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Disruptive Cause-Related Marketing in Professional Sports: The Case of Devon Still and the : Abstract

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The user has requested enhancement of the downloaded file. Sport Marketing Quarterly, 2017, 26, 168-175, © 2017 West Virginia University Corporate Reputation and Cause-Related Marketing in Professional Sports: The Case of Devon Still and the Cincinnati Bengals

Bridget Satinover Nichols and Jennifer Gardner

Bridget Satinover Nichols, PhD, is an associate professor in the Department of Marketing, Sport Business & Construction Management at Northern Kentucky University . Her research interests include consumer retail behavior, advertising, cause-re- lated marketing in sports, and health marketing . Jennifer Gardner, MA, is a senior lecturer and director of the sports business program in the Department of Marketing, Sport Business & Construction Management at Northern Kentucky University . She entered academia after 18 years of experience in sports agency, collegiate, and professional athletics . Her research interests include sport fan behavior and team affinity .

Abstract

This case study demonstrates the managerial conflicts and decision-making scenarios associated with corporate giving and cause-related marketing . Using the Cincinnati Bengals and their affiliation with pro- fessional football player Devon Still, we describe a series of events that led to a spontaneous nation-wide fundraising campaign to benefit pediatric cancer . The cause-related marketing (CRM) campaign raised conflicting benefits and consequences for the organization in the context of sport administration and cor- porate reputation . This case highlights some of the strategic and tactical dilemmas associated with CRM and corporate giving in sports marketing, public relations, and resource management . It also exemplifies the contextual facets of corporate reputation within one professional sport market .

Introduction The reputation problems primarily reflect the team’s owner, Mike Brown, who is repeatedly named as one of It was August 2014, and the Cincinnati Bengals were the “worst” or “most despised” sport franchise owners finalizing their team roster for the upcoming National of all time (Lund, 2014; Nachman, 2011; Real Clear Football League (NFL) season . Twenty-five-year-old Sports, 2014) . The criticisms revolve around his style Devon Still, an All-American defensive tackle from of management (namely his refusal to hire a general Penn State University, was about to be cut from the manager), continued support for head coaches like team when his 4-year old daughter, Leah, was diag- Dave Shula, whose record of 19-52 disgruntled Bengals nosed with a rare form of brain cancer . Wanting to fans (Gallo, 2013), and for signing and supporting help, the Bengals found a creative way to provide Dev- players with multiple encounters with law enforcement on with the medical benefits he needed for his daugh- (e g. ,. receiver Chris Henry was arrested five times in his ter’s treatments, and also to support their plight to tenure with the Bengals, and 10 others were arrested in fight the disease . The Bengals launched a cause-related a 14-month time span) . As of 2016, the Bengals are the marketing campaign to sell Devon Still Bengals jerseys only NFL team without a player hall of fame, ring of exclusively through their team-operated pro shop . It honor, or any formal tribute to former players (Skinner, was uncharted territory for the small organization and 2016), adding to fans’ contempt with Brown . While a lot was riding on its success, including their volatile tarnishing, even these instances are overshadowed corporate reputation . Despite their good intentions, the by what is called “the worst stadium deal” in sports jersey campaign was laden with risk, particularly as it history, referring to the Bengals’ agreement with city pertained to their brand image .

