Should we stay or should we go? Key brand elements that can be affected by sponsorship scandals and how to

communicate the “go-decision”

Carolin Bruder, Jakob Ivarsson & Helena Lübeck Ssss

Should we stay or should we go? Key brand elements that can be affected by sponsorship issues and how to communicate the “go-decision”

Jakob Ivarsson, Carolin Bruder & Helena Lübeck

Abstract Purpose: The purpose of this paper is to examine how sponsorship crises can affect brands. Especially brands that have decided to part from their athletes are taken into account in this paper. Besides that, it aims to establish managerial guidelines that help to communicate the termination of sponsorship activities. Methodology: To understand the underlying theory, secondary data is gathered through a detailed literature review. Moreover, this research is based on several case studies of different brands that have ended their relationships with their sponsored athletes. Therefore, the multiple case study approach is used to gain a deep insight into the different responses in different contexts. The primary data is obtained solely through surveys. Findings: The research demonstrates that depending on the nature of the sponsorship issue, companies consider different key brand elements to be affected. This leads to a framework that supports companies in the future on how a sponsorship issue can affect the brand. In total, three key elements of primary importance and two of secondary importance are identified. Furthermore, the framework gives helpful guidelines on which external communication strategy to choose. Six different communication approaches were identified based on the situational context and the key brand elements that might be affected due to the sponsorship issue. Originality/Value: The comparative analysis of the multiple case study approach and the quantitative research allowed us to establish a framework that enables firms to better identify the impact area of a sponsorship issue. The framework is also of crucial importance as it helps to select the right external communication strategy depending on the specific context. In total, we have generated six different approaches that we named the silent, thankful, operational, emotional, informative and “victimage” approach. Keywords: Sport sponsorship, crisis management, on-the-field misbehaviour, off-the-field misbehaviour, external communication Paper type: Research paper

Introduction Should we stay or should we go? In life, we would you stay or would you go? Leaving is face several situations where it is required to always an option that can be taken into decide whether to go or to stay. What if a consideration. But what are the reasons that friend has cheated on you - would you stay or force us to decide to go? And how would you would you go? What if the company you work communicate on it? Do you consider yourself for is involved in controversial affairs that you a silent person who would avoid getting into a do not tolerate - would you stay or go? What if confrontation? Or would you try to talk to the a friend did not keep his or her promise – partner? Also in a professional context, companies face nationality or profession. In addition, the the stay-or-go-decision in their daily business. different target groups are also united in the This paper focuses on companies that are unique fascination and emotions that sport engaged in sport sponsorships and decided to provides. The emotional impact of sport is terminate its relationship with its sponsored based on two main aspects. First, the athletes due to misconduct, breach of contract uncertainty of sports results makes sport very or failure to achieve the objectives. More exciting. Second, the majority of consumers precisely this research paper provides an feel an emotional relationship between answer to the question which internal factors themselves and a sports brand (Tribou, 2002). influence how companies communicate their As a result, the emotional relationship that a go-decision? consumer has with a particular sport allows the consumer to bond emotionally with the brand. For these reasons, brand Literature Review communication, especially sponsoring, has developed around the sports empire. The Sponsorship expansion of sports sponsorship is evident by observing how many brands can be seen Sponsorship is defined as an investment, in during sports competitions or within kind or cash, in an activity, in return for access professional teams (McAdams, 2006). to the exploitable commercial potential Concerning the objectives of sports associated with that activity (Meenaghan, sponsorship strategies, they can be considered 1991). Thus, the relationship is mutually as identical to those of traditional sponsorship. beneficial and creates a unique form of The link between the sponsored person and the marketing that allows an organisation to brand makes it possible to promote the brand differentiate itself. Shank (1999) also stated passively. In addition, image enhancing that it aims to change attitudes, heighten benefits always play a key role (Tribou, 2002). awareness and build new and maintain In sports sponsorship consumers often rely on existing customer relationships. representations or symbols that a brand Consequently, sponsorship is a primary carries. The sponsored person therefore acts in communication tool for thousands of as a brand representative in the sports companies (Howard & Crompton, 1995). It is environment. Through sports sponsorship, an instrument of marketing communication values such as team spirit or individual that aims to achieve favourable advertising for willingness and a high degree of motivation a company by supporting an activity that is not can contribute to the brand image (McAdams, directly associated with the company’s day-to- 2006). The brand can also strengthen, change day business (Bennet, 1999). or improve its personality through the In conclusion, sponsorship can be seen as construction of associations and links between today’s marketing tool and will continuously sports and the brand. be used across industries, and the sports Concluding, sports sponsorship retains a industry is not an exception. strong marketing potential (Stastny & Adjouri, Sports Sponsorship 2015). Sports sponsorship offers a very diverse Risks of Sport Sponsorships communication potential. According to the Even if sponsorship strategies do have a lot of IOC (International Olympic Committee), sport opportunities, several risks have to be taken is a very powerful and unique way to promote into consideration as well. Nowadays, brands a company's culture and development (Lee, are aware of the fact that not all publicity is Cornwell, & Babiak, 2012). It promises a wide good publicity (Day, 2006). As sponsorship is variety of groups that a brand could target a mean of communication, the risk of bad because sport knows no limits in age, publicity is of vital importance. Especially Crisis Management when talking about sports sponsorship, for Crisis management is the active and proactive example doping scandals that gain publicity’s activity to overcome a crisis with the help of awareness can threaten a brand. Being common sense and experience (Parsons 1996). associated with such scandals can have serious According to Ashcroft (1997) it is vital to impacts on the sponsor brand’s image and have the right people with the right training reputation (Kinmont, 2016). According to and with a clear structure of responsibilities to O’Reilly (2008), one can distinguish between handle emerging crises. In addition, there must “on-the-field” and “off-the-field” risks. On the be a defined crisis plan that is known to all one hand, the termination “on-the-field” refers employees. to risks that directly take place at the sport When a crisis evolves, it is a necessity to place. This could be any misbehaviour on the protect the brand from a reputational crisis field that is not tolerated by the sponsor or the where the essence of the brand is at risk of society (O’Reilly, 2008). Good examples for being harmed. To manage a crisis with the such kinds of risks are doping or a decreasing possible impact on the brand essence, the performance of the athlete. In fact, a organisation first needs to identify the source decreasing performance often takes part in of the reputational crisis (Greyser, 2009). sports sponsorship risks as it can lead to the Greyser (2009) categorizes the causes of crises brand being associated to failure or inferiority and describes them as often unpredictable and (Crompton, 2015). In addition to that, serious occurring in various forms. A mentioned cause sport injuries or even deaths caused by a is a spokesperson’s misbehaviour or sports event obviously can have severe controversy and therefore is relevant to sports feedback effects on the brand. On the other sponsorships, where potential crises that occur side, "off-the-field" refers to any source of a would be a reputational threat to the brand. serious problem that cannot be directly related There are four key areas to analyse when to the particular sport category (O’Reilly, organisations find themselves in situations 2008). As sponsored athletes are always in the where a crisis has emerged or is emerging. In media spotlight, any illegal act or anti-social that situation, an organisation should analyse behaviour will have its consequences for the the brand elements (marketplace situation), the brand’s reputation as well (Deutsches Global seriousness and threat to the brand, company Compact Netzwerk, 2015). This was the case initiatives (communication), and finally when Tiger Woods lost his main sponsor analysing the results of the initiatives ‘Accenture’ when the sex scandal had been (Greyser, 2009). As previously mentioned, published (Donegan, 2010). Consequently, most of the time a sponsorship means mutual even an athlete’s behaviour outside the benefits, but also the risk of the brand being sporting area has its risks for a sponsor brand associated with the possible misdeeds of a (Wilson, Stavros and Westberg, 2010). To link sponsored athlete. In the unpredictable event these sources of risk to the go-decision that of an emerging reputational crisis, the has been discussed in the introduction, any organisation needs to manage the situation brand is associated with such on-the-field or immediately and mitigate the negative impact off-the-field misbehaviour might seriously that possibly follows. think about whether they want to risk staying with such an athlete. It is obvious that a After analysing the situational brand elements company cannot take the decision within a few and seriousness, a decision of how to approach days. Such a scandal needs proper this externally needs to be done. In this stage investigation. In order to minimize damage communication plays a key role in caused through the go-decision, a good and overcoming the crisis (Greyser 2009). well-defined crisis management approach is crucial for a company’s success. Crisis communication 5. Rebuilding response when: When publicly addressing a crisis, there are • High crisis responsibility many different approaches that an organisation • Regardless of crises history can follow depending on the situation and • Regardless of previous relationship surrounding factors. However, Seeger (2007, reputation p.234) states that the main aim is “to reduce 6. Denying response when: and contain harm”. In situations of crises and reputational risk there are several strategies • Rumor and challenge crises and guidelines to implement in order to 7. Victimage response when: prevent negative outcome. Coombs (2007) states that no perfect list exist, but in response • The organisation is a victim of the presents strategies and guidelines that are crises, e.g. workplace violence, useful when managing reputational crises. The product tampering, natural disasters guidelines are based on the Situational Crisis and rumors Communication Theory (SCCT); a framework The seven guidelines above, could be relevant that aims to mitigate negative outcome of a when a firm has evaluated the options and no crises which directly affects the reputation of a other solution than to terminate the brand. Response strategies are categorised into sponsorship is possible. After all, it comes three groups of primary SCCT strategies: To down to analysing and evaluating different deny, diminish or rebuild to generate new situations individually to decide on how to reputational assets (Coombs 2007). Coombs approach them. (2007, p 172-173) elaborates on these groups to form guidelines that is recommended for usage of crisis managers when assessing and Methodology responding to a crisis: As previously described, our purpose is to 1. Informing and adjusting information establish a framework helping brands to better when: understand the impact of a certain scandal on • Minimal crises responsibility the brand itself. Moreover, it shall help • No crises history companies to communicate that they have • Neutral/positive previous relationship decided to cut their ties with their sponsored reputation athletes. To get an in-depth insight on what has been done so far, 52 cases were analysed 2. Diminishing response when: where companies cut their ties with the • Minimal crisis responsibility sponsored athletes. It has then been analysed • Existing crises history in detail why these companies decided to go • Negative previous relationship and how they have communicated and reputation structured their termination decision. Based on Yin (2003), the approach taken can be 3. Diminishing response when: characterized by a multiple case study design. • Low crisis responsibility Such an approach aims at exploring • No crises history differences as well as similarities within and • Neutral/positive previous relationship between several cases. As comparisons will be reputation drawn, we have classified the selected case studies in the following five categories

