How do you handle a sports scandal without losing fans and sponsors?

You can't fix a problem if you try to avoid it. Talk to your key stakeholders early, before it becomes public knowledge if possible. Nothing kills positive momentum in a partnership faster than having your brand partner learn of a scandal in the news when you had the chance to give them advanced warning. By discussing the issue early, you acknowledge that it has an impact outside of just the team (brand partners, fans, investors, etc.) and you can work together as one unit to find a solution.

When a scandal breaks, the first step is to admit that there is a problem. Denying or ignoring can make the situation worse. For example, if a player is involved in a doping case, the team must publicly acknowledge the problem and express its commitment to resolving it. When Lance Armstrong admitted to doping, it marked a turning point. Although his career and reputation were irreparably damaged, his admission paved the way for a broader conversation about doping in cycling, prompting regulatory changes and increased awareness. In contrast, the denial of clubs involved in Calciopoli not only worsened their reputation but also eroded fans' confidence in the integrity of Italian football, leading to a decline in fan engagement and revenue.

Managing a sports scandal without losing fans and sponsors involves swift and transparent communication, sincere apologies, and decisive actions. Internal investigations, accountability measures, and continuous updates contribute to rebuilding trust. Engaging directly with fans and sponsors, reaffirming values, and involving stakeholders are essential steps. Stability in leadership, legal considerations, and external validation enhance credibility. Emphasizing long-term reputation building and learning from the incident are crucial for sustained recovery. Through a comprehensive and strategic approach, sports organizations can navigate crises while maintaining the support of key stakeholders.

Nowadays, with the level of access to information, in my opinion it is key being honest. Honesty when apologizing and honesty when solving the issue, facing all the consequences. Moreover, one of the biggest weaknesses that the Sport Industry suffers from is adapting the competition (amending rules) to allow the biggest sport properties to hold their priviledge position within the market. The competition should not be ever affected by the level of revenue or amount of trophies at your museum.

É fundamental ter uma assessoria de imprensa externa ou um profissional de comunicação, na equipe. A gestão de crise e reputação começa muito antes do problema acontecer, por isso é fundamental que o clube tenha um plano previamente aprovado. Se posicionar é mais do que necessário, mas para isso você precisa ter uma visão 360°, que possibilite entender o que o seu pronunciamento pode causar, de forma positiva ou negativa, para a sua marca e stakeholders. Mais importante que falar, é ser um bom ouvinte, ter discernimento e estar bem assessorado com profissionais que pensarão no todo.

When scandal hits, the playbook’s simple: own it, fix it, explain it. Be upfront with the mess—no sugarcoating. Let fans and sponsors hear it straight from you. Fast. Take action that makes a difference; no half-measures. Show what you’re doing to make things right. And keep talking—not just at the start, but all the way through. Consistency’s key. Stick to your story, and make sure it’s one that moves you forward, not back.

In my opinion, honesty is the key. Obviously, each situation is different and will require a different decision making. And of course, the immediacy with which we approach the issue will give us the time necessary to resolve it in the best way.

It is crucial to maintain open and honest communication with fans, sponsors, and the media. Explain what happened, the steps taken to resolve the problem, and how you plan to avoid such situations in the future. For example, organizing a press conference can be an effective way to address all stakeholders simultaneously. The NBA's rapid response to the Donald Sterling case demonstrated its willingness to uphold the values of inclusion and respect, strengthening the confidence of players, fans and sponsors in the league. FIFA's ineffective communication has amplified feelings of distrust and cynicism among fans and observers, undermining the organization's authority and its attractiveness to sponsors.

Gérer un scandale sportif de manière efficace nécessite une approche rapide, transparente et responsable. Il est important de noter que chaque scandale est unique, et les mesures spécifiques peuvent varier en fonction de la nature du problème. L'essentiel est d'agir rapidement, de manière transparente et responsable pour regagner la confiance des fans et des sponsors.

Act quickly to correct the problem. This may involve disciplining affected individuals, reviewing internal policies, or introducing new protocols. For example, if a scandal is linked to unsportsmanlike behavior, the organization could set up awareness workshops for its players. The sanctions imposed by the New Orleans Saints showed their commitment to fair play, helping to restore trust and maintain stakeholder engagement. The Houston Astros' insufficient response not only damaged their reputation but also raised doubts about the fairness of the game, impacting the overall perception of baseball.

If you don't admit what you've done wrong, and why it happened, there's no chance at recovery. But even if you find out (and announce those things), if you don't try to fix them, it won't matter. Announce this publicly, work directly with partners to improve, but actually take steps to improve what went wrong to ensure it won't happen again.

Highlight the positive aspects of your team or organization. This may include charitable initiatives, community development programs, or sporting successes. The idea is to remind the audience why they support your team or organization in the first place. Tiger Woods' triumphant return not only restored his personal image but also generated renewed interest and enthusiasm for golf, demonstrating the positive impact of an improved personal image on an entire sport. The failure of the Australian cricket team to restore its image has led to an erosion of fan confidence and support, which may have long-term implications for participation and interest in cricket in Australia.

After taking action, continue to monitor the situation and evaluate the effectiveness of your actions. Collect feedback from fans and sponsors to gauge their satisfaction and adjust your approach if necessary. MLB's continued efforts to adjust its anti-doping policy demonstrate a commitment to the integrity of the game, strengthening the confidence of fans and players in the governance of baseball. The UCI's inability to respond effectively to doping has not only tarnished the image of cycling but has also discouraged sponsors and young talents, concerned about a fair sporting environment.

Each scandal is unique and requires a tailor-made approach. It is important to remain flexible and ready to adjust your strategy as the situation evolves. Additionally, consider the long-term impact of your actions on your organization's reputation. Looking at the examples I have earlier in this article, it is clear that the way an organization handles a scandal can have deep and lasting impacts on its reputation, its engagement with fans, and its relationships with sponsors and other stakeholders. Effective crisis management can not only mitigate damage but also build long-term trust and loyalty.

Addressing a scandal demands a swift, transparent approach. Immediate acknowledgment is crucial, conveying genuine concern to show a commitment to resolution. Conduct an internal investigation promptly, involving external parties if needed for credibility. Transparency is key throughout, openly communicating findings and corrective actions. Successfully managing a crisis requires not just damage control but a dedication to rebuilding trust with fans and sponsors, crucial for a sports organization's sustained success. Look at the TKO Group and their recent strategy with Vince McMahon. Ari Emanuel & team handled things swiftly, did not downplay the severity of the scandal, and, while taking appropriate actions, and focusing on the future.

You'll likely lose some fans and sponsors if the issue is large enough. Expect it, but keep those lines of communication open to try and win them back in the future. USA Gymnastics lost a majority of its sponsors in the wake of the SA scandal, but has been clawing its way back (though it's important to note there is more they could have likely done to regain trust faster), and as long as you own your issues, work to fix them, and make progress, your organization should be able to as well.

Timely, transparent, clear, and honest communication is key. As is alignment of messaging across all facets of the business. Fans and sponsors interact with multