Implications for corporate sponsors arising from scandals in sport. The case of Adidas and FIFA

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

Abstract

This working paper assesses how sponsorship managers should evaluate sponsored-entity related scandals. To achieve this, a content analysis of secondary sources is conducted, which evaluates how scandals affect corporate sponsors and analyses different factors that have to be considered before deciding on whether to terminate a sponsorship or not. The recent scandals involving FIFA is used as the case study for this paper. We consider the effect of the scandal on one of FIFA’s main sponsors; Adidas. Our research suggests that assessing scandals from a purely ethical perspective is not feasible and a holistic approach should be employed. Research indicates that Adidas did not suffer any negative implications from the FIFA scandal and that a termination of the sponsorship would have been the wrong decision. It suggests that many factors, such as the potential to overcome a scandal unharmed, potentially negative effects from exiting a sponsorship and especially the separation between organisation.
Original languageEnglish
Title of host publicationMarketing in a Post-Disciplinary Era
Subtitle of host publicationANZMAC 2016
EditorsDavid Fortin, Lucie K. Ozanne
Place of PublicationChristchurch, New Zealand
Pages540-545
Number of pages6
Publication statusPublished - 7 Dec 2016
EventANZMAC 2016: Marketing in a Post-Disciplinary Era - Christchurch, New Zealand
Duration: 5 Dec 20167 Dec 2016

Conference

ConferenceANZMAC 2016
CountryNew Zealand
CityChristchurch
Period5/12/167/12/16

Keywords

  • corporate reputation
  • sponsorship
  • scandal
  • ethical issues

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  • Cite this

    Ennis, S., & Marck, M. (2016). Implications for corporate sponsors arising from scandals in sport. The case of Adidas and FIFA. In D. Fortin, & L. K. Ozanne (Eds.), Marketing in a Post-Disciplinary Era: ANZMAC 2016 (pp. 540-545).