4. Rebuilding response when: describing why an athlete was abandoned by • Low crisis responsibility their endorsement partner: • Existing crises history • Misbehaviour off-the-field • Negative previous relationship • Misbehaviour on-the-field reputation • Accident / sickness • Breach of contract 1. Brand awareness • Decreasing performance / PR value 2. Brand’s value proposition In addition to the case studies, a quantitative (competitive advantages) research in form of an online survey was 3. Brand’s core values and identity conducted. In total, 71 organisations were 4. Brand’s reputation asked to establish certain communication 5. Value for money strategies depending on different scenarios 6. Consumer’s loyalty that have been derived from the case studies. 7. Sales stimulation through sponsorship An important selection criterion was that only communication or marketing managers should The purpose of this question was to obtain answer the survey so that the results were more information on the reasons why a credible. As a second selection criteria, the particular problem could harm the brand. Later interrogated companies of course had to be on, this question also helped us to establish a engaged in sponsorships. In total, five framework. For the following three questions, different scenarios with five identical the respondent was asked to imagine that he or she would like to terminate the relationship questions were introduced. The first scenario with the athlete due to the current issue. At the was based on breaches of contract. Respondents were introduced in a scenario beginning, we were interested in the time where the sponsored athlete wears a factor while asking when exactly the sponsor competitor’s brand at a public event such as a would cut its ties with the athlete. Afterwards, competition or a press conference. several communication strategies, based on The second scenario dealt with on-field what we found in the case studies combined misbehaviour by asking respondents to with the literature review, were introduced. imagine that their athlete had been exposed for The sponsor had to choose in between the doping. Thirdly, off-the-field misbehaviour following approaches: has been discussed by referring to the fact that 1. The silent approach: You consider that the the sponsored athlete would be involved in best way would be not to communicate on it controversial affairs that are not tolerated by (as the underlying incident wouldn’t raise too the company. Furthermore, respondents were much of public's’ awareness without asked to imagine that their sponsored athlete communicating on it). was underperforming. Lastly, the fifth 2. The informative approach: You consider scenario was about the impact of accidents or that the best way would be to give a very short serious injuries/sicknesses on the brand. and informative statement on your decision To what is concerning the questions asked, the without naming any particular reasons. (ex: first question was about getting a general “in light of recent events, we’ve made the overview on the impact that the certain decision to terminate our contract with XY, scenario would have on the brand. effective immediately.”). Respondents had to rank their perception on a likert scale from one to ten (ten meaning that 3. The operational approach: You consider the issue has a very high impact on the brand). that the best way would be to give a short The aim of this questions was to be able to statement on your decision naming very classify the importance of the five selected operational reasons (ex: your brand is directed scenarios on the brand. Secondly, respondents towards other strategic visions; no mutually had to evaluate more in-depth in which way beneficial relationship with the sponsored the specific issue would harm the brand. In party anymore etc.). total, respondents had to evaluate whether the 4. The victimage approach: You consider that issue has an impact on the following seven the best way would be to give a statement factors: explaining that “under these circumstances, you see yourself forced to cut the ties” (victim approach for this particular scenario. Oakley’s role). (2013) official statement was as follow: 5. The emotional approach: You consider that “We are deeply saddened by the situation, the best way would be to create an emotional especially given our long-standing link to the brand’s personality. By doing so, relationship, but we feel it is best for all you would name as a main reason that the involved to move on and collectively spend our sponsored party does not fit your brand’s energy rebuilding the sport of cycling,” personality and core values any longer. Nike (2013) chose the emotional approach as 6. The thankful approach: You consider that well and stated on their website: the best way would be to thank the sponsored “Nike does not condone the use of illegal athlete for the cooperation, but that you cannot performance enhancing drugs in any manner. support him/her any longer due to for example We love sport and believe in the integrity of strategic reorientation (very generic reasons). competition” Lastly, respondents had to tick all the According to our survey misbehaviour on-the- communication means that they would field is in the viewpoint of many companies consider announcing their go-decision seen as very harmful. 97 % think it has a high statement. impact on their core values and brand Afterwards, the quantitative research has been personality and therefore 88 % would combined with the case studies and the terminate their contracts immediately (see literature review. This later enabled us to appendix for more information). establish a framework explaining how a brand However, bearing Nike’s statement in mind should communicate their go-decision and having a closer look at another case shows considering different evaluation criteria. This that decision-making is not always black and framework can be considered as being of high white. A good example therefore is the case of relevance for every managerial decision that is Maria Sharapova, a Russian professional based on similar reasons why a brand cut its tennis player who in March 2016 was tested ties. positive for the substance meldonium. Meldonium has been on World Anti-Doping Analysis Agency’s (WADA) list of banned substances since January 1st, 2016. Sharapova apologised Case Study 1: Misbehaviour on-the-field publicly and stated that she was unaware meldonium had been added to the WADA Due to increasing pressure to be the fastest prohibited list. Consequently, as of March 12, and best, doping, cheating and other 2016, she was provisionally suspended by the inappropriate behaviour are common in sports Anti-Doping Tennis Program (Gray, 2017). these days. This fact is also confirmed by our While the racket provider Head and the case study. Out of the 18 companies that mineral water brand Evian decided to maintain terminated their contracts due misconduct on its relationship with Sharapova, sportswear the field, 12 cases were involved in doping. company Nike decided to terminate the When we think about doping, the first sport contract at the time of the announcement of that comes to our mind is cycling. Doping was the suspension. a big problem in professional cycling in the past and it is still a topic today (Leicester, "We are saddened and surprised by the news 2017). In 2012, Lance Armstrong admitted about Maria Sharapova. We have decided to doping and was banned from sport for life. In suspend our relationship with Maria." total, he lost six sponsors. In their public A short time later, the sportswear company statements, they mainly made use of the withdrew the statement and stated that the emotional approach which also aligns with our company would continue to work with her. survey where 85 % have chosen the emotional In a statement, Nike explained (The Guardian, The common patterns in the cases of 2016): misbehaviour off-the-field show that the main “Maria did not intentionally break [the]rules. reason stated, concerns the personality of the Maria has always made her position clear, athlete to no longer fit the brand’s personality has apologised for her mistake and is now and feelings such as love or proudness are appealing the length of the ban .... Based on stressed. Consequently, one could say that the decision of the ITF [International Tennis companies take the role of human-beings Federation] and their factual findings, we when communicating and therefore hope to see Maria back on court and will communicate by using the emotional continue to partner with her.” approach. Furthermore, another common pattern was While Nike distanced itself from Armstrong, identified as some companies decided on the the sport brand decided to further support informative approach. This was the case when Sharapova. Thus, there is not only one right Coca Cola terminated their contract with course of action. As this case has shown, it is Wayne Rooney. The English footballer had a sometimes better not to draw conclusions too turbulent time in 2011, with news of him early and to make them public. It is to cheating on his wife and him swearing at question if Nike would have continued to cameras which ultimately lead to Coca Cola work with Sharapova if she would have been taking their leave via an informative approach. banned for a lifetime (like Armstrong). There were reports of Coca Cola’s top Consequently, cases of misbehaviour must be management expressing disgust for Rooney’s investigated intensively as the final decision behaviour (Evans, 2011), but the official on to stay or go depends on case-related and statement read: individual factors. “We mutually agreed that we would not renew Case study 2: Misbehaviour off-the-field our relationship. We wish Wayne well in his career” (Evans, 2011) When entering a sponsorship collaboration with a public-known athlete, there is always The responses in our survey partly reflects the the “off-the-field” personality to take into findings of the case studies, as 54 % would consideration as an athlete’s actions and communicate with an informative approach. behaviours can have an impact on the brand’s However, the results of the survey do not core values. 88.7 % of the survey respondents completely support the widespread usage of agree that misbehaviour off the field has a the emotional approach in the cases (only 7 high impact on the brand’s core values. The %). According to the survey, the informative actions of Michael Phelps, Tiger Woods or approach would be more associated to off-the- Wayne Rooney are typical cases that field misbehaviour. However, the case studies demonstrate this difficulty. In 2009, Michael pointed out that there does not exist an overall Phelps was pictured smoking marijuana at a tendency to always take the informative college party. After it was made public, most approach rather than the emotional approach of his sponsors decided to stay. However, for off-the-field misbehaviour. The reasons Kellogg’s took the emotional approach to send why will further be investigated when a strong message. When communicating on establishing the framework. the termination of their sponsorship they stated: Case study 3: Accident/Sickness “A separation, however, is tricky. Because "We decided to send a strong message to public could perceive any separation as Michael because he disappointed so many tactless which could consequently seriously people, particularly the hundreds of thousands of USA Swimming member kids who look up to damage the brand’s image.” (Schlittler, 2014) him as a role model and hero." (Macur, 2009) After his serious ski accident in 2013, the F1 legend Michael Schumacher is still working on his recovery and the consequences seem to The shoe manufacturer was heavily criticized be very serious as he has not been seen in for his early go-decision. In addition, sponsors public since then (Focus Online, 2017). No tend to not communicate if they terminate the public awareness probably means that the relationship with an athlete with serious health sponsorship does not have the aimed effects problems or injuries; 51 % of respondents anymore. Consequently, many sponsors align with this view. However, 39 % would question the value for money and cannot also consider the “thankful approach” (see afford the investment any longer as in the appendix for more information). example with Schumacher’s sponsor Navyboot (Schlittler, 2014). When they finally Case study 4: Decreasing Performance terminated the contract in 2014, different press In general, sponsorship agreements result from agencies as for example “DailyMails UK” or the exceptional performance of an athlete. In “News DE” questioned the morality of the go- the sponsor’s perspective, a main objective of decision (Hall, Ellen & Awford, 2014). the relationship is to simultaneously celebrate Hence, whenever sponsors decide to leave the the athlete’s victories within the brand. Every athlete because of serious accidents or injuries, victory is supposed to lead to a higher brand they have to fear the public’s reaction that awareness and visibility of the brand (Cave & could have serious impacts on the brand’s Miller, 2016). This is also why in 2014, reputation and identity. This is probably the Martini engaged with the F1 team Williams reason why it took a long time until the other after a very stable performance in 2013. In sponsors of Schumacher ended their contracts 2014, Williams was even able to score a with the F1 legend. In fact, four years after the podium place with their new Martini accident, the sponsors Hörnemann and machines. However, the performance Audemars Piguet also decided to discontinue decreased to fifth position during the next two their relationship with Schumacher. years (De Geus, 2018). Just recently, the title- When analysing how the three sponsors sponsor Martini, belonging to the Bacardi communicated on their go-decision, several group, announced that they would cut their common patterns can be observed. Concerning ties with the Williams team. Asking for the Hörnemann, no statement has been made. reasons why, the team stated that: When asking about the reasons, the only message that was delivered is that “no further “We have discussed extending beyond 2018. information will be given” (Sharaf, 2017). While we both would like to do so, the Bacardi Audemars Piguet adapted this approach of Group have told us that they will step away “non-communication” even if their go- entirely from Formula 1 when our contract decision is contradicting what has been said expires at the end of this year. They have several years before (Focus Online, 2017). many brands to support and obviously, their Back in 2014, ending the contract would not strategic priorities evolve over time”. have been an option for the watch (Barretto, 2018) manufacturer. Instead, the company launched When thinking about this statement, it might a special watch line to honour the F1 legend. seem trustworthy to some of us. Three years later, this solidarity seems to be Simultaneously, one could ask him- or herself gone (Sharaf, 2017). In fact, it seems that in if the Bacardi Group would have also cut their such contexts, sponsors are struggling to end ties with Williams and the F1 in general if the their business relationships at an early stage. performance would have been constantly This has also been underlined by our outstanding. As the sponsorship was set up to quantitative research where 90 % of the be a long term-deal only four years ago, it respondents would not quit the contract and raises the question if the decreasing just wait until it runs out of time. This performance also influenced Bacardi's go- relatively soft approach seems appropriate decision. Looking at the quantitative research, considering the way Navyboot was treated. it seems that sponsors do not properly agree on whether athlete’s decreasing performance also what has happened to Coca-Cola when can be an issue for the company. Even if most they sponsored the football star Ronaldinho. In the respondents considered decreasing 2012, the Coke ambassador was photographed performances to have an impact on the brand, at a press conference while drinking a Pepsi. it seems to be significantly less important When Coca-Cola found out that their compared to the other scenarios. In fact, most sponsoring investment of $76,000 was of the respondents evaluated the impact on the beneficial for their main competitor Pepsi brand as medium (5-6/10; see illustration 1). (Harvy, 2012), they quickly ended the relationship saying that: “Coca-Cola recognizes the career and the value of Ronaldinho. However, due to recent developments, it has become impossible to continue the partnership.” (Wright, 2012) Furthermore, Coca-Cola’s marketing chief, Marcela Pontes, branded the current situation as “embarrassing” (Quinton, 2012) and further continues that: “The fact that the player has appeared with a Illustration 1 – Impact of decreasing performance on the brand can of Pepsi was the straw that broke the (own figure based on quantitative research) camel’s back.” (Quinton, 2012) However, the widely-spread responses in the When comparing Coca-Cola’s reaction to our survey do indicate that the impact zone of quantitative research, breaches of contract are decreasing performance is very dependent on considered to have a very high impact on the the factors surrounding the individual case. brand scoring for the most part 9/10 (see When ranking the impact on different success illustration 2). criteria, the respondents opted for brand awareness to be most influenced (50.7 % medium impact and 38 % high impact). At the same time, there is a high rate of respondents (73 %) that believes that the decreasing performance would not have an impact on the value proposition. This could indicate that companies recognize that the value of sponsorships is rather based on the personality of the athlete than its performance. The responses of how to communicate the termination, are in favour of the operational approach (53.5 %), with the silent (21 %) and Illustration 2 – Impact of breaches of contract on the brand (own thankful approach (17 %) followed as popular figure based on quantitative research) alternatives. Furthermore, the majority (72 %) In particular, sponsors fear the value would wait until the contract runs out before proposition including the brand’s competitive they quit (see appendix for more information). advantages to be damaged (see appendix for further information). This is very well Case study 5: Breach of contract illustrated by the Coca-Cola case when Whenever two parties establish a contract, the imagining the reputational impact on the brand relationship should rely on the trust that the when their main ambassador was drinking the other party will abide by the contract’s rules. competitor’s product. By considering such a However, breaches of contract occur. This is high risk of brand damage, it is obvious that sponsors react with immediate termination of to classify influencing factors in primary or the contract after the athlete breached it. In secondary importance. fact, more than 90 % of the survey respondents have considered immediately cutting ties with the athlete (see appendix for Evaluation further information). With regard to external communication on the go-decision, 59 % Elements of primary importance would take on the role of "victim" and say that A first step of the establishment of our the current problems forced them to end their framework has been to identify how different connection to the athlete. This is also what sponsorship issues can affect a brand. As Coca-Cola is doing when saying that “due to already said, according to our case study, there recent developments, it has become impossible exist five different main scenarios that can to continue the partnership” (Wright, 2012). cause a sponsorship issue: ● Breach of contract Discussion ● On-the-field misbehaviour ● Off-the-field misbehaviour This section is designated to discuss the results ● Decreasing performance of the quantitative research. Managerial ● Accident / Sickness implications will be concluded from the quantitative research and the case studies that When comparing the different types of were analysed beforehand. Moreover, further sponsorship scandals, depending on the research to extend this paper’s idea will be scenario, different key brand elements were explained. Coming back to the initial purpose affected. This enabled us to better differentiate of this paper, the research question is the the five scenarios. following: Which internal factors influence In particular, companies mainly consider three how companies communicate their go- different key elements to be endangered by one of the five sponsorship issues (see decision? The quantitative research gives clear answer patterns to this question and enables us illustration 3).

