Sporting crises :: essays research papers

Sporting crises lay sponsors approximately valuable assets, their brands, open to an associated fallout. How they nooky minimise its impact?Sport is never far from controversy. Whether it be alcohol-fuelled misbehaviour, allegations of dose abuse or inappropriate public musings on a briary political issue, the national press is filled to the brim with sports stars dragging the painting of their employers and the sports they represent through the proverbial mud.Such crises fag have a major knock-on effect on existing sponsorship partners and the potential for attracting new income to the sport. The speciality has only begun to prove its commercial viability in terms of return on investment over the past five years, and some believe that brands ar being sc atomic number 18d off by the inherent risks of sports sponsorship deals.Football is the most obvious sport whose commercial value has been tainted by the actions of its players. while the game still attracts multimillion- pound investment from brands due to the massive media spotlight it enjoys, legion(predicate) are questioning the wisdom of their associations in light of a ostensibly never-ending stream of negative headlines.The guilt of the player involved in m any(prenominal) of these cases can be irrelevant. As one sponsorship industry keen says A sports star may be cleared of any wrongdoing chase the emergence of a scandal, but would you put him back on the path for your brand? I know I wouldnt.The flip side of any sponsorship deal is the knowledge that the sponsoring organisations most valuable marketing asset, its brand, is exposed to the risks that are inherent in professional sport. The key issue is the strength of the relate between shocks, crises and general bad behaviour of top-profile sports people, and the image and brand faithfulness of sponsors. In short, when the mud flies, does it stick to the brands?According to David Abrahams, senior vice-president of Marsh venture Consul ting Practice and an expert in brand risk, there is often a demonstrable link between the way in which a crisis is handled by a company and what happens to that business and its associated brand. The way in which any crisis is handled becomes a visible test of management capability, he says. If that crisis arises from a fundamental break dance of trust or performance, the compound effect of the bad handling can be devastating.Crisis management The size of the problem faced by sponsors relates nearly to an incidents shock value in media terms.