The inevitability of scandal: lessons for sponsors and administrators

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.

Citation

Connor, J.M. 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