Player transgressions in sport relate to on- or off-field incidents that are out of the ordinary and may bring negative repercussions for stakeholders as a result of their association with the team, athlete or sport. Based on a series of depth interviews conducted with executives representing major Australian team-based sporting organizations, this paper outlines the effects that these incidents can have on relationships with sponsors from a sport organization perspective. The findings serve to develop a conceptual model that illustrates that the impact of transgressions is determined by a number of factors, which are discussed. The paper further presents a number of implications for the sport organization's public relations strategy, given that the role of public relations has evolved from primarily a communications focus to a more strategic management of relationships with various publics and stakeholders. © 2008 Elsevier Inc. All rights reserved.
CITATION STYLE
Wilson, B., Stavros, C., & Westberg, K. (2008). Player transgressions and the management of the sport sponsor relationship. Public Relations Review, 34(2), 99–107. https://doi.org/10.1016/j.pubrev.2008.03.012
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