168 Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly officials to finance Stadium, where the highlights the potential benefits and consequences of Bengals play (Albergotti & McWhirter, 2016) . cause-related marketing campaigns for regional sport The problems with player conduct, in particular, teams that are often subjected (by fans and the media) was a major driving force behind Brown’s decision to a comparison of in-market competitors . to participate in the 2009 and 2013 seasons of “Hard The case study begins with a background of the Ben- Knocks,” the HBO television series that documented gals, Devon and Leah Still, and the formulation of the the team during training camp . According to Brown, jersey fundraiser campaign . Next, the corporate repu- he agreed to do the show in the hopes it would change tation of the Bengals and their ownership is discussed the image of the franchise and the way the Bengals do and contrasted to that of the Cincinnati Reds . The pur- business, and to give viewers a more intimate look at pose of this comparison is to contextualize the severity the players who received so much negative attention of the Bengals’ image problems among Cincinnatians . (Associated Press, 2013) . But even Brown knew that Then, a literature summary of cause-related marketing altering the public’s perception would be a process, and corporate reputation are provided, followed by a stating that “it takes time to get a unit of guys that are detailed account of the events that took place when the solid people, and it takes longer than that to make the Bengals undertook the Devon Still jersey cause-related public see you in that light” (Associated Press, 2013, marketing campaign . para . 10) . Troy Blackburn, the executive vice president, and Background: Devon Still and the Monty Montague, the team’s pro shop merchandise Cincinnati Bengals manager, took charge of the jersey fundraiser . Though Born in Camden, New Jersey, Devon Still was an their primary goal was to help Devon and Leah and All-American defensive tackle and team captain on make pediatric cancer research a top-of-mind issue, Penn State University’s football team . Though drafted they also knew that cause-related marketing programs by the Bengals in the second round of the 2012 NFL are capable of enhancing brand image (Lachowetz & draft (a high level pick), Devon was quickly plagued Gladden, 2003) and generating revenue for the firm . with injuries, including a back surgery . As the 2014 One problem with this dichotomy of benefits is the season approached, Devon’s potential to contribute to potential for consumers to perceive revenue generation the team was questionable, and in the summer of 2014 as the primary goal for the organization, rendering the coaching staff decided he would not be kept on the the cause effort as insincere (Becker-Olsen, Cudmore, 53-man team roster . & Hill, 2006), and potentially harming the company’s At the same time, sitting in his office at Paul Brown reputation . Another issue is that many firms lack Stadium overlooking the Ohio River, Bengals vice pres- adequate experience in strategizing and executing ident Troy Blackburn learned of a recent development cause-related marketing efforts, making them a risky in Devon’s family . His 4-year-old daughter, Leah, was venture if something goes wrong . For the Bengals, diagnosed with stage four neuroblastoma, a rare form these issues were complex . They had no experience of pediatric cancer that occurs most often in children managing and executing cause-related marketing under the age of 10 . Troy and the executive team knew campaigns, and they had limited manpower in terms of that if Devon were completely released from the team staff employees who had time to dedicate to the endeav- he would lose the medical benefits his daughter needed . or, but wanting to support Devon and Leah, they were He also knew that the coaching staff had just decided convinced it was the right thing to do . that Devon was not going to be part of the team’s final This case study demonstrates the use of cause-re- roster, which would earn him an annual salary of about lated marketing as a contributing factor of corporate $570,000 and full medical benefits . reputation for professional sport organizations . It also With a heavy heart, Troy discussed the situation highlights the need for a strategic plan to deal with with the ownership executive team, and Monty Mon- cause-related marketing, as well as “human factors” tague, the team’s long-time merchandise manager . sport managers are likely to encounter, but might not After learning more about Leah’s grim prognosis and have experience dealing with . During the course of the projected cost of care (estimated to exceed $1 million; Devon Still jersey campaign, the Bengals faced several O’Keefe, 2014), they came up with a unique solution: decision points that were critical to the success of the Devon could remain with the team as a member of the cause effort and improving their corporate reputation 10-man practice squad . In 2014, NFL practice squad in the Cincinnati region . The case illustrates some of players, who could remain on the squad for no more the challenges sport organizations might face when than two seasons, earned a minimum of $6,000 per embarking on a cause effort that is not aligned with week . In addition to base salary, NFL policy stipulated core organizational competencies or capabilities . It also that practice squad players receive full medical benefits

Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly 169 for three years (including their dependents), even if of current and former players, and host events that they only played one season . While earning a generous benefit the foundations’ missions . For example, fans salary and receiving medical benefits, the Bengals also can donate directly to the Foundation’s allowed Devon to spend considerable time away from “Learning is Cool” initiative for youth education from the team during training camp (a time when atten- the Bengals’ website, and the Brown family often dance is typically very strict) in order to be by Leah’s provides personal financial support to these initiatives side at Children’s Hospital of Philadelphia (Pennsylva- (Williams, 2014) . In fact, people close to the team and nia), where she was receiving medical care . the family consistently described the Browns as ex- Once Devon was signed to the practice squad, news tremely benevolent (Williams, 2014) . of the arrangement went viral on social media, made With respect to corporate philanthropy, the Bengals headline stories on national television news, and drew have never created their own charitable entity . Instead, interest from national newspapers and Internet sites they opt to weave their philanthropic consciousness like USA Today and The Huffington Post. The story into the fabric of the community by quietly casting about how the Bengals re-signed Devon so that he a broad net, choosing to support many charities that could provide medical care coverage for Leah’s cancer already do great work in and around the city of Cincin- treatment was gaining traction . As word spread and nati . According to Mike Brown, “That’s just the way it fans continued asking the Bengals how they could help, grew over the years . We believe it’s a good way . We have Troy, the executive team, and Monty discussed how chosen not to create another level of infrastructure, they could provide a pathway for fans to show support running funds through a team-controlled third party, for Devon and Leah . A logical idea surfaced: sell Devon but rather to steer those funds directly to agencies we Still Bengals jerseys to raise money for pediatric cancer . trust to do a great job” (Bengals in the Community, The idea was a good one, but the Bengals had an un- n d. ,. para . 6) . stable public reputation that could affect the success of In spite of these efforts, the Bengals are the subject the fundraiser . They also had one of the smallest front of negative publicity for issues like high rates of player office staffs in the NFL, begging the question of how misconduct (31 arrests between 2005 and 2014, ac- they could make the jersey drive work when most of cording to USA Today), and a public feud over stadium the employees already had a full workload . This meant funding that left stadium costs accounting for as much they had to be sure they could make the jersey drive as 16 4. % of the budget in Hamilton County, Ohio successful not only for Devon and Leah’s benefit, but to (where the stadium is located), a place where one in protect themselves from public scrutiny . seven people live below the poverty line (Albergotti & McWhirter, 2011) . The stadium issue left a bad taste in The Professional Sports Landscape in the mouths of Cincinnatians as the Browns staged a Cincinnati threat to move the team to another city if they weren’t allowed to build a new one . (In 2014 the County also Cincinnati Bengals and their Corporate Reputation had to pay three-quarters of the cost, around $7 .5 Located in Cincinnati, Ohio, Mike Brown and his million, for a new scoreboard under the original family, including son-in-law Troy Blackburn, own and agreement’s “state-of-the art” clause ). Furthermore, operate the Cincinnati Bengals franchise . Unlike many ownership is criticized as one of the worst in the league NFL owners who have numerous business ventures, the in terms of team performance and financial growth Bengals’ organization serves as the sole business for the (Cogliano, 2014; Solomon, 2011), ranking 29th of 32 Brown family . teams in 2015 for team value (“The Business,” 2015) . Though they have a deep history in Cincinnati, To complicate the matter, Mike Brown rarely speaks Mike Brown and the Bengals franchise have long been with the media, granting only a handful of interviews chastised for their lack of charitable giving, community each season that last only a few minutes . Although the outreach, and civic responsibility (Williams, 2014) . Brown family and team players are engaged in many ef- Despite this dominant public opinion, the club partic- forts to serve the community, the lack of a philanthrop- ipates in several NFL-friendly philanthropic activities ic arm to centralize and promote them leaves many of including the United Way, Boys and Girls Clubs, and these activities unnoticed and unreported by the local Toys for Tots . It also partners with local charitable media . Over the years this has left many good deeds in agencies like the Freestore Food Bank that provides the dark shadow of ownership critics and facilitated an food to homeless and low-income Cincinnati citizens . overall fragile public image . The Bengals have hosted an annual canned food drive Mike Brown’s ideology of personal and professional to benefit the food bank since 1986 . The club and the privacy is another reason these charitable acts go Brown family frequently support the foundations largely unrecognized . While some professional team

170 Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly owners like Jerry Jones (), Mark Cuban Cause-Related Marketing and Corporate (Dallas Mavericks), and the late George Steinbrenner Reputation in Sports (New York Yankees) shined in the limelight of profes- Cause-related marketing is a marketing tool linking a sional sports and sports media, Brown is reclusive and company to a relevant social cause or issue for mutual publicity-averse, contributing even more to the Bengals’ benefit (Pringle & Thompson, 1999) . More specifi- public image and corporate reputational challenges . cally, it is a formal relationship between a company To make matters worse, the Bengals face a substantial and a cause in which the corporate contribution is in-market competitor for professional sports allegiance conditional on consumers engaging in some form of and their corporate reputation stands in stark contrast revenue-producing transaction (Varadarajan & Menon, to that of the Cincinnati Reds . A brief review of the 1988) . Its purpose is to communicate to consumers Reds and their ownership highlights several of these through marketing campaigns typically focused on points of difference in the eyes of Cincinnatians . raising awareness of an important issue and generat- Cincinnati Reds and the Reds Community ing funds for the cause, while also having beneficial Fund outcomes for the company (Trimble & Rifon, 2006) . Cause-related marketing initiatives in the sport Major League Baseball’s (MLB) Cincinnati Reds domain are often viewed through the corporate lens; (whose Great American Ball Park was also part of the however, sport leagues and properties are also heavily Hamilton County tax agreement) are highly regarded involved in these activities . Some of these are directly by peers in all professional sports for the community tied to nonprofit partners or sponsors, including MLB’s service arm of the organization, the Reds Community affiliation with Autism Awareness, FC Barcelona’s Fund (RCF; Williams, 2014) . Programs and initiatives commitment to UNICEF, and the National Basketball of the RCF include the Reds Rookie Success League (a Association’s (NBA) partnership with the Boys and free youth character building program), neighborhood Girls Clubs of America . Cause-related sports market- field renovations (more than 325 fields to date), and ing (CRSM) is focused on the creation of a mutually youth baseball funding . The RCF is proudly regarded beneficial link between a company, sport organization, by citizens of Cincinnati, partly because of the high or athlete and a social cause through the use of sports visibility of their endeavors and annual investment of events or programs (Lachowetz & Gladden, 2003) . A over $1 million in local baseball and softball programs key tenet of Lachowetz and Gladden’s (2003) concep- (“Reds in the Community,” 2016) . In contrast to the tualization of CRSM is the importance of emotional Bengals, the RCF enables fans and the community to connection and involvement consumers have towards see tangible actions and results of philanthropic initia- their preferred sport brands and athletes, making tives that relate to the Cincinnati Reds and is a model cause-related connections a persuasive reason for of sport community relations that directly affects the consumers to develop more positive feelings towards residents of the Cincinnati metropolitan region . While the sport brand . primarily philanthropic, the RCF coordinates several Besides organizational philanthropy, sports fans are cause-related marketing efforts throughout the year, demanding socially responsible behavior from their including the annual Reds Fest event that provides favorite