Maybe I'm assuming incorrectly, but I'd assume if the Shibs are seeking sponsors, those may be lined up already. Agents work to get that stuff lined up well in advance of the Olympics.
I will trust
@tony 's reporting that Brennan is getting her knives out, and I'd guess Hersh won't be far behind following up.
Hard to feel badly for the USFS when they're aware of the situation and, apparently, hoping it will go away or the small portion of the populace who've seen the video will conveniently forget it.
"This 11 minutes (or 40 minutes) doesn't reflect who we really are, and is taken out of context," is likely the Shibs only spin. How that will fare if/when other skeletons start falling out of the closet and get reported is where the story could really snowball on them from a P.R. perspective. We've already rumored Alex's ex about his mentally abusive behavior, but if other former rink mates corroborate these stories, it's a recipe for a much bigger story than figure skating boards and skating X/Twitter.