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.
|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|
|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
|Period||5/12/16 → 7/12/16|
- corporate reputation
- ethical issues
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).