The multi-billion-dollar global sport industry is frequently rocked with news of scandal, illegal maneuvering, or criminal activity. The consistency with which these events occur suggests future sport marketers should develop a heightened sensitivity to the likelihood that their brand (be it a league, team, player, owner, coach, consumer product or service) will suddenly come under intense scrutiny and receive signifi cant negative attention. This can be debilitating and, if mismanaged, can hurt the future productivity and revenue-generating capacity of the entity. This chapter looks at meaningful ways in which sport marketers can better prepare to utilize recovery marketing strategies.
- Brand image
- Negative PR
- Recovery strategy
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)