teams . A poll by Roy and Graeff (2003) found direct financial support to the RCF . that 92% of consumers believe that franchises in the Beyond the RCF, Reds owner Bob Castellini is a NFL should be socially responsible . Empirical studies wealthy and well-respected businessman in the Cincin- overwhelmingly suggest that cause-related marketing nati community who frequently speaks to the media improves consumer attitudes toward the sport organi- and engages in local events . Since purchasing the team zation and improves purchase intentions or support for in 2005, the team’s valuation has increased from $270 the cause (Irwin, Lachowetz, Cornwell, & Clark, 2003; million to $680 million (Schwartz, Raskin, Soshnick, Kim, Kwak, & Kim, 2010) . & Roux, 2013) . In contrast to Mike Brown, Castellini A framework for successful CRSM requires four is praised for the productive and wise management of conditions that must be met: resonance, organizational his team (Wetterich, 2013) . According to former MLB commitment, tangible exchange, and promotion of commissioner Bud Selig, the reason he awarded the the CRSM program (Lachowetz & Gladden, 2003) . 2015 All-Star Game to Cincinnati was because Castelli- Resonance means that the cause should fit well with ni and the Reds “authentically exude social responsibil- the organization and be consistent with its values . ities” (Wetterich, 2013) . Organizational commitment refers to full support and advocacy of the cause throughout all levels of the company so that consumers do not become skeptical

Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly 171 about the company motives . Tangible exchange refers and donates a portion of the revenue to the Wounded to a visible and concrete demonstration of how the Warrior Foundation . To the dismay of some who organization is benefiting the cause . For example, the believed that these acts were solely motivated by league company should specifically identify the ways in which and team patriotism and their desire to honor the U .S . it is transferring money, services, or goods to the cause . military, reports surfaced in 2015 that many teams ac- Finally, promotion of the CRSM program will help cepted payments from the U .S . Department of Defense ensure that consumers are aware of the effort and be to coordinate such endeavors (Isadore, 2015) . For ex- persuaded to support it . ample, 13 NFL teams accepted $5 4. million in taxpayer One major problem with many cause efforts is that money between 2011 and 2014 from federal contracts they often suffer from a lack of strategic planning on that paid for some of the military appreciation activi- the part of the firm (Porter & Kramer, 2006), which ties (Clayton, Rosenberg, & Hutchinson, 2015) . Though could lead to detrimental outcomes, including those a legal and a legitimate means of attracting citizens for that reflect upon corporate reputation . Corporate rep- military recruitment, fans and mass media criticized utation is the extent to which an organization is held the league and the teams, accusing them of taking pay in high esteem (Weiss, Anderson, & MacInnis, 1999), for patriotism (Isadore, 2015) . and an attribute that reflects how much stakeholders The preceding scenario highlights the manner in view the company as “good” (as opposed to “bad”; which public perceptions of cause-related marketing Roberts & Dowling, 2002) . A company’s reputation is can affect corporate reputation . When considered one of its most valuable intangible assets (Hall, 1992), sincere, there is little doubt that CRSM can promote and cultivating positive relationships with consumers positive corporate reputation and influence sport con- is crucial for companies who are attempting to bolster sumers . The NFL scenario also highlights the need to their reputations (Rindova & Fombrun, 1998) . Besides formulate an internal strategy and contingency plan for impacting society, cause-related activities can have dealing with a broad scope of CRSM issues . Although positive influence on an organization’s reputation, par- there are many benefits, some cause-related activities ticularly when the effort is perceived as sincere (Hess, pose considerable conflicts within an organization . Rogovsky, & Dunfee, 2002; Yoon, Gürhan-Canli, & Such dilemmas are especially likely if the cause efforts Schwarz, 2006) . Cause-related marketing also improves are disruptive to the primary organizational processes . consumer perceptions of the company, particularly af- ter the company was viewed negatively (Creyer & Ross, Disrupting the Organization—The Devon 1996) . For sports teams, socially responsible behavior Still Jersey Campaign is increasingly important for reputation management Unlike many NFL teams, the Bengals manage their due to the strong link between the organization, the own pro shop merchandising . Monty, who had been consumer, and the community (Walker & Kent, 