavior including exposing his genitals, brushing two of the women with his exposed penis, and leaving what they believed to be ejaculate on a massage table after three of his treatments. At two spas, management said they banned him from returning.

After publication of the investigation Thursday, three additional therapists accused Tucker of sexually inappropriate behavior in a follow-up Banner article. That included one woman who said Tucker stroked her inner thigh during a massage and left what she believed to be ejaculate on the table. In total, nine women at five high-end spas and wellness centers have shared their accounts with The Banner.

One woman said she did not come forward until after The Banner’s investigation because she was “terrified.”

“What if I’m the only one who comes forward? I’m just some girl, and I’m going up against the king of Baltimore,” said the woman, whom the Banner is identifying as M. The women asked to be identified by a letter to protect their privacy, fearing retaliation from the Ravens organization or fans.

After publication of the original investigation, Tucker posted a statement on social media saying he had never been accused of acting inappropriately in front of a massage therapist and calling the allegations “false and incredibly hurtful to both me and, more importantly, my family.”

“In accusing me of misconduct, the article takes innocuous, or ambiguous, interactions and skews them so out of proportion they are no longer recognizable, and it presents vague insinuations as fact. This is desperate tabloid fodder,” Tucker said.

After the investigation was published, a Ravens spokesperson said that “we take any allegations of this nature seriously and will continue to monitor the situation.” The NFL said it will “look into the matter.”

An NFL investigation and possible consequences could be crucial to whether brands will continue to sponsor Tucker, said Amna Kirmani, a marketing professor at the University of Maryland’s Smith School of Business whose research focuses on branding and morality.

Royal Farms, and other brands that Tucker has sponsored, will likely “wait and see,” she said. If they take a stand — either by publicly supporting him or by speaking out against his alleged behavior — they could alienate part of their customer base.

“Frankly, it’s totally a business decision,” Kirmani said in an interview.

Ads featuring Tucker remain on the Royal Farms’ YouTube channel, but it is unclear if the company is continuing to air ads with Tucker on television.

Royal Farms, which operates nearly 300 stores across the mid-Atlantic, will likely keep a “strong eye on social media to see how people are reacting,” Kirmani said. The court of public opinion is essential. It wasn’t until the public saw video of former Ravens running back Ray Rice assaulting his then-fiancée, Janay Palmer, that the Ravens terminated his contract in 2014, she noted.

If an NFL investigation does lead to consequences for Tucker, there would be an “asterisk next to his name as far as sponsors go.”

“What Royal Farms doesn’t want is their brand to be associated with someone who has bad moral character,” Kirmani said.

Controversy has not always prevented athletes from signing deals, though.

Ravens wide receiver Zay Flowers was connected to a Baltimore County Police investigation last year after a woman told police there was a “violent domestic incident,” according to a police report, in Owings Mills that left her with “multiple bruises.” Flowers was not charged in the incident, however, and fans have embraced him.

He has since added sponsorship opportunities, including a prominent partnership with M&T Bank.