Sponsorship programmes and corruption in sport : management responses to a growing threat

Roberts, S; Chadwick, SM; Anagnostopoulos, C

Abstract

Sponsorship programmes are increasingly being exposed to the threat of corruption in sport. Several recent notable cases of corruption have exposed sponsors and their investments to significant perceived pressures including negative consumer associations with athletes, teams and officials that have been found guilty of engaging in corrupt activity. How sponsors respond to such instances of corruption in sport forms the basis of this paper. Drawing from an analysis of corruption cases (n = 2089), the paper initially examines the nature of corruption in sport. Through interview data (n = 21), it subsequently identifies key factors that sponsors should take into consideration when deciding upon a course of action to mitigate any potential effects of corrupt activity by a sporting property they are associated with. Finally, the paper discusses those courses of action.

Citation

Roberts, S., Chadwick, S., & Anagnostopoulos, C. (2017). Sponsorship programmes and corruption in sport : management responses to a growing threat. Journal of Strategic Marketing, 26(1), 19-36. https://doi.org/10.1080/0965254x.2017.1344292

• Journal Article Type: Article
• Acceptance Date: Mar 29, 2017
• Online Publication Date: Jun 25, 2017
• Publication Date: Jun 25, 2017
• Deposit Date: Aug 30, 2017
• Journal: Journal of Strategic Marketing
• Print ISSN: 0965-254X
• Publisher: Routledge
• Volume: 26
• Issue: 1
• Pages: 19-36
• DOI: https://doi.org/10.1080/0965254x.2017.1344292
• Keywords: Marketing, Strategy and Management
• Publisher URL: http://dx.doi.org/10.1080/0965254x.2017.1344292
• Related Public URLs: http://www.tandfonline.com/toc/rjsm20/current