2009) . managing the team’s pro shop since 2000, made a call Though some research indicates that socially respon- to Nike, the team’s uniform sponsor, to discuss the sible activities enhance sports fans’ view of their favor- possibility of making Devon Still jerseys . At the same ite sport organization (Walker & Kent, 2009), effects time, Troy called upon his longtime friend, Michael of cause-related marketing on the sport organization’s Fisher, President and CEO of Cincinnati Children’s reputation tend to vary as some cause efforts generate Hospital (CCH), to discuss a partnership . Although controversy rather than commendation . Controversy Leah was being treated in Philadelphia, the Bengals is typically related to the perceived motivation of the agreed that any fundraising revenue should benefit the sport property, which affects the degree to which fans greater Cincinnati community through its Children’s view the effort as sincere (Speed & Thompson, 2000) . Hospital . “This wasn’t a cold call that Troy made to us,” Public attitudes toward companies who engage in Fisher said . “This arrangement came about because of charitable acts are usually dependent on previous the long-term relationship we had with the Bengals’ attitudes toward the company, and the degree to which organization . The willingness for the Bengals to do this they believe the activity is driven by altruistic motives for their home institution shows a truly virtuous act” (Bae & Cameron, 2006) . For example, in the years since (M . Fisher, personal communication, August 18, 2015) . the NFL’s partnership with the Wounded Warrior Since Devon was not a high-profile player, or even Foundation, the month of November has been dedi- on the team’s active roster, Nike did not make a Devon cated as “Salute to Service” month, during which time Still jersey at the time . Forecasting sales of about 100 teams host veterans and showcase service members in jerseys, Nike and Monty came to an agreement to pro- on-field patriotic demonstrations performed by active duce 100 jerseys at a cost of $47 .50 each and sell them duty military members . The NFL also sells officially for $100 (of which the NFL takes a royalty of 2 .5%) . licensed military-themed gear on the league website According to Troy Blackburn, “we were excited to do

172 Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly this because it was an identifiable way for fans to show major tasks every fall was to begin working on the support and addressed their interest in supporting following season’s sales forecast and placing orders Devon and Leah” (T . Blackburn, personal communica- with suppliers . Monty now had to separate the Devon tion, August 8, 2015) . With CCH on board, the Bengals Still jersey sales from the “regular” sales trend in order promoted and sold the jerseys exclusively on their pro to place an accurate order for the following season . shop website, where they agreed to donate the full net Not only did the Bengals lack a large pre-arranged proceeds to the hospital’s cancer research fund (about order with Nike, Monty and his merchandise team $50 each) . In addition, they created a pledgit.com web- were becoming overworked . Each Devon Still jersey site so that people could donate any amount of money was shipped directly from Nike to the merchandise to the cause without purchasing a jersey . office, where orders were filled and reshipped to cus- Amidst the media frenzy that was occurring, Devon, tomers . To handle the excess work, Monty was forced a formerly obscure and relatively unknown player, was to hire part-time staff to work after hours packaging fast becoming a public figure . He made appearances on and shipping the jerseys . The additional staff, between morning and daytime television shows like The Ellen 6–12 additional workers per day, was a direct cost to Show, the Today Show, and Good Morning America. In the Bengals’ payroll . According to Monty, “For 15 years interviews, Devon praised the Bengals for their selfless I have had a sense of normal, so I knew this situation display of humanity and understanding of his personal needed attention, especially with personnel” (M . Mon- situation . His appearance on The Ellen Show alone was tague, personal communication, December 10, 2015) . viewed more than 500,000 times on the show’s You- Other costs associated with the fundraiser were adding Tube channel . He repeatedly thanked the Bengals for up too . New printers and new computer software were their generosity and dedication to bringing awareness needed to help manage the orders and shipments . to neuroblastoma through the sales of his jerseys . In an During the jersey fundraiser, another problem ABC News interview Devon commented, “They could surfaced . As a loyalty reward, Bengals season ticket have washed their hands with me and said they didn’t holders receive a 10% discount from the pro shop on care about what