Illustration 3 – Star alignment – Classification of scandal types by different brand elements (own figure based on survey) The awareness of a brand is most likely to be Elements of secondary importance endangered by an athlete’s decreasing As a next step, all the second-most-important performance or accidents and serious injuries. criteria for each scenario have been integrated. In comparison, companies evaluate that on- In total, all five scenarios turned around the the-field and off-the-field misbehaviours same two brand elements that were ranked at would only have a very limited impact on the second place. These two elements are the brand’s awareness. In fact, on- and off-the- brand’s reputation and value for money. In field misbehaviour are more likely to be a comparison to the elements of primary source of risk for the brand’s core values. importance, such elements can still be Moreover, the brand’s value proposition is considered as important for the company but especially endangered when it comes to cannot be taken as vital: they are of secondary breaches of contract. Compared to the other importance. To conclude the first two steps four elements, brand awareness, value taken, illustration 3 sums up primary (blue) proposition and core values are the only ones and secondary important elements (grey) for having an average at least a medium impact on each scenario (see above). The classification the brand (meaning scoring in average more in primary and secondary important key brand than 142 points; see appendix for further elements enabled us to better understand how explanation). Therefore, these three elements certain issues can affect the brand. This is in can be considered as of vital/primary the following called “impact zone”. importance to a brand.

Illustration 4 –Framework Step 1 (own figure)

Choosing the appropriate communication approach After having analysed the different impact meaning the specific scenario, and (2) the zones, the brand of course has to choose the impact-area, meaning the primary and most appropriate and effective communication secondary brand elements that are endangered. approach to announce its go-decision to the The communication approaches have further outside world without causing additional been specified as the silent, thankful, damage. Thanks to the in-depth analysis of the operational, emotional, informative and case studies, we identified six different ways victimage approach. of communicating a termination of contract. 1. The silent or thankful approach: Companies Which of these communication approaches to tend to choose the silent or thankful approach choose always depends on (1) the context, whenever the athlete has had an accident, a serious injury or long-term sickness. In our whereas the informative approach was more multiple case study approach, we have seen associated with off-the-field misbehaviour. that some go-decision can raise moral However, our multiple case study approach conflicts. For example, quitting a contract has shown that these two approaches cannot because of the fact that the investment in always be as clearly differentiated as was the sponsorship is not worth the money any longer case in the quantitative research. In fact, even is not be well seen by the athlete’s fans. if companies mainly tend to use the emotional Consequently, companies are more likely to approach for on-the-field misbehaviour, some only communicate when they thank the athlete also decided to stick with the informative (we call this the “thankful approach”) or not approach (see appendix for exemplary cases). communicate about it at all hoping to not raise This phenomenon can be explained by looking too much awareness (the silent approach). In at the previous steps which have underlined both cases, no real reasons are mentioned why that the nature of both issues is the very same a brand might have left the athlete. (see primary and secondary brand elements of 2. The operational approach: Corporations on- and off-the-field misbehaviour). Additionally, both approaches aim at have the tendency to take the operational immediately minimizing the feedback effect approach whenever the athlete is facing a decreasing performance. Here again, blaming from the athlete on the brand, so it seems that the athlete for having a decreasing both approaches have more in common than performance is morally critical. This is why one might think at the beginning. companies tend to claim that they would 4. The victimage approach: Lastly, firms are strategically re-orient themselves or that they more likely to choose the victimage approach would not consider a certain sports category as whenever the athlete breaches a contract. important for their business any longer (see Meaning that a brand communicates the go- the Martini-Williams-case). decision in a very honest way and often refer 3. The emotional or informative approach: to the fact that it can no longer support the Companies are inclined to take the emotional athlete and therefore sees itself “forced to or informative approach if the athlete has terminate the relationship”. conducted on-the-field or off-the-field misbehaviour. Both approaches can be aligned Framework in having a very strong distancing-power by emphasizing that the company will no longer By combining the different types of scandals support the athlete due to the previous with the impact zones and the communication misconduct. Still, several different approaches, we were able to establish a characteristics should be taken into framework categorizing several scandals in consideration. The informative approach aims their initial source on how they would affect to create a clear distance to the athlete by the brand and how to communicate on the go- highlighting briefly that the company has decision (see illustration 5). This framework ended the relationship (effective immediately) divides the brand’s impact zone into primary without giving underlying arguments. In and secondary factors. In total, three primary contrary, the emotional approach, also aiming factors were determined being (1) the brand’s at creating a clear distance, stresses that the awareness, (2) the brand’s value proposition athlete’s behaviour would not be in line with and (3) its core values. In addition to that, two the brand’s belief system. As we can see, this secondary important factors can be considered tactic creates a direct link to the brand’s by a company being (4) value for money and personality and core values that contradict the (5) a brand’s reputation. Depending on athlete’s misbehaviour. Referring to the different scenarios leading to the specific quantitative research, the emotional approach impact zone, different communication has been linked to on-the-field misbehaviour strategies are considered. In fact, depending on the context, a company can choose in endangered. between the following communication 3. The emotional or informative approach approaches: whenever a brand fears its core values (and an 1. The silent or thankful approach whenever its reputation) to be affected. the brand’s awareness is primarily infringed 4. The victimage approach whenever a brand’s and the brand is fearing the value for money. value proposition (and value for money) is 2. The operational approach whenever primary violated. the brand’s awareness and its reputation is

Illustration 5 – Final framework (own figure)

Managerial implications Nowadays, many companies are involved in considered in which a brand/star. After having sports sponsorship and most of them are aware analysed in detail how a sponsorship issue can of the risks involved. When facing affect a brand, the framework also gives an sponsorship issues, companies must react idea of which communication approach to immediately. The stay-or-go-decision is one of take. As mentioned before, the impact-area is the first question that comes to the manager's crucial in order to choose the right mind. However, this decision cannot be made communicate approach on the go-decision. by the instinct. Such a decision requires in- Nonetheless, a manager should be aware that depth investigation of the impact-zone. This these communication approaches are to be paper represents five different dimensions that regarded as general trends and cannot be can be taken into consideration when applied one-to-one. The communication analysing how a sponsorship scandal can strategy of an organisation depends not only affect the brand. In particular, the framework on the context but also on an individual part allows companies to better understand the that integrates a company’s culture and impact zone of a sponsorship problem by expression guidelines. For managers, however, identifying primary and secondary sources of it is useful to understand the global tendency impact. However, some issues only affect of which communicative strategy was some of the five dimensions. This is illustrated considered in which specific context. by the star-metaphor as the star points are all independent from each other but together form

