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Whether the dust-up between Stephen Curry and Under Armour keeps mushrooming or fizzles out, this much is true: In an era of contentious politics, the dynamic between high-profile athletes and the big-money sponsors they endorse is growing more complicated.

A player in the rare stratosphere that Curry occupies holds cards, and can now hold a company accountable for its politics and stances on social issues. Time will tell whether Curry, or anyone else, is willing to play the ultimate card by walking away.

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