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 language | English |
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Title of host publication | Marketing in a Post-Disciplinary Era |
Subtitle of host publication | ANZMAC 2016 |
Editors | David Fortin, Lucie K. Ozanne |
Place of Publication | Christchurch, New Zealand |
Pages | 540-545 |
Number of pages | 6 |
Publication status | Published - 7 Dec 2016 |
Event | ANZMAC 2016: Marketing in a Post-Disciplinary Era - Christchurch, New Zealand Duration: 5 Dec 2016 → 7 Dec 2016 |
Conference
Conference | ANZMAC 2016 |
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Country/Territory | New Zealand |
City | Christchurch |
Period | 5/12/16 → 7/12/16 |
Keywords
- corporate reputation
- sponsorship
- scandal
- ethical issues