Conclusion perceived the different cases and their termination statements. The survey was Should we stay or should we go? directed at sponsoring and marketing This has been the initial line of thought for this departments and 71 employees responded. paper. It was pointed out that in some However, although the scenarios were situations, it is better to end the relationship presented in a neutral manner employees can with another party. Nevertheless, be biased due to cases that have occurred in understanding why a person leaves is the company in the past. Although the survey sometimes very difficult. In fact, this also was anonymous there might have occurred an applies to companies that have decided to go. error of “morality vs. reality” which means Even if companies communicate on their go- that people answered in a moral way but not decision (also no communication is necessarily realistic also referring to the true communication in a certain sense), it self and the ideal self (what you actually do sometimes remains unclear why they decided vs. what you want to do) (Higgins 1989). to take that direction. Another limitation is that the time frame for This paper has identified five critical brand carrying out and testing the study was short. elements that could be damaged by The case studies also only allowed an sponsorship issues and therefore explains why examination of the external perspective and a company decides to leave. Finally, these not the justification for the brand's key elements were compared with various communication as we have not had any scenarios and a context-adapted external internal insights of the company. The last communication strategy. limitation is that the identified category Nevertheless, it must be taken into sickness/accident had a relatively small consideration, that go-decisions are not always number of cases and this may have influenced possible to generalize. There is always a our conclusion about the category. certain individual component that cannot be ignored. For example, the organisational References culture or the individual personality and value of each athlete acting as brand ambassador has Andrews, J. (2017). Sponsorship and Events not been considered. Therefore, this paper Measurement. ESP. IEG Survey Research only aims to create a framework with general Report. Available at: tendencies regarding the impact on the brand http://www.sponsorship.com/IEG/files/7f/7fd3bb3 and communication strategies. This 1-2c81-4fe9-8f5d-1c9d7cab1232.pdf [Accessed 12 framework helps a company to structure its Oct. 2018] own individual crisis management process in Ashcroft, Linda S. (1997) "Crisis relation to sponsorship issues, but does not management ‐ public relations", Journal of provide a black-and-white direction. Managerial Psychology, Vol. 12 Issue: 5, In conclusion, whenever you decide to go, go pp.325-332, but be sure to understand the reasons that let https://doi.org/10.1108/02683949710183522 you to that decision and communicate about it in a way that will not cause any harm. Barker, S. (2016). Deadspin.com. Available at: https://deadspin.com/nike-sues-800-meter- star-boris-berian-for-breach-of-con- Limitations and Further Research 1777975556 [Accessed 14 Oct. 2018]. This paper is a quantitative research which Barretto, L. (2018). Autosport. Available at: solely takes the brand’s perspective into https://www.autosport.com/f1/news/134554/w account. In order to test the generalizability of illiams-martini-deal-to-end-after-2018 the framework further research could be done [Accessed 12 Oct. 2018] by questioning consumers of how they have BBC (2013). Pistorius contract suspended by dismisses-broadcast-rights-concerns Nike. BBC News. Available at: [Accessed 14 Oct. 2018]. https://www.bbc.com/news/business- Caesar, E. (2006). Why celebrity endorsement 21530625 [Accessed 14 Oct. 2018]. doesn't always turn out how either party. The BBC News (2016). More sponsors drop US Independent. Available at: swimmer Lochte. BBC News. Available at: https://www.independent.co.uk/student/magaz https://www.bbc.com/news/business- ines/why-celebrity-endorsement-doesnt- 37159288 [Accessed 14 Oct. 2018]. always-turn-out-how-either-party-intended- Bennet, Roger. (1999). Sports sponsorship, 409814.html [Accessed 14 Oct. 2018]. spectator recall and false consensus. European Callahan, S. (2009). Accenture terminates Journal of Marketing. Vol. 33 Issue 3/4, p291, sponsorship agreement with Tiger Woods. 23p, 4 charts, 4 graphs. Adage.com. Available at: Bennett (2011). Rashard Mendenhall's https://adage.com/article/btob/accenture- Controversial Osama Bin Laden Tweets Cost terminates-sponsorship-agreement-tiger- Him A Sponsorship. Business Insider. woods/277660/ [Accessed 14 Oct. 2018]. Available at: Cave & Miller (2016). How sports https://www.businessinsider.com/rashard- sponsorship is driving exponential growth in mendenhall-champion-sponsorship-2011- brand awareness. [online] The Telegraph. 5?r=US&IR=T&IR=T [Accessed 14 Oct. Available at: 2018]. https://www.telegraph.co.uk/investing/busines Berliner Zeitung (2017). Verträge gekündigt: s-of-sport/promoting-leading-brands/ Diese Sponsoren kehren Schumacher den [Accessed 18 Oct. 2018]. Rücken. Berliner Zeitung. Available at: CBS News (1999). Reebok Drops Olympic https://www.berliner- Deal. Cbsnews.com. Available at: zeitung.de/sport/vertraege-gekuendigt-diese- https://www.cbsnews.com/news/reebok-drops- sponsoren-kehren-schumacher-den-ruecken- olympic-deal/ [Accessed 15 Oct. 2018]. 25562438 [Accessed 14 Oct. 2018]. CBS News. (2013). Danish striker scolded for Bold, B. (2012). Anheuser-Busch drops Lance underwear stunt at Euro 2012. Available at: Armstrong sponsorship. Campaignlive.co.uk. https://www.cbsnews.com/news/danish- Available at: striker-scolded-for-underwear-stunt-at-euro- https://www.campaignlive.co.uk/article/anheu 2012/ [Accessed 14 Oct. 2018]. ser-busch-drops-lance-armstrong- CBS News (2016). "Saddened and surprised": sponsorship/1155383 [Accessed 14 Oct. Nike cuts ties with Sharapova after drug test. 2018]. Cbsnews.com. Available at: Breech, J. (2013). Puma drops Aaron https://www.cbsnews.com/news/maria- Hernandez as endorser. CBSSports.com. sharapova-nike-tag-heuer-porsche-cut-ties- Available at: after-failed-drug-test/ [Accessed 14 Oct. https://www.cbssports.com/nfl/news/puma- 2018]. drops-aaron-hernandez-as-endorser/ [Accessed Coombs, Timothy, W. (2007). Protecting 14 Oct. 2018]. organisation Reputations During a Crisis: The B&T Magazine (2018). Magellan, Asics & LG Development and Application of Situational Tear Up Cricket Sponsorships, As CA Crisis Communication Theory. Corporate Dismisses Broadcast Rights Concerns - B&T. Reputation Review. Vol 10 Issue 3, 163-176. B&T. Available at: Crompton, J. (2015). Potential negative http://www.bandt.com.au/marketing/magellan- outcomes from sports sponsorship. asics-lg-tear-cricket-sponsorships-ca- International Journal of Sports Marketing and Sponsorship, 16(3), pp.20-34. Day, J. (2006). Sports sponsors and doping Gray, J. (2017). Maria Sharapova drugs ban scandals. the Guardian. Available at: explained: Why is she back at the US Open https://www.theguardian.com/media/organgrin and what is meldonium?. Express.co.uk. der/2006/jul/31/sportssponsorsanddopingsca Available at: [Accessed 14 Oct. 2018]. https://www.express.co.uk/sport/tennis/84767 Deutsches Global Compact Netzwerk (2015). 3/Maria-Sharapova-drugs-ban-explained- Sponsoring - Chancen nutzen und Risiken wildcard-US-Open-2017-meldonium- minimieren. Obrigheim. Metzgerdruck GmbH. mildronate [Accessed 12 Oct. 2018]. De Geus (2018). Martini is Leaving Formula 1 Greyser, Stephen A. (2009) Corporate brand After 2018. Element. Available at: reputation and brand crisis management, Management Decision, Vol. 47 Issue: 4, http://www.thedrive.com/accelerator/18840/m artini-is-leaving-formula-1-after-2018 pp.590-602, [Accessed 14 Oct. 2018] [Accessed 15 Oct. 2018]. Hall, Alan & Awford, Jenny. (2014). Michael Donegan, L. (2010). Tiger Woods reported to Schumacher 'dumped by £4 million a year be in sex-addiction clinic. the Guardian. sponsors after ski accident left him paralysed Available at: and unable to speak'. Daily Mail. 13 https://www.theguardian.com/global/blog/201 december. 0/jan/16/golf-tiger-woods-sex-addiction https://www.dailymail.co.uk/news/article- 2872491/Michael-Schumacher-dumped- [Accessed 11 Oct. 2018]. 4million-year-sponsors-ski-accident-left- Evans, M. (2011). Rooney's Coca-Cola paralysed-unable-speak.html [Accessed 14 contract ended. Telegraph.co.uk. Available Oct. 2018] at: https://www.telegraph.co.uk/sport/football/ players/wayne-rooney/8434064/Rooneys- Hart, S. (2012). Nike's mighty swoosh has Coca-Cola-contract-ended.html [Accessed 14 shown loyalty in the past but has no time for Oct. 2018]. drug cheats. Telegraph.co.uk. Available at: https://www.telegraph.co.uk/sport/othersports/ Fiorentine (2014). Worst Behavior: A History cycling/lancearmstrong/9616359/Nikes- of Nike Suspending Endorsement Deals. mighty-swoosh-has-shown-loyalty-in-the- Complex. Available at: past-but-has-no-time-for-drug-cheats.html https://www.complex.com/sneakers/2014/09/ [Accessed 14 Oct. 2018]. worst-behavior-a-history-of-nike-suspending- Harvard Business Review. (2018). Should endorsement-deals [Accessed 14 Oct. 2018]. Sponsors Call the Shots on Athletes’ Focus Online. (2017) Michael Schumacher: Behavior?. Available at: Warum wir wohl nie erfahren, wie es ihm https://hbr.org/2010/07/who-should-control- geht. 29 december. athletes-be [Accessed 11 Oct. 2018]. https://www.focus.de/sport/formel1/vier-jahre- nach-ski-unfall-michael-schumacher-warum- Harvy, Ben. (2012). Ronaldinho loses wir-wohl-nie-erfahren-wie-es-ihm- sponsorship deal with Coca-Cola after turning geht_id_8148699.html [Accessed 14 Oct. up to a press conference with a can of Pepsi. Fox Sports. 11 july. Available at: 2018]. https://www.foxsports.com.au/football/ronaldi Gray, D. (2018). LG decides 'not to renew' nho-loses-sponsorship-deal-with-coca-cola- David Warner sponsorship. The Sydney after-turning-up-to-a-press-conference-with-a- Morning Herald. Available at: can-of-pepsi/news- https://www.smh.com.au/business/companies/l story/8698023bb78615fcb28b75a2303e055b g-decides-not-to-renew-david-warner- [Accessed 11 Oct. 2018]. sponsorship-20180328-p4z6pj.html [Accessed Higgins, E. T. (1989). Self-discrepancy 14 Oct. 2018]. theory: What patterns of self-beliefs cause people to suffer. Advances in experimental over-ball-tampering-incident- social psychology, 22, 93-136. idUSKBN1H43HZ [Accessed 14 Oct. 2018]. Howard, D. R., & Crompton, J. L. (1995). Kedmey, D. (2014). http://time.com. Time. Financing sport. Morgantown, WV: Fitness Available at: http://time.com/3393797/adrian- Information Technology. peterson-nike-minnesota-vikings/ [Accessed India Today Online (2013). Nike sues Virat 14 Oct. 2018]. Kohli for breach of contract. India Today. Kim, J. (2010). adidas Terminates Gilbert Available at: Arenas' Contract - SneakerNews.com. https://www.indiatoday.in/sports/cricket/story/ Sneaker News. Available at: virat-kohli-sued-by-nike-breach-of- https://sneakernews.com/2010/01/16/adidas- endorsement-contract-karnataka-high-court- terminates-gilbert-arenas-contract/ [Accessed indian-cricketer-174449-2013-08-21 14 Oct. 2018]. [Accessed 14 Oct. 2018]. Kinmont (2016). Is sports sponsorship still Inman, W. (1988). The doping scandal that worth the risk?. The Drum. Available at: forced Ben Johnson to relinquish.... UPI. https://www.thedrum.com/opinion/2016/03/16 Available at: /sports-sponsorship-still-worth-risk [Accessed https://www.upi.com/Archives/1988/09/28/Th 15 Oct. 2018]. e-doping-scandal-that-forced-Ben-Johnson-to- Leary, M. (2018). Williams' Martini relinquish/7838591422400/ [Accessed 14 Oct. Sponsorship Deal to End After 2018 Formula 2018]. One Season. GTPlanet. Available at: Iorado, B. (2012). Anheuser-Busch drops https://www.gtplanet.net/williams-martini- Lance Armstrong sponsorship. sponsorship-deal-end-2018-formula-one- Campaignlive.co.uk. Available at: season/ [Accessed 14 Oct. 2018]. https://www.campaignlive.co.uk/article/anheu Lee, S.; Cornell, T. & Babiak, K. (2012): ser-busch-drops-lance-armstrong- Developing an instrument to measure the sponsorship/1155383 [Accessed 14 Oct. social impact of sport: social capital, 2018]. collective identities, health literacy, well-being Isidore, G. (2014). Nike suspends deal with and human capital. Journal of Sport Adrian Peterson while Castrol drops him over Management, pp. 24-42. child abuse allegations. CNNMoney. Leicester, J. (2017). At Tour the France, Available at: doping is always part of the story. The https://money.cnn.com/2014/09/16/news/com Associated Press. Available at: panies/castrol-adrian-peterson/index.html https://apnews.com/2a85dc74bf9f4320bc128e [Accessed 14 Oct. 2018]. 8a7f97055b [Accessed 12 Oct. 2018]. Katzowitz (2013). Report: Aaron Hernandez Lewin, A. (2017). More sponsors desert loses endorsement deal. CBSSports.com. Michael Schumacher | F1i.com. F1i.com. Available at: Available at: http://f1i.com/news/86560- https://www.cbssports.com/nfl/news/report- sponsors-desert-michael-schumacher.html aaron-hernandez-loses-endorsement-deal/ [Accessed 14 Oct. 2018]. [Accessed 14 Oct. 2018]. Marks, B. (2018). NASCAR’s Jimmie Johnson loses primary sponsor Lowe’s for 2019 and Kaye, B. (2018). Cricket Australia loses major beyond. charlotteobserver. Available at: sponsor over players' 'conspiracy' to.... U.S. https://www.charlotteobserver.com/sports/nas Available at: https://www.reuters.com/article/ car-auto- us-cricket-test-zaf-aus-tampering- racing/thatsracin/article205195649.html sponso/cricket-asics-drops-warner-bancroft- [Accessed 14 Oct. 2018]. Macur, J. (2009). Phelps is suspended and on-lance-armstrong-january-17-2013 loses a key sponsor. Nytimes.com. Available [Accessed 12 Oct. 2018]. at: Omnisport (2018). Yahoo is now part of Oath. https://www.nytimes.com/2009/02/06/sports/0 Sports.yahoo.com. Available at: 6iht-swim.1.19984715.html [Accessed 14 Oct. https://sports.yahoo.com/moto2-rider-apos- 2018]. contract-terminated- Masters, R. (2018). Canterbury Bulldogs lose 113402472.html?guccounter=1 [Accessed 14 key sponsor over Mad Monday scandal. The Oct. 2018]. Sydney Morning Herald. Available at: O’Reilly, N. (2008). Risk management in https://www.smh.com.au/sport/nrl/canterbury- sports sponsorship: application to human bulldogs-lose-key-sponsor-over-mad-monday- mortality risk. International Journal of Sports scandal-20180907-p502bw.html [Accessed 14 Marketing & Sponsorship, Vol. 10 Issue: 1 - Oct. 2018]. pp. 39-56. McAdams, D. (2006). Sponsoring sportif: les Parsons, Will. (1996). Crisis management. conditions du succès. Finance & the common Career Development International, Vol. 1 good / Bien commun, Vol 26, pp. 71-74. Issue: 5, pp. 26-28, https:// Meenaghan, T. (1991). The role of doi.org/10.1108/13620439610130614 sponsorship in the marketing communications Payton & Associates (2012). Golf star Rory mix. International Journal of Internet McIlroy sued for breach of contract | Payton Marketing and Advertising, 10, 35-47. & Associates, LLC. Payton & Associates, Mullman, J. (2018). Is Nike Next? AirTran LLC. Available at: Drops Scandal-Prone Vick. Adage.com. https://www.payton- Available at: https://adage.com/article/print- law.com/blog/2012/12/golf-star-rory-mcilroy- edition/nike-airtran-drops-scandal-prone- sued-for-breach-of-contract.shtml vick/117075/ [Accessed 14 Oct. 2018]. [Accessed 15 Oct. 2018]. MMA Junkie (2015). Reebok terminates Quinton, M. (2012). Footie ace Ronaldinho's sponsorship of ex-UFC champ Jon Jones. Coca-Cola deal crushed after Pepsi gaffe. MMAjunkie. Available at: The Sun. Available at: https://mmajunkie.com/2015/04/reebok- https://www.thesun.co.uk/archives/news/7526 terminates-sponsorship-of-ex-ufc-champ-jon- 73/footie-ace-ronaldinhos-coca-cola-deal- jones [Accessed 14 Oct. 2018]. crushed-after-pepsi-gaffe/ [Accessed 14 Oct. Mullman, J. (2007). Is Nike Next? AirTran 2018]. Drops Scandal-Prone Vick. Adage.com. Raimondi (2014). Jones: Nike didn't drop me Available at: https://adage.com/article/print- due to Cormier brawl. MMA Fighting. edition/nike-airtran-drops-scandal-prone- Available at: vick/117075/ [Accessed 14 Oct. 2018]. https://www.mmafighting.com/2014/12/29/74 News.de. (2014). Michael Schumacher: Keine 65275/nike-didnt-drop-jon-jones-due-to- Gegenleistung: Sponsoren trennen sich von daniel-cormier-brawl-i-kind-of-owe [Accessed Schumi. News.DE. 11 december. 14 Oct. 2018]. http://www.news.de/auto/855574322/michael- Rovell, D. (2011). Mendenhall Sues schumacher-news-aktuell-sponsoren- Champion After Termination. CNBC. kuendigen-vertraege-schumi-gesundheits- Available at: zustand-in-reha-schweizer-modefirma-trennt- https://www.cnbc.com/id/43798871 [Accessed sich/1/ [Accessed 14 Oct. 2018]. 14 Oct. 2018]. Nike News. (2013). Nike Statement on Lance Rovell, D. (2014a). Nike ends Pistorius' deal; Armstrong January 17, 2013. Available at: 2nd time this week. ESPN.com. Available at: https://news.nike.com/news/nike-statement- http://www.espn.co.uk/skiing/trackandfield/sto ry/_/id/11521460/nike-terminates-contract- Telegraph Sport (2014). Luis Suarez loses oscar-pistorius [Accessed 14 Oct. 2018]. sponsorship deal with 888poker after four- Rovell, D. (2014b). Another Shoe Drops for month ban for biting Italy's Giorgio Chiellini. Ray Rice With Nike Cancellation. ABC News. Telegraph.co.uk. Available at: Available at: https://www.telegraph.co.uk/sport/football/pla https://abcnews.go.com/Sports/ray-rices-nike- yers/luis-suarez/10929867/Luis-Suarez-loses- contract-canceled-punch- sponsorship-deal-with-888poker-after-four- video/story?id=25378682 [Accessed 14 Oct. month-ban-for-biting-Italys-Giorgio- 2018]. Chiellini.html [Accessed 14 Oct. 2018]. Rovell, D. (2016). Nike cuts Pacquiao ties The Guardian (2016). Maria Sharapova maintains support of major sponsors despite over 'abhorrent' remarks. ESPN.com. Available at: two-year ban. the Guardian. Available at: http://www.espn.com/boxing/story/_/id/14793 https://www.theguardian.com/sport/2016/jun/0 9/maria-sharapova-gets-support-of-nike-head- 389/nike-ends-endorsement-contract-manny- despite-two-year-ban-tennis [Accessed 14 Oct. pacquiao [Accessed 14 Oct. 2018]. 2018]. Schlittler (2014). Navyboot: Gaydoul und Schumacher gehen getrennte Wege. az The Guardian. (2018). Maria Sharapova Aargauer Zeitung. Available at: maintains support of major sponsors despite https://www.aargauerzeitung.ch/wirtschaft/nav two-year ban. Available at: https://www.theguardian.com/sport/2016/jun/0 yboot-gaydoul-und-schumacher-gehen- 9/maria-sharapova-gets-support-of-nike-head- getrennte-wege-128632284 [Accessed 12 Oct. despite-two-year-ban-tennis [Accessed 12 Oct. 2018]. 2018]. Serrano, Alfonso. (2007). Michael Vick Tribou, G. (2002). Sponsoring Sportif. Paris. Sacked by Nike, Reebok. CBS News. 27 july. ECONOMICA. https://www.cbsnews.com/news/michael-vick- sacked-by-nike-reebok/ [Accessed 12 Oct. Vranica, S. (2017). Dannon Ends Ad Deal With Panthers’ Cam Newton After Sexist 2018]. Comment. WSJ. Available at: Sharaf, Domonik, (2017). Michael https://www.wsj.com/articles/dannon-ends-ad- Schumacher: Zwei Sponsoren ziehen sich deal-with-panthers-cam-newton-after-sexist- zurück. Motorsport Total. 13 january. comment-1507240252 [Accessed 14 Oct. https://www.motorsport-total.com/formel- 2018]. 1/news/michael-schumacher-mindestens-ein- sponsor-zieht-zurueck-17011303 [Accessed Walker, P. (2012). Rabobank ends sponsorship over concerns cycling is not 12 Oct. 2018]. 'clean and fair'. the Guardian. Available at: Seeger, Matthew W. (2006) Best Practices in https://www.theguardian.com/business/2012/o Crisis Communication: An Expert Panel ct/19/rabobank-ends-cycling-sponsorship- Process, Journal of Applied Communication doping [Accessed 14 Oct. 2018]. Research, 34:3, 232-244, DOI: Wantimba, M. (2018). Startimes terminate 10.1080/00909880600769944 sponsorship with sc villa citing bad Public Shank. D, Matthew. (1999). Sports Marketing relations. Sports256 Media. Available at: – A strategic perspective. New Jersey. https://www.sports256.com/2018/07/18/starti Prentice- Hall Inc. ISBN 0-13-621871-7. mes-terminate-sponsorship-with-sc-villa- Stastny & Adjouri (2015). Sport Branding: citing-bad-public-relations/ [Accessed 14 Oct. Mit Sport-Sponsoring zum Markenerfolg. 2018]. Berlin. Springer Verlag. Weir, K. (2012). Sponsor Oakley drops Armstrong after 25 years. U.S. Available at: https://www.reuters.com/article/us-cycling- armstrong-oakley/sponsor-oakley-drops- armstrong-after-25-years- idUSBRE89L0QR20121022 [Accessed 14 Oct. 2018]. Weir (2013). Nike halts Pistorius deal to protect brand. U.S. Available at: https://www.reuters.com/article/uk-safrica- pistorius-nike/nike-halts-pistorius-deal-to- protect-brand-idUKBRE91K0AT20130221 [Accessed 14 Oct. 2018]. Webb & Deutsch (2012). Rabobank pulls cycling sponsorship over doping scandal. U.S. Available at: https://www.reuters.com/article/uk-cycling- rabobank/rabobank-pulls-cycling-sponsorship- over-doping-scandal- idUKBRE89I0DH20121019 [Accessed 14 Oct. 2018]. Wilson, B., Stavros, C. and Westberg, K. (2010). A sport crisis typology: establishing a pathway for future research. International Journal of Sport Management and Marketing, 7(1/2), p.21. Wright, C. (2012). Ronaldinho Loses $750k Coca-Cola Sponsorship For Being In Same Room As Pepsi Can | Who Ate all the Pies. Available at: http://www.whoateallthepies.tv/fail/131673/ro naldinho-loses-750k-coca-cola-sponsorship- for-being-in-same-room-as-pepsi-can.html [Accessed 14 Oct. 2018]. Yin, R. (2003). Case Study Research - Design and Methods. Thousand Oaks, CA. Sage Publications, 2nd edition.

