The NFL as a Mega-Crisis: Applications of Fractal Theory

Abstract

The National Football League (NFL) is facing a reputation crisis—a serious problem for a powerhouse institution that airs its Super Bowl in 180 countries. Public and media scrutiny for its handling of domestic abuse cases and denial of concussions leading to Chronic Traumatic Encephalopathy (CTE) have left the NFL with a mega-crisis. Television ratings are down, player injuries are up, and fewer youth are participating in the sport. This research, presented at the International Crisis and Risk Communication conference, addresses the CTE and domestic abuse scandals in the NFL and details the League’s responses to both high-profile cases. We provide an understanding of a mega-crisis and then introduce Fractal Crisis Theory as the foundation for an analysis of both situations. The theory provides a context for analyzing how the NFL managed these two crises and offers a unique approach to studying sport and crises. We conclude with recommendations for dealing with future mega-crises.