Cashing in on scandal

Jun 23, 2010
Cashing in on scandal
Savvy sport sponsors should seek opportunity in scandal

(PhysOrg.com) -- Scandals in sport are unavoidable and managers and sponsors should start looking for marketing opportunities in bad behaviour, according to a new study.

James Connor and Jason Mazanov, from the School of Business at UNSW@ADFA, analysed a series of scandals in the National Rugby League (NRL) competition as part of their research paper, The inevitability of scandal: Lessons for sponsors and administrators.

“In 2009 the NRL experienced one of the worst seasons on record for player, coach, club and official poor behaviour. However, they did not lose any sponsors,” Dr Connor said.

Strategies to mitigate scandal, especially “panacea” options such as education, only offer short-term reprieve and can end up further damaging a sport when another scandal occurs, the authors argue. Instead, more consideration should be given to the strategy of “embracement”.

“The problem should be re-framed not as ‘prevention’ of but as management of the likelihood of scandal and control for the consequences," said Dr Connor.

“Savvy sponsors should take advantage of the possibilities scandals can offer, especially around brand image - where ‘tough’ or ‘rebellious’ might be brand attributes they seek - or around the possibility of their product ‘fixing’ or ameliorating a ."

Dr Connor is a former Tom Brock Scholar for research into rugby league (a grant awarded by the Australian Society for History).

The paper is published in the International Journal of Sports Marketing and Sponsorship.

Explore further: Economist probes the high cost of health care

add to favorites email to friend print save as pdf

Related Stories

Tiger Woods Scandal Cost Shareholders up to $12 Billion

Dec 29, 2009

(PhysOrg.com) -- Shareholders of Nike, Gatorade and other Tiger Woods sponsors lost a collective $5 to $12 billion in the wake of the scandal involving his extramarital affairs, according to a new study by researchers at ...

Sports stars are no role models, say scientists

Apr 21, 2010

The loutish and drunken behaviour of some of our sporting heroes - routinely reported in the media - has little or no effect on the drinking habits of young people, new research has found.

Sponsors can connect with any event, just explain the link

Sep 25, 2006

Advertisers don't need an overt and obvious link to a product or brand to be successful, according to new marketing research. Sponsors with natural links to events, such as an oil company sponsoring a car race, are said to ...

Recommended for you

Economist probes the high cost of health care

Mar 27, 2015

When Zack Cooper arrived at Yale as assistant professor of public health and economics, he gained access to a first-of-its-kind dataset. Working with the non-profit Health Care Cost Institute, Cooper and ...

Cash remains king in Chile but its days could be numbered

Mar 26, 2015

For more than a year now, Chileans have endured a crisis of cash access. Despite global moves toward new forms of payment such as contactless and mobile transfers, the crisis in Chile highlights the continuing ...

Will you ever pay off your student loan?

Mar 25, 2015

Would-be participants of higher education must be given full and transparent advice before they accumulate debts as students that follow them into the workplace, according to a report published in the International Journal of ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.