Appendix Questions:

Scenario 1: Breach of contract

Q1: How much does this issue affect/harm your brand?

Impact value 1 = no impact 2 3 4 5 6 7 8 9 10 = high impact Percentage 0 0 0 0 0 1% 7% 24% 37% 31% Number 0 0 0 0 0 1 5 17 26 22 Average 0 0 0 0 0 6 35 136 234 220 631 Average 8,88732394 How much does this issue affect/harm your brand? (Breach of contract)

0,4 37% 0,35 31% 0,3 24% 0,25 0,2 0,15 0,1 7% 0,05 0 0 0 0 0 1% 0 1 = no 2 3 4 5 6 7 8 9 10 = impact high impact

Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 46 18 6 1 71 Brand awareness 65% 25% 8% 1% Brand's core values 29 30 6 6 71 Brand's core values 41% 42% 8% 8% Brand's value proposition 4 4 8 55 71 Brand's value proposition6% 6% 11% 77% Brand's reputation 10 32 22 7 71 Brand's reputation 14% 45% 31% 10% Value for money 7 13 26 25 71 Value for money 10% 18% 37% 35% Customer loyalty 8 21 26 16 71 Customer loyalty 11% 30% 37% 23% Sales stimulation 10 17 15 29 71 Sales stimulation 14% 24% 21% 41%

Please classify whether the current issue has a high, medium, Impact on brand's value proposition low or neutral impact on the following success criteria. 6% 90% 6% 80% 70% 60% 11% 50% 40% 30% 20% 10% 0% Brand Brand's Brand's Brand's Value for Customer Sales 77% awareness core values value reputation money loyalty stimulation proposition

Neutral impact Low impact Medium impact High impact Neutral impact Low impact Medium impact High impact

Q3: If you decided to cut ties with this person, when would you do that?

If you decided to cut ties with this person, whe would you do Immediately 92% that? During the next couple 4% 4% of month whenever the Immediately awareness of the issue has diminished a little During the next couple of month whenever the awareness of the issue has diminished a little bit. 4% bit. I would not quit the I would not quit the contract and just wait until contract and just wait it runs out of time. 92% until it runs out of time. 4%

Q4: If you decided to cut ties with this person, which external communication strategy would you most probably consider?

If you decided to cut ties with this person, whe would you do The silent approach 3% that? The informative approach 30% The operational approach 7% The silent approach 30% The victimage approach 59% The informative approach The emotional approach 1% The operational approach The thankful approach 0% The victimage approach 59% 7% The emotional approach The thankful approach

Q5: Please tick all the communication means that you would consider to announce your statement.

Please tick allthe communication means that you would like to Via the press 38% consider to announce your statement. Written statement in newspaper/magazine24% 38% 0,4 Facebook 0 0,35 29% Instagram 0 0,3 24% 22% Twiter 4% 0,25 0,2 Company's website 29% 0,15 None 3% 0,1 4% 3% Press conference 22% 0,05 0 0 0 Scenario 2: On-the-field misbehavior

Q1: How much does this issue affect/harm your brand?

Impact value 1 = no impact 2 3 4 5 6 7 8 9 10 = high impact Percentage 0 0 0 0 1% 3% 10% 35% 33% 19% 100% Number 0 0 0 0 1 2 7 25 23 13 Average 0 0 0 0 5 12 49 200 207 130 603 8,49295775 How much does this issue affect/harm your brand? (On-the- field misbehavior)

0,4 35% 0,35 33% 0,3 0,25 19% 0,2 0,15 10% 0,1 0,05 3% 0 0 0 0 1% 0 1 = no 2 3 4 5 6 7 8 9 10 = impact high impact

Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 39 26 3 3 71 Brand awareness 55% 37% 4% 4% Brand's core values 0 0 2 69 71 Brand's core values 0% 0% 3% 97% Brand's value proposition 35 31 4 1 71 Brand's value proposition49% 44% 6% 1% Brand's reputation 18 23 23 7 71 Brand's reputation 25% 32% 32% 10% Value for money 22 39 7 3 71 Value for money 31% 55% 10% 4% Customer loyalty 29 32 9 1 71 Customer loyalty 41% 45% 13% 1% Sales stimulation 44 23 2 2 71 Sales stimulation 62% 32% 3% 3%

Please classify whether the current issue has a high, medium, Impact on brand's core values and personality low or neutral impact on the following success criteria. 3% 120% 100% 80% 60% 40% 20% 0% Brand Brand's Brand's Brand's Value for Customer Sales awareness core values value reputation money loyalty stimulation proposition 97%

Neutral impact Low impact Medium impact High impact Medium impact High impact

Q3: If you decided to cut ties with this person, when would you do that?

If you decided to cut ties with this person, whe would you do Immediately 89% that? During the next couple 10% 1% of month whenever the Immediately awareness of the issue has diminished a little During the next couple of month whenever the bit. 10% awareness of the issue has diminished a little bit. I would not quit the I would not quit the contract and just wait until contract and just wait it runs out of time. until it runs out of time. 1% 89%

Q4: If you decided to cut ties with this person, which external communication strategy would you most probably consider?

If you decided to cut ties with this person, whe would you do The silent approach 0% that? The informative approach 3% 3% 3% 10% The operational approach 3% The silent approach The victimage approach 10% The informative approach The emotional approach 84% The operational approach The thankful approach 0% The victimage approach 100% The emotional approach 84% The thankful approach

Q5: Please tick all the communication means that you would consider to announce your statement.

Please tick allthe communication means that you would like to Via the press 47% consider to announce your statement. Written statement in newspaper/magazine44% 1 86% 0,9 Facebook 4% 0,8 0,7 Instagram 1% 0,6 47% 44% 0,5 Twiter 21% 0,4 23% 0,3 21% Company's website 86% 0,2 4% 0,1 1% 0% None 0% 0 Press conference 23% Scenario 3: Off-the-field misbehavior

Q1: How much does this issue affect/harm your brand?

Impact value 1 = no impact 2 3 4 5 6 7 8 9 10 = high impact Percentage 0 0 0 1% 1% 1% 17% 37% 35% 10% 100% Number 0 0 0 1 1 1 11 26 25 6 Average 0 0 0 4 5 6 77 208 225 60 585 8,23943662 How much does this issue affect/harm your brand? (Off-the- field misbehavior)

0,4 37% 35% 0,35 0,3 0,25 0,2 17% 0,15 10% 0,1 0,05 0 0 0 1% 1% 1% 0 1 = no 2 3 4 5 6 7 8 9 10 = impact high impact

Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 38 22 9 2 71 Brand awareness 54% 31% 13% 3% Brand's core values 0 0 8 63 71 Brand's core values 0% 0% 11% 89% Brand's value proposition 26 39 5 1 71 Brand's value proposition37% 55% 7% 1% Brand's reputation 21 26 19 5 71 Brand's reputation 30% 37% 27% 7% Value for money 36 24 8 3 71 Value for money 51% 34% 11% 4% Customer loyalty 35 26 5 5 71 Customer loyalty 49% 37% 7% 7% Sales stimulation 52 14 4 1 71 Sales stimulation 73% 20% 6% 1%

Please classify whether the current issue has a high, medium, Impact on brand's core values and personality low or neutral impact on the following success criteria. 11% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Brand Brand's Brand's Brand's Value for Customer Sales awareness core values value reputation money loyalty stimulation 89% proposition

Neutral impact Low impact Medium impact High impact Medium impact High impact

Q3: If you decided to cut ties with this person, when would you do that?

If you decided to cut ties with this person, whe would you do Immediately 82% that? During the next couple of month whenever the 18% Immediately awareness of the issue has diminished a little bit. 18% I would not quit the During the next couple of month whenever the awareness of the issue has diminished a little contract and just wait bit. 82% until it runs out of time.

Q4: If you decided to cut ties with this person, which external communication strategy would you most probably consider?

If you decided to cut ties with this person, whe would you do The silent approach 0% that? The informative approach 69% 7% The silent approach The operational approach 6% 18% The victimage approach 18% The informative approach The emotional approach 7% The operational approach The thankful approach 0% 6% The victimage approach 100% 69% The emotional approach The thankful approach

Q5: Please tick all the communication means that you would consider to announce your statement.

Via the press 37% Please tick allthe communication means that you would like to Written statement in newspaper/magazine22% consider to announce your statement.