I was going through off the field . It’s any merchandise purchase . Monty and Troy had to like a blessing in disguise ”. consider whether or not to honor the discount on the To Monty and the rest of the Bengals’ surprise, the Devon Still jerseys, as the Bengals had already prom- jerseys quickly sold out—selling more in the first 24 ised that proceeds (any revenue above the jersey costs) hours than any other Bengals jersey had ever sold in a would be donated to CCH . The Bengals had to pay Nike single day . After the second day of offering the jerseys, the full $47 .50 regardless of their sales price . Honoring Monty had taken nearly 1,000 orders . Of those first sold, the discount would result in about a $10 reduction in , head coach of the , had donation for each jersey sale . purchased 100, which he then donated to CCH . Payton Furthermore, although they first determined to was quoted as saying, “I thought it was a class move donate the net proceeds of each sale, Monty and Troy by Mike Brown, (Coach) Marvin Lewis, and the entire quickly realized that some consumers believed that Bengals organization to keep him on their roster and their full $100 purchase price was going to the CCH allow him to get the proper benefits so he could give the fund . Troy and the executive team discussed the best care to his child” (DeShazier, 2014, para . 7) . possibility of donating the entire sale price of each Though excited to see the orders pouring in, Monty jersey to CCH, which would cost the Bengals around and Troy began to worry . With jersey sales skyrock- $50 for each jersey sold ($47 .50 in production cost, and eting, they and the rest of business operations were $2 .50 from the NFL’s royalty) . By early October, the feeling the pressure and beginning to realize the com- Bengals had sold around 10,000 Devon Still jerseys . plexity of their situation . During the first days of the Their pledgit.com account was nearing $20,000 in online sales, the Bengals pro shop website experienced cash donations . Donations from other NFL franchises record-breaking activity, slowing the customer order- approached $75,000 . Troy and Monty could see their ing experience . Further, because Nike only carried a efforts were having a positive impact, but the jerseys pre-determined supply of Bengals colors (ordered in were causing major organizational disruption, especial- the previous season), they were unable to produce the ly in Monty’s department . jerseys quickly, with delivery timeframes taking up to As sales of the jerseys continued to flow and national four weeks . One shipment was held up several addi- attention to the cause remained high, the Bengals were tional weeks at a customs check in California, delaying finally being cast in a positive light . The jerseys and customer delivery even longer . Monty was responding the scenario surrounding Devon Still were elevating to customer inquiries constantly, falling behind with the Bengals in the public eye, especially with Devon’s the rest of the merchandise operations . One of his frequent updates about his daughter on his social

Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly 173 media profiles and his national media appearances . Clayton, A ., Rosenberg, E ., & Hutchinson, B . (May 11, This situation was occurring amid a major investiga- 2015) . Jets among NFL teams paid to salute soldiers during home games . New York Daily News. Retrieved tion regarding the league’s handling of two high-profile from http://www .nydailynews c. om/sports/football/jets/ player incidents involving domestic abuse (Ray Rice) report-jets-nfl-teams-paid-salute-soldiers-article-1 .2217057 and child abuse (Adrian Peterson) . While the NFL’s Cogliano, J . (2014, September 18) . Cincinnati Bengals among public opinion was suffering (Armstrong, Lorenzo, & NFL team with most player arrests . Dayton Business Jour- nal. Retrieved from http://www .bizjournals c. om/dayton/ Rosenberg, 2014), the Bengals were being projected as news/2014/09/18/cincinnati-bengals-among-nfl-teams-with- corporate heroes . Despite the positive press, Troy and most .html Monty had some important decisions to make . Know- Creyer, E . H ., & Ross, W . T ., Jr . (1996) . The impact of corporate ing that consumers can be critical of organizations behavior on the perceived product value . Marketing Letters, 7, 173–185 . that mismanage cause efforts (even unintentionally) DeShazier, J . (2014, September 11) . Sean Payton purchases or appear misleading in their support to the cause, the 100 of Devon Still’s jerseys after hearing his daughter’s Bengals had to tread carefully . The Bengals are a small story . Retrieved from http://www .neworleanssaints . market team with an equally small staff that already com/news-and-events/article-deshazier/Sean-Pay- had a full workload . Organizationally, their primary ton-purchases-100-of-Devon-Still%E2%80%99s-jer- seys-after-hearing-his-daughter%E2%80%99s-story/ focus was on football and football operations (includ- b6c5d515-e79d-4cd2-bd95-da88d2bc3e52 ing making a profit), not on fundraising or charitable Gallo, D . J . (2013, June 7) . The worst coaches in NFL history . donations . Retrieved from http://www e. spn c. om/sportsnation/story/_/ It was now early October and Troy called a meeting id/9352332/david-shula-norv-turner-worst-coaches-nfl-history Hall, R . (1992) . Strategic analysis of intangible resources . Strategic with Monty and the executive team, focused on the Management Journal, 13, 135–144 . following issues: what portion of the sales price of the Hess, D ., Rogovsky, N ., & Dunfee, T W. . (2002) . The next wave of jerseys should be donated to CCH? What should they corporate community involvement: Corporate social initia- do about the season ticket holders’ 10% discount that tives . California Management Review, 44, 110–125 . Irwin, R . L ., Lachowetz, T ., Cornwell, B ., & Clark, J . S . (2003) . is honored on regular merchandise and what will the Cause-related sport sponsorship: An assessment of spectator impact be on their bottom line? Should they end the beliefs, attitudes, and behavioral intentions . Sport Marketing fundraiser? How could they best highlight fan generos- Quarterly, 12, 131–139 . ity toward Leah and Devon’s plight? What should their Isadore, C . (2015, November 4) . Paid patriotism at NFL games blasted in Senate report . CNN Money. Retrieved from http:// stance be in terms of taking credit for the donation money c. nn c. om/2015/11/04/news/companies/team-paid-mili- drive? Troy and Monty realized how important some tary-tributes/index .html of these decisions would become in the public eye and Kim, K . T ., Kwak, D . H ., & Kim, Y . K . (2010) . The impact of knew they had to act quickly . cause-related marketing (CRM) in spectator sport . 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174 Volume 26 • Number 3 • 2017 • Sport Marketing Quarterly Reds in the community . (n d. ). . Retrieved from http://cincinnati . Varadarajan, P . R ., & Menon, A . (1988) . Cause-related marketing: reds .mlb c. om/cin/community/rcf_about j. sp A coalignment of marketing strategy and corporate philan- Rindova, V ., & Fombrun, C J. . (1998) . The eye of the beholder: The thropy . The Journal of Marketing, 52, 58–74 . role of corporate reputation in defining organizational identity . Walker, M ., & Kent, A . (2009) . Do fans care? Assessing the influ- In D . A . Whetten & P . C . Godfrey (Eds ). , Identity in organi- ence of corporate social responsibility on consumer attitudes in zations: Building theory through conversations (pp . 62–66) . the sport industry . Journal of Sport Management, 23, 743–769 . Thousand Oaks, CA: Sage . Weiss A . M ., Anderson E ., & MacInnis, D . J . (1999) . Reputation Roberts, P . W ., & Dowling, G . R . (2002) . Corporate reputation and management as a motivation for sales structure decisions . sustained superior financial performance . Strategic Manage- Journal of Marketing, 63, 74–89 . ment Journal, 23, 1077–1093 . Wetterich, C . (2013, June 21) . The new king of the queen Roy, D . P ., & Graeff, T . R . (2003) . Consumer attitudes toward city [video] . Cincinnati Business Courier. Retrieved cause-related marketing activities in professional sports . Sport from http://www .bizjournals c. om/cincinnati/video/ Marketing Quarterly, 12, 163–172 . J3eDR0Yzp3-Bhyo8AuF0eAnjI39EYMQL?page=10 Schwartz, P ., Raskin, M ., Soshnick, S ., & Roux, P . (October 23, Williams, J . (2014, October 28) . The inheritance . Cincinnati 2013) . Major League Baseball franchise valuations . Bloomberg Magazine . Retrieved from http://www c. incinnatimagazine . Business. Retrieved from http://www .bloomberg c. om/info- com/sports-3/inheritance/ graphics/2013-10-23/mlb-team-values .html Yoon, Y ., Gürhan-Canli, Z ., & Schwarz, N . (2006) . The effect of Skinner, R . (2016, July 26) . Mike Brown moves step clos- corporate social responsibility (CSR) activities on companies er to honoring Bengals’ past . Local 12 WKRC News. with bad reputations . Journal of Consumer Psychology, 16, Retrieved from http://local12 c. om/sports/bengals/ 377–390 . mike-brown-moves-step-closer-to-honor-bengals-past Solomon, B . (2011, November 2) . The best and worst NFL own- Authors’ Note ers . Forbes. Retrieved from http://www .forbes c. om/sites/ briansolomon/2011/11/02/the-best-and-worst-nfl-owners/ The authors wish to thank Joe Cobbs for his reviews The business of football . (2015, September) . Forbes. Retrieved from and comments on early versions of this manuscript . http://www .forbes c. om/teams/cincinnati-bengals/ Trimble, C . S ., & Rifon, N . J . (2006) . Consumer perceptions of compatibility in cause-related marketing messages . Interna- tional Journal of Nonprofit and Voluntary Sector Marketing, 11, 29–47 .

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