TY  - JOUR
AB  - 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.
VL  - 11
IS  - 3
SN  - 1464-6668
DO  - 10.1108/IJSMS-11-03-2010-B004
UR  - https://doi.org/10.1108/IJSMS-11-03-2010-B004
AU  - Connor James M
AU  - Mazanov Jason
PY  - 2010
Y1  - 2010/01/01
TI  - The inevitability of scandal: lessons for sponsors and administrators
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 29
EP  - 37
Y2  - 2024/04/24
ER  -