The inevitability of scandal: lessons for sponsors and administrators

James M Connor (Lecturer, School of Business, University of New South Wales at Australian, Defence Force Academy, Northcott Drive, Canberra ACT, Australia 2600)
Jason Mazanov (Senior Lecturer, School of Business, University of New South Wales at Australian Defence Force)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 April 2010

Abstract

Why has the reporting of scandal in sport been increasing? This paper focuses on the commercialisation of sport and changes in the media landscape. A case study of the Australian Rugby League competition and its long-running series of scandals concludes that scandal is inevitable in sport, and that marketing strategies must incorporate this. The authors propose a new strategy - embracement - as an effective way of mitigating scandal and leveraging for sponsor market position.

Keywords

Citation

Connor, J. and Mazanov, J. (2010), "The inevitability of scandal: lessons for sponsors and administrators", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 3, pp. 29-37. https://doi.org/10.1108/IJSMS-11-03-2010-B004

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Publisher

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Emerald Group Publishing Limited

Copyright © 2010 by Winthrop Publications Limited

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