Facebook 4% 60% 56% Instagram 1% 50% 37% Twiter 10% 40% Company's website 56% 30% 22% 21% None 0% 20% 10% Press conference 21% 10% 4% 1% 0% 0% Scenario 4: Decreasing performance

Q1: How much does this issue affect/harm your brand?

Impact value 1 = no impact 2 3 4 5 6 7 8 9 10 = high impact Percentage 0% 4% 4% 12% 29% 17% 10% 14% 7% 3% 100% Number 0 3 3 9 20 12 7 10 5 2 Average 0 6 9 36 100 72 49 80 45 20 417 5,87323944 How much does this issue affect/harm your brand? (Decreasing Performance)

35% 29% 30% 25% 20% 17% 14% 15% 12% 10% 10% 7% 4% 4% 5% 3% 0% 0% 1 = no 2 3 4 5 6 7 8 9 10 = impact high impact

Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 4 4 36 27 71 Brand awareness 6% 6% 51% 38% Brand's core values 46,0 16 7 2 71 Brand's core values 65% 23% 10% 3% Brand's value proposition 52 13 4 2 71 Brand's value proposition73% 18% 6% 3% Brand's reputation 17 29 18 7 71 Brand's reputation 24% 41% 25% 10% Value for money 36 24 8 3 71 Value for money 51% 34% 11% 4% Customer loyalty 38 30 1 2 71 Customer loyalty 54% 42% 1% 3% Sales stimulation 52 16 1 2 71 Sales stimulation 73% 23% 1% 3%

Please classify whether the current issue has a high, medium, Impact on brand awareness low or neutral impact on the following success criteria. 6% 80% 6% 70% 60% 50% 38% 40% 30% 20% 10% 0% Brand Brand's core Brand's Brand's Value for Customer Sales 51% awareness values value reputation money loyalty stimulation proposition

Neutral impact Low impact Medium impact High impact Neutral impact Low impact Medium impact High impact

Q3: If you decided to cut ties with this person, when would you do that?

If you decided to cut ties with this person, whe would you do Immediately 20% that? During the next couple of month whenever the 20% Immediately awareness of the issue has diminished a little 8% bit. 8% During the next couple of month whenever the I would not quit the awareness of the issue has contract and just wait diminished a little bit. until it runs out of time. 72% I would not quit the contract and just wait until it runs out of time.

Q4: If you decided to cut ties with this person, which external communication strategy would you most probably consider?

If you decided to cut ties with this person, whe would you do The silent approach 21% that? The informative approach 8% 17% 21% The operational approach 54% The silent approach 0% The victimage approach 0% The informative approach The emotional approach 0% 8% The operational approach The thankful approach 17% The victimage approach 100% The emotional approach

54% The thankful approach

Q5: Please tick all the communication means that you would consider to announce your statement.

Via the press 22% Please tick allthe communication means that you would like to Written statement in newspaper/magazine23% consider to announce your statement. Facebook 0% 35% 32% Instagram 0% 30% 23% Twiter 3% 25% 22% Company's website 32% 20% None 11% 15% 11% 10% 7% Press conference 7% 3% 5% 0% 0% 0% Scenario 5: Accident/Injuries

Q1: How much does this issue affect/harm your brand?

Impact value 1 = no impact 2 3 4 5 6 7 8 9 10 = high impact Percentage 1% 7% 13% 21% 13% 17% 13% 12% 2% 1% 100% Number 1 5 9 15 9 12 9 8 2 1 Average 0 10 27 60 45 72 63 64 18 10 369 5,1971831 How much does this issue affect/harm your brand? (Off-the- field misbehavior)

0,25 21%

0,2 17%

13% 13% 13% 0,15 12%

0,1 7%

0,05 2% 1% 1% 0 1 = no 2 3 4 5 6 7 8 9 10 = impact high impact

Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 1 16 39 15 71 Brand awareness 1% 23% 55% 21% Brand's core values 45 15 8 3 71 Brand's core values 63% 21% 11% 4% Brand's value proposition 50 20 0 1 71 Brand's value proposition70% 28% 0% 1% Brand's reputation 37 23 10 1 71 Brand's reputation 52% 32% 14% 1% Value for money 24 30 16 1 71 Value for money 34% 42% 23% 1% Customer loyalty 41 23 6 1 71 Customer loyalty 58% 32% 8% 1% Sales stimulation 56 13 1 1 71 Sales stimulation 79% 18% 1% 1%

Please classify whether the current issue has a high, medium, Impact on brand awareness low or neutral impact on the following success criteria. 1% 90% 21% 80% 23% 70% 60% 50% 40% 30% 20% 10% 0% Brand Brand's core Brand's Brand's Value for Customer Sales awareness values value reputation money loyalty stimulation proposition 55%

Neutral impact Low impact Medium impact High impact Neutral impact Low impact Medium impact High impact

Q3: If you decided to cut ties with this person, when would you do that?

If you decided to cut ties with this person, whe would you do Immediately 1% that? During the next couple 1% 8% of month whenever the Immediately awareness of the issue has diminished a little bit. 8% During the next couple of month I would not quit the whenever the awareness of the issue contract and just wait has diminished a little bit. until it runs out of time. 90% I would not quit the contract and just wait until it runs out of time.

Q4: If you decided to cut ties with this person, which external communication strategy would you most probably consider?

If you decided to cut ties with this person, whe would you do The silent approach 48% that? The informative approach 0% The operational approach 9% The silent approach The victimage approach 0% The informative approach 43% The emotional approach 0% 48% The operational approach The thankful approach 43% The victimage approach 100% The emotional approach

9% The thankful approach

Q5: Please tick all the communication means that you would consider to announce your statement.

Via the press 24% Please tick allthe communication means that you would like to Written statement in newspaper/magazine4% consider to announce your statement. Facebook 1% 60% Instagram 0% 51% 50% Twiter 3% 40% Company's website 24% 24% 24% None 51% 30% Press conference 3% 20% 10% 4% 3% 3% 1% 0% 0% S1: Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact 0 1 2 3 Brand awarenessBrand's core valuesBrand's valueBrand's proposition reputation Value for moneyCustomer loyaltySales stimulation Brand awareness 46 18 6 1 71 Brand awareness 46 18 6 1 33 3,3 Breach of contract 33 60 185 97 140 121 134 Brand's core values 29 30 6 6 71 Brand's core values 29 30 6 6 60 6 On-the-field misbehavior41 211 42 90 62 53 33 Brand's value proposition4 4 8 55 71 Brand's value proposition4 4 8 55 185 18,5 Off-the-field behavior 46 205 52 79 49 51 25 Brand's reputation 10 32 22 7 71 Brand's reputation 10 32 22 7 97 9,7 Decreasing Performance157 36 27 86 49 38 24 Value for money 7 13 26 25 71 Value for money 7 13 26 25 140 14 Accident / Sickness 143 40 23 46 65 38 18 Customer loyalty 8 21 26 16 71 Customer loyalty 8 21 26 16 121 12,1 Customer loyalty Sales stimulation 10 17 15 29 71 Sales stimulation 10 17 15 29 134 13,4 Sales stimulation Duo: VP + Value for money > Victimage approach S2: FRAMEWORK- First Step Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria. Breach of contract On-the-field misbehavior Off-the-field behavior Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Decreasing Performance Accident / Sickness Brand awareness 39 26 3 3 71 Brand awareness 39 26 3 3 41 4,1 Brand awareness 250 Brand's core values 0 0 2 69 71 Brand's core values 0 0 2 69 211 21,1 Brand's value proposition35 31 4 1 71 Brand's value proposition35 31 4 1 42 4,2 200 Brand's reputation 18 23 23 7 71 Brand's reputation 18 23 23 7 90 9 Sales stimulation Brand's core values Value for money 22 39 7 3 71 Value for money 22 39 7 3 62 6,2 150 Customer loyalty 29 32 9 1 71 Customer loyalty 29 32 9 1 53 5,3 Sales stimulation 44 23 2 2 71 Sales stimulation 44 23 2 2 33 3,3 100 CV + Reputation (+ Duo: > Emotional approach Value for Money) 50 S3: 0 Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Customer loyalty Brand's value proposition Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Brand awareness 38 22 9 2 71 Brand awareness 38 22 9 2 46 4,6 Brand's core values 0 0 8 63 71 Brand's core values 0 0 8 63 205 20,5 Brand's value proposition26 39 5 1 71 Brand's value proposition26 39 5 1 52 5,2 Brand's reputation 21 26 19 5 71 Brand's reputation 21 26 19 5 79 7,9 Value for money 36 24 8 3 71 Value for money 36 24 8 3 49 4,9 Customer loyalty 35 26 5 5 71 Customer loyalty 35 26 5 5 51 5,1 Value for money Brand's reputation Sales stimulation 52 14 4 1 71 Sales stimulation 52 14 4 1 25 2,5 CV + Reputation (+ Duo: > Informative approach VP) S4: Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria. The silent or thankful approach Brand awareness The operational approach

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Value for Money Brand's reputation Brand awareness 4 4 36 27 71 Brand awareness 4 4 36 27 157 15,7 Brand's core values 46,0 16 7 2 71 Brand's core values 46,0 16 7 2 36 3,6 The The Brand's value proposition52 13 4 2 71 Brand's value proposition52 13 4 2 27 2,7 Scandal risks to have emotional or victimage Brand's reputation 17 29 18 7 71 Brand's reputation 17 29 18 7 86 8,6 a high impact on... informatiove approach Value for money 36 24 8 3 71 Value for money 36 24 8 3 49 4,9 approach Customer loyalty 38 30 1 2 71 Customer loyalty 38 30 1 2 38 3,8 Sales stimulation 52 16 1 2 71 Sales stimulation 52 16 1 2 24 2,4 Brand's value proposition Brand's core values Duo: Awareness + Repu > Operational approach S5: Q2: Please classify whether the current issue has a high, medium, low or neutral impact on the following success criteria.

Neutral impactLow impact Medium impactHigh impact Neutral impactLow impact Medium impactHigh impact Accident or sickness Brand awareness Decreasing performance Brand awareness 1 16 39 15 71 Brand awareness 1 13 41 16 143 14,3 Brand's core values 45 15 8 3 71 Brand's core values 45 15 8 3 40 4 Value for Money Brand's reputation Brand's value proposition50 20 0 1 71 Brand's value proposition50 20 0 1 23 2,3 Brand's reputation 37 23 10 1 71 Brand's reputation 37 23 10 1 46 4,6 On-the-field and off- Value for money 24 30 16 1 71 Value for money 24 30 16 1 65 6,5 Scandal risks to have Breaches of a high impact on... the-field Customer loyalty 41 23 6 1 71 Customer loyalty 41 23 6 1 38 3,8 contract misbehaviour Sales stimulation 56 13 1 1 71 Sales stimulation 56 13 1 1 18 1,8 Awareness + Value for Duo: > Silent or thankful approach Brand's value proposition Brand's core values Money Type of Sponsored Year of Year of Comm approach Communication Nb Company Sports category CATEGORIZATION Type of Scandal Reasons why Communication Comments COMMENT CATEGORY REFERENCES goods sports professional scandal quit (quant. Research) approach taken - Marcelo Pontes, marketing chief for Coca-Cola, branded the sponsorship deal - Contract has been scheduled to “embarrassing”. run until 2014, but was drinking Pepsi at press - “The fact that the player has appeared with a can of Pepsi was the straw that 1 Coca Cola Soft Drinks Ronaldinho Football Breach of contract 2012 2012 - Breach of contract Victimage approach Victimage approach terminated earlier conference broke the camel’s back.” (Weinreich, 2012) - sponsorship deal was worth - “Coca-Cola recognises the career and the value of Ronaldinho. However, due to (Quinton, 2012) $750K recent developments it has become impossible to continue the partnership.” (Wright, 2012) Oakley tried to use its "right of first refusal" to match the Nike Silent approach, but offer, but McIlroy and his lawsuit can be Oakley claimed that Nike has negotiated a 2 Oakley Sport Rory McIlroy Golf Breach of contract agent, Conor Ridge, ignored 2012 2012 No official statement but a lawsuit Victimage approach considered as playing new deal with Mcllroy the counteroffer, thereby the victim role in a breaching the Oakley-McIlroy silent way (Payton & Associates, contract 2012) - Organizers struck deals with competitors Silent approach, but Bonds and Canterbury lawsuit can be Sport Sydney Olympic Breach of contract due to deals - Reebok withdrew its multimillion 3 Reebok Olympic Breach of contract 1999 1999 No official statement Victimage approach considered as playing organization organizers with competitors sponsorship of the 2000 Sydney Games - Breaches of contract are mostly communicated the victim role in a claiming the games' organizers struck deals in a very honest way silent way with its rivals - Always refering to a basis of respect that would (CBC News, 1999) - Nike accused him of breach of contract - Nike claimed that as per the contract clauses, it had the right/option to seek not be given anymore after breach of contract because he disagreed to continue as brand extension of the contract period by one year till 2018. - Authenticity: making a statement based on the Breach of contract due to not ambassador till 2014 - Company claims Kohlinot only refused but also threatened to disparage the truth and saying, that the athlete breached the 4 Nike Sports brand Virat Kohli Cricket Breach of contract wanting to be brand 2013 2013 - Lawsuit: Nike, in its suit, has pleaded with brand in the letter he wrote to Nike Victimage approach Victimage approach contract ambassador till 2014 the court to restrain Kohli from entering into - "The trial judge has failed to appreciate that if Kohli enters into any agreement - Adhoc reaction: quit contract and lawsuit or negotiating any endorsement deal with any with the third party in the interregnum, the same would cause hardship to us as - Communication not necessarily because they (India Today Online, third party until the expiry of the deal any endorsement of a rival brand would case immeasurable damage to our brand" wanted to give a statement, rather because of the 2013) - Disagreement about specific clause of lawsuit and statement during the process contract ("the right to match") - Nikes perspective: common feature in Nike's - FRAMEWORK: Faithful, Truth // adhoc endorsement agreements --> "Nike will have reaction the right to match, which is a condition of - First: no comment from Nike about Tweet Boris Berian (21/05/2016) Durant's current contract with the brand. January 2016: Berian was - Later: Nike emailed the following statement: "Nike values its relationships with Twitter: "Today, I got servec at Durant will still choose Nike if it doesn't racing in a New Balance kit - athletes and we expect them to honor their contractual commitments. Where the Hoka classic, @nike is going 5 Nike Sports brand Boris Berian Athletics Breach of contract 2016 2016 match but can't legally choose Under Victimage approach Victimage approach direct competitor of Nike necessary we’ll take steps to protect our rights. We have no further comment on to sue me for breach of contract Armoure if Nike does" ongoing litigation" that expired on 12/31/15. What - Berian thought that contract would expire on shall I do? the last day of 2015 and most contracts include right to match stipulation - Nike thought contract would last until 15/01/2016, Berian thought it would have already been exquired (Barker, 2016) - Breach of contract: Bendtner Danish lifted his shirt and lowered his "We have an exclusive deal ... and this is of course a breach of it," association Sport 6 Football Nicklas Bendtner Soccer Breach of contract shorts slightly, revealing the 2012 2012 spokesman Lars Berendt told The Associated Press. "And it's also a breach of Victimage approach Victimage approach organization Association name of an Irish betting firm UEFA's commercial rules, rules against exposing personal messages." across the top of his briefs. (CBS news, 2013) I assume that the Ugandian "...i also noted in the last football season 2017/2018 the club has had a very poor football league is not the biggest performance in terms of PR value that we are meant to get back as sponsors of the - Saying that the athlete is not worth the money is gold mine for a chinese club as per what was agreed upon in contract. In addition to the above, in the very rare company like Startimes. That is Decreasing Players leaving, leadership issues as a lot of previous season there was a lot of bad publicity in regard to match discipline and - Statements in a more generic way saying that Media Football Unstable circumstances within Operational Honest and detailed probably why they have had 7 StarTimes SC Villa Performance / PR 2018 2018 people are coming and going in the leadership wrangles which is affecting our brand. I am very disappointed over the they would focus on other strategic initiatives in Company (Uganda) the club. approach communication high expectations and value organization performance. The purpose of this communication is therefore to agree with the the future requirements on SC Villa, the communication sent to us and accept to terminate the sponsorship contract - Not quitting the contract, rather just not best team in Uganda. They have between Sports Club Villa Joggo Ltd and Startimes with immediate effect to renewing it - no acut reactions possible strong presence in Africa avoid any further brand damage to StarTimes…” - Very short statements, not repeated, no overall. (Wantimba, 2018) expression showing how grateful they are for the Team Principal Claire Williams explains: “We have discussed extending beyond time they had Decreasing 2018. “While we would both like to do so, the Bacardi Group have told us that Operational 8 Martini Drinks Claire Williams F1 performance / PR no particular reason mentioned 2018 2018 they will step away entirely from Formula 1 when our contract expires at the end Operational approach approach - FRAMEWORK: very generic and non-detailed value of this year. “They have many brands to support and obviously their strategic answers // no adhoc reactions; waiting for contact priorities evolve over time.” (Leary, 2018) to run out Decreasing in Lowe’s said it was parting ways with Johnson to “invest in other strategic Operational 9 Lowes Retail Jimmie Johnson stock car racing performance / PR no particular reason mentioned 2018 Operational approach progress initiatives.” approach value (Marks, 2018) - “We are still committed to the sport and will be putting our efforts towards promoting the new era of cycling" - Wanted to focus on the newcomers - “Based on UCI’s decision today and the overwhelming evidence that USADA presented, Oakley has severed its longstanding relationship with Lance After 25 years of sponsorship! Sunglasses On-the-field - Armstrong was banned from cycling for life Armstrong, effective immediately.” - Oakley began sponsoring 10 Oakley Lance Armstrong Cycling Doping 2012 2012 Emotional approach Emotional approach maker misbehavior - No Doping Support - Oakley emphasises that it would not take legal action to try to recover any of the Armstrong in 1987 when he was money it has spent on endorsing Armstrong a young triathlete - “We are deeply saddened by the situation, especially given our longstanding relationship, but we feel it is best for all involved to move on and collectively spend our energy rebuilding the sport of cycling,” (Weir, 2012) - "In view of the current situation, the Swiss watch brand has suspended negotiations, and has decided not to renew the contract with Ms Sharapova," - Tag Heuer announced in March it had decided not to renew Sharapova’s On-the-field in 11 Tag Heuer Watches Maria Sharapova Tennis Doping 2016 - Failed a drug test contract, but has not ruled out working with her again in the future Emotional approach Informative approach misbehavior progress - CEO Jean-Claude Biver said: “We now have some time and, as she is suspended for two years, we are not in a hurry any more to sign a new contract today or this month. We will see later what we are going to do.” (The Guardian, 2016)

- Always emphasize "due to the current situation" - Communicate about values such as fairness, honesty, inspiration - Doping doesn't fit with the values that the brand stands for - Immediate reactions possible but also some sponsors that still supported athlete and quit contract after a few month or just let it run out

- FRAMEWORK: honest communication; create link to the brand's personality // no ad-hoc reactions; wait for suspension/consequences "Nike does not condone the use of illegal performance enhancing drugs in any manner." On-the-field - Armstrong was banned from cycling for life - 12 Nike Sport Lance Armstrong Cycling Doping 2012 2012 The company also said it plans to continue to support Livestrong initiatives, Emotional approach Emotional approach misbehavior No Doping Support which it said were “created to unite, inspire and empower people affected by cancer.” (Bold, 2012) "We have decided not to renew our relationship with Lance Armstrong when our Anheuser- Beverages/B On-the-field - Armstrong was banned from cycling for life - 13 Lance Armstrong Cycling Doping 2012 2012 current contract expires at the end of 2012. We will continue to support the Emotional approach Informative approach Busch rewing misbehavior No Doping Support Livestrong Foundation and its cycling and running events." (Bold, 2012) “Trek is disappointed by the findings and conclusions in the USADA report Racing On-the-field - Armstrong was banned from cycling for life - regarding Lance Armstrong. Given the determinations of the report, Trek today is 14 Trek Lance Armstrong Cycling Doping 2012 2012 Emotional approach Informative approach Cyles misbehavior No Doping Support terminating our longterm relationship with Lance Armstrong. Trek will continue to support the Livestrong Foundation and its efforts to combat cancer.” (Iorado, 2012) Car On-the-field in "chosen to postpone planned activities" with Sharapova "until further details are 15 Porsche manufacture Maria Sharapova Tennis Doping 2016 - Failed a drug test Emotional approach Informative approach misbehavior progress released and we can analyze the situation." - Always emphasize "due to the current situation" r (CBS 2016) - Communicate about values such as fairness, The company refused to offer honesty, inspiration her a new endorsement deal in Olympic On-the-field - Doping doesn't fit with the values that the brand 16 Nike Sport Marion Jones Doping 2004 2005 Doping allegations quietly decided to not renew her contract Emotional approach Silent approach 2005 – two years before she Sprinter misbehavior stands for confessed to drug-taking at her (Fiorentine, 2014) - Immediate reactions possible but also some perjury trial. (Hart, 2012) sponsors that still supported athlete and quit - has been tested positively for anabolic contract after a few month or just let it run out steroids On-the-field Anyone, however famous, who goes against the values of fair play and moral 17 Diadora Clothing Ben Johnson Atheltics Doping 1988 - medal was revoked - huge visibility of Emotional approach Emotional approach misbehavior integrity cannot be associated with our company,' - FRAMEWORK: honest communication; create scandal link to the brand's personality // no ad-hoc - suspended from sport (Iman, 1988) reactions; wait for suspension/consequences Hearing care On-the-field 18 Phonak Floyd Landis Cycling Doping 2006 2006 n/a Emotional approach n/a solutions misbehavior (Day, 2006) bank's managing board, said: "We are no longer convinced that the international On-the-field 19 Rabobank Banking Lance Armstrong Cycling Doping 2012 2012 professional world of cycling can make this a clean and fair sport. We are not Emotional approach Emotional approach misbehavior confident that this will change for the better in the foreseeable future." (Walker, 2012) Magellan fund Australia’s cricket On-the-field players involved in using sandpaper on the "“These recent events are so inconsistent with our values that we are left with no 20 Financial management Cricket Cheating 2018 2018 Emotional approach Victimage approach team misbehavior ball to gain an advantage option but to terminate our . . . partnership with Cricket Australia" Group business (Kaye, 2018) "LG’s current sponsorship of David Warner is in the final weeks, and in light of recent events, we have decided not to renew our partnership. ..LG Australia will Australia’s cricket On-the-field players involved in using sandpaper on the always look to work with ambassadors that share our core brand values and we 21 LG Electronics Cricket Cheating 2018 2018 Emotional approach Emotional approach team misbehavior ball to gain an advantage take these relationships incredibly seriously to ensure we put our customers, employees and stakeholders first," (Gray, 2018) As a result of last weekend’s events in Cape Town involving members of the Australia’s cricket On-the-field players involved in using sandpaper on the Australian men’s cricket team and following the sanctions made by Cricket 22 Asics Sports brand Cricket Cheating 2018 2018 Emotional approach Informative approach team misbehavior ball to gain an advantage Australia, ASICS has terminated its sponsorship contracts with David Warner and Cameron Bancroft, effective immediately. (B&T Magazine, 2018) Suarez was banned for 10 games in domestic "Regrettably, following his actions during Uruguay's World Cup match against Online On-the-field 23 888poker Luis Suárez Soccer Inappropriate behavior 2014 2014 competition after biting Chelsea defender Italy on Tuesday, 888poker has decided to terminate its relationship with Luis Emotional approach Informative approach Poker misbehavior Branislav Ivanovic Suarez with immediate effect." (Telegraph Sport, 2014) His team Marinelli Snipers terminated the contract: "We can communicate that the Marinelli Snipers Team shall terminate the contract with the rider Romano Fenati from now on for his unsporting, dangerous and damaging conduct for the Unclear of this one counts, as image of all," a statement read."With extreme regret, we have to note that his it's indirectly the sponsors that Marinelli On-the-field Fenati pulled a competiters brake lever 24 Team Romano Fenati Moto2 Racing Cheating, misconduct in race 2018 2018 irresponsible act endangered the life of another rider and can't be apologised for in Emotional approach Emotional approach are getting terminted on behalf Snipers misbehavior meanwhile driving in high speed. any way.The rider, from this moment, will not participate in any more races with of the racing team. Still the team the Marinelli Snipers team.The team, Marinelli Cucine, Rivacold and all the other is also sponsor in a way. sponsors and the people that always supported him apologise to all the world championship fans." (Omnisport, 2018) “We are pulling out of professional cycling. It is painful. Not just for Rabobank, On-the-field 25 Rabobank Banking Levi Leipheimer Cycling Doping 2012 but especially for the enthusiasts and the cyclists who are not to blame in this,” he Emotional approach Emotional approach misbehavior added. (Webb & Deutsch) - After 6 years of sponsorship - Woods loses an estimated $66 million on income from advertising endorsements by being dropped by sponsors) - Branding consultants said the public announcement was - "His achievements on the folg course have been a powerful metaphor for unusual (generally: corporations "Indefinite" leave from golf to business success in Accenture's advertising. However, given the circumstances of sever their ties with disgraced Off-the-field work on marriage after Informative 26 Accenture Consulting Tiger Woods Golf 2009 2009 the last two weeks, after careful consideration and analysis, the company has Informative approach celebrity spokespeople quietly) misbehavior allegations that he had trysts approach determined that he is no longer the right representative for our advertising" - "It shows you how big an issue with multiple women this is with Accenture's management and how frustrated and disgusted they are that they've been associated with exactly the wrong kind of guy for a consulting company" (Al Ries, chairman of branding consultancy Ries & Rie) (Callahan, 2009) - Couldn't support him any longer because of the backstory - “Nike has suspended its contract with Oscar Pistorius,” the world’s largest sportswear company said in a brief statement released in London. - directly broke ties with him Off-the-field Informative 27 Nike Sports brand Oscar Pistorius Racer Killed his girlfriend 2013 2013 - No murderer support -"We believe Oscar Pistorius should be afforded due process and we will continue Informative approach misbehavior approach to monitor the situation closely.” (Rovell, 2014a) - The decision means the South African will receive no further payments from (BBC 2013) Nike for the time being and not appear in any of its promotions. (Weir, 2013)

- reason communicated is that the personality of the athlete does not fit the brand's personality and image any longer - company wants to set a sign: don't want to support/condone misbehaviour - company takes the role as a human-being - in general, those are the types of sponsorship scandals that are communicated the most

- FRAMEWORK: very honest and human communication, very quick reactions (f.e. when they were arrested etc.)

- Effective immediately - Normally, sponsors react immediately - directly after official suspension - No real statements, more a "must-say-sentence"

- FRAMEWORK: no real statement, very short // immediate reaction Off-the-field No contest to child abuse “NIKE in no way condones child abuse or domestic violence of any kind and has Informative 28 Sports brand Adrian Peterson Baseball 2014 2014 Emotional approach Nike misbehavior charges shared our concerns with the NFL,” approach (Kedmey, 2014) - Many other sponsors stood by him (ex: Under Armour, Omega, etc.) --> 23 gold medals at Olympic Games - Kellogg's said that it would not renew its contract with Phelps when their deal - Phelps admitted that the photo, expires at the end of February. It would not disclose the value of its contract. taken at a student party, was - Photo of him smoking - "Michael's most recent behavior is not consistent with the image of Kellogg," authentic. He subsequently Off-the-field marijuana at a college party Informative 29 Kellogg's Food Michael Phelps Swimming 2009 2009 - Image consistency Susanne Norwitz, a spokeswoman for the company, said in a statement Emotional approach apologized, calling his behavior misbehavior - Suspension from competition approach - "We decided to send a strong message to Michael because he disappointed so "inappropriate."--> several of its for three months many people, particularly the hundreds of thousands of USA Swimming member sponsors (Speedo, Omega) have kids who look up to him as a role model and hero," accepted his apology - Others (including Visa, Subway) have not taken a position (but quit sponsorship contracts) (Macur, 2009) - Mendenhall filed a lawsuit against Champion for breach of contract --> agreement for an undisclosed amount of money ($600K) - “This case involves the core question of whether an athlete employed as a celebrity endorser loses the right to express opinions simply because the - Controversial statements company whose products he about recent killing of Osama - Champion executives' statement upon Mendenhall’s termination: "company endorses might disagree with bin Laden respected Mendenhall’s right to express sincere thoughts regarding potentially some (but not all) of those American Off-the-field - Questioned why people Informative 30 Champion Sports brand Rashard Mendenhall 2011 2011 - Image consistency controversial topics,” but “no longer believe(s) that Mr. Mendenhall can Informative approach opinions,” the suit reads. football misbehavior would celebrate his death and approach appropriately represent Champion.” - Questionable if Champion had seemed to question whether the right to terminate bin Laden was even involved Mendenhall in the September 11th attacks - company can terminate him if he “commits or is arrested for any crime or becomes involved in any situation or occurrence tending to bring Mendenhall into public disrepute, contempt, scandal or ridicule, or tending to shock, insult or offend the majority of the consuming - reason communicated is that the personality of (Rovell, 2011) public.” the athlete does not fit the brand's personality and (Bennett, 2011) Off-the-field No contest to child abuse "In light of recent events, Castrol has decided to end our relationship with Adrian Informative image any longer 31 Castrol Oil Adrian Peterson Baseball 2014 2014 Informative approach misbehavior charges Peterson," approach - company wants to set a sign: don't want to (Isidore, 2014) Players celebrations were support/condone misbehaviour “Unfortunately, I just could not ignore this behaviour," Johnston told the Herald pictured and leaked as they - company takes the role as a human-being Electronic Canterbury bulldogs - Off-the-field Players behaving in a matter that the company on Friday. Johnston intends to float the company on the stock exchange and has Informative 32 Jaycar Rugby had been dancing naked in a 2018 2018 Informative approach - in general, those are the types of sponsorship goods Australian Rugby misbehavior don't want be associated with. told Canterbury chief executive Andrew Hill and chair Lynne Anderson that it approach hotel and vomiting in the scandals that are communicated the most team needs a spotless reputation to be accepted by the share-buying public. streets (Masters, 2018) NFL - - FRAMEWORK: very honest and human Off-the-field Sponsoring a dog in an animal fighting A company statement said Nike considers any cruelty to animals inhumane and Informative 33 Nike Sports brand Michael Vick American Illegal activities 2007 2007 Emotional approach communication, very quick reactions (f.e. when misbehavior venture. Sentenced to prison. unacceptable. approach Football they were arrested etc.) (Serrano, 2007) Low-pice airways - Effective immediately NFL - The airline did not explicitly cite Mr. Vick's off-the-field problems, but the dog- AirTran (bought by Off-the-field Sponsoring a dog in an animal fighting Informative - Normally, sponsors react immediately - directly 34 Michael Vick American Illegal activities 2007 2007 fighting allegations are merely the latest in a string of issues for Mr. Vick, who Informative approach Airways Southwest misbehavior venture. Sentenced to prison. approach after official suspension Football earlier in his career was a sought-after endorser due to his dynamic athleticism. Airways - No real statements, more a "must-say-sentence" 2010) (Mullman, 2007) NFL - He hit his wife unconsious. The incident was - FRAMEWORK: no real statement, very short // Off-the-field Informative 35 Nike Sports brand Ray Rice American Assualt 2014 2014 caught on camera. Banned from playing in the no communication Silent approach immediate reaction misbehavior approach Football NFL. (Rovell, 2014b) NFL - He hit his wife unconsious. The incident was After internal discussion about the events that transpired, we determined that a Sport Off-the-field Informative 36 Vertimax Ray Rice American Assualt 2014 2014 caught on camera. Banned from playing in the future relationship with Ray did not align with our goals as a company," Wehrell Informative approach equipement misbehavior approach Football NFL. said, in a statement. (Rovell, 2014b) - reason communicated is that the personality of the athlete does not fit the brand's personality and image any longer - company wants to set a sign: don't want to support/condone misbehaviour - company takes the role as a human-being - in general, those are the types of sponsorship scandals that are communicated the most

- FRAMEWORK: very honest and human communication, very quick reactions (f.e. when they were arrested etc.)

- Effective immediately - Normally, sponsors react immediately - directly after official suspension - No real statements, more a "must-say-sentence"

- FRAMEWORK: no real statement, very short // immediate reaction

- Athlete told the press that he would have lost sponsorship deal because of his infamous brawl Daniel Cormier (wasn't true) - "Nike did not drop me because of that It was reported that Coca cola fight and I kind of Off-the-field Cheated on his wife. Swore at TV-cameras “We mutually agreed that we would not renew our relationship. We wish Wayne Informative bosses had expressed that they 37 Coca Cola Soft Drink Football Misbehavior 2010 2011 Informative approach owe an apology to misbehavior during celebraition. well in his career.” approach were disgusted with Rooney's Nike for saying they affair. dropped me because of the fight. They actually didn't. Nike has been known to support its athletes through much worse things than a brawl in the middle of MGM [Grand]." (Evans, 2011) NFL - Off-the-field "Puma has ended the relationship with athlete Aaron Hernandez in light of the Informative 38 Puma Sports brand Aaron Hernandez American Charged with murder 2013 2013 Killed a guy, got sentenced to life in prison. Informative approach misbehavior current situation," a company spokesman told FoxSports.com." approach Football (Breech, 2013) The difference from Puma is Sport NFL - Off-the-field Informative that they terminated the contract 39 CytoSport vitamin Aaron Hernandez American Investigated for murder 2013 2013 Was being investigated in a murder case. Cytosport said that they terminated the sponsorship "in light of the investigation". Informative approach misbehavior approach before he was even arrested or supplement Football charged with the murder. (Katzowitz, 2013) Publically expressed that same- Nike said: "We find Manny Pacquiao's comments abhorrent," the company said in Off-the-field Nike supports the LGTB community and his Informative 40 Nike Sports brand Manny Pacquiao Boxer sex couples were worse than 2016 2016 a statement. "Nike strongly opposes discrimination of any kind and has a long Emotional approach misbehavior statement was offending. approach animals. history of supporting and standing up for the rights of the LGBT community." (Rovell, 2016) Fabriacted a story about him Ralph Lauren, which has removed some of Lochte's images from its website, said being robbed at gunpoint by a its sponsorship of the swimmer had been only for the Rio Olympics and would Off-the-field Informative - Scandal was even named: 41 Ralph Lauren Apparel Ryan Lochte Swimmer policeman after a night out 2016 2016 Admitted to have lied. not be renewed. Informative approach misbehavior approach Lochtegate during the Rio Olympics (has Ralph Lauren stressed that they would continue their support of the US Olympic even been filmed) and Paralympic teams. (BBC News, 2016) Fabriacted a story about him - Speedo terminated the contract and said :"We cannot condone behaviour that is being robbed at gunpoint by a counter to the values this brand has long stood for." Off-the-field Informative - Scandal was even named: 42 Speedo Swimwear Ryan Lochte Swimmer policeman after a night out 2016 2016 Admitted to have lied. - "While we have enjoyed a winning relationship with Ryan for over a decade and Emotional approach misbehavior approach Lochtegate during the Rio Olympics (has he has been an important member of the Speedo team, we cannot condone even been filmed) behaviour that is counter to the values this brand has long stood for," it said. (BBC News, 2016) Fabriacted a story about him - "We hold our employees to high standards, and we expect the same of our being robbed at gunpoint by a Syneron Hair Off-the-field business partners" Informative Thankful approach (but - Scandal was even named: 43 Ryan Lochte Swimmer policeman after a night out 2016 2016 Admitted to have lied. Candela removal misbehavior - "We wish Ryan well on his future endeavours and thank him for the time he approach still informative) Lochtegate during the Rio Olympics (has spent supporting our brand." even been filmed) (BBC News, 2016) American Off-the-field Misbehavior (controversial - "It's funny to hear a female talk about routes Informative 44 Dannon Food Cam Newton 2017 2017 - "We have shared our concerns with Cam and will no longer work with him." Informative approach football misbehavior comments to female reporter) ... it's funny." approach (Vranica, 2017) Adidas: “In response to Gilbert Arenas’ guilty plea to felony charges, Adidas has Carried unlicensed weapon in Off-the-field Wasn't eligable to play in the NBA after his terminated its agreement with the athlete effective immediately…beyond this Informative 45 Adidas Sports brand Gilbert Arenas Basketball to the home stadium. Was 2009 Informative approach misbehavior crime. statement we have no further comment at this time.” – adidas spokesperson approach suspended from the NBA. Stephanie Von Allmen (Kim, 2010) - Arrested for hit-and-run - "I said, 'You know what, if you guys aren't too serious about martial arts, then I accident don't want to be a part of the company,'" Jones said. "Hopefully, I can respectfully Off-the-field - Accused of leaving the leave." Informative 46 Nike Sports brand Jon Jones UFC fighter 2014 2014 n/a misbehavior scende of an accident --> Nike agreed and gave Jones an out in his contract approach involving death - "The truth of the matter is, I did not get dropped by Nike," Jones said. "It was a - Suspension mutual thing, something we had discussed months before the actual fight." (Raimondi, 2014) - Arrested for hit-and-run - just one day after UFC issued - In a statement, a Reebok spokesperson told MMAjunkie that “in light of recent accident him an indefinite suspension, events, we’ve made the decision to terminate our contract with Jon Jones, Off-the-field - Accused of leaving the Informative Reebok has terminated 47 Reebok Sports brand Jon Jones UFC fighter 2014 2014 effective immediately.” Informative approach misbehavior scende of an accident approach sponsorship involving death - Suspension (MMA Junkie, 2015) - No statement about reasons why Door - Accident - No awareness: Schumacher hasn't been seen Thankful or silent 48 Hörmann Michael Schumacher Formula 1 Sickness/Accident 2013 2017 - Would still be in friendly contact with him (≠ don't appear on Schumachers Silent approach fabricant - No comeback in public since his ski accident approach website as "Partner and friends" anymore) (Berliner Zeitung, 2017) n/a Audemars - Accident - No awareness: Schumacher hasn't been seen - Announced to create a watches line to honour Schumacher Thankful or silent Thankful but silent 49 Watches Michael Schumacher Formula 1 Sickness/Accident 2013 (before Piguet - No comeback in public since his ski accident - No communication at all at the time that they cut the ties approach approach 2017) - No communication (Lewin, 2017) Announcment that he is HIV- Thankful or silent 50 KFC Fastfood Magic Johnson Basketball Sickness/Accident 1991 1992 - KFC quietly let contract run out No communication Silent approach positive approach (Caeser, 2006) Sponsor has quietly distanced themselves Announcment that he is HIV- Thankful or silent 51 Converse Footwear Magic Johnson Basketball Sickness/Accident 1991 1993 from the legend (even if said in public that No communication Silent approach positive approach they would stand by him) (Caeser, 2006)