Abstract
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.
| Original language | English (US) |
|---|---|
| Title of host publication | Leveraging Brands in Sport Business |
| Publisher | Taylor and Francis |
| Pages | 173-185 |
| Number of pages | 13 |
| ISBN (Print) | 9780203108994 |
| DOIs | |
| State | Published - Jan 1 2013 |
Keywords
- Brand image
- Media
- Negative PR
- Recovery strategy
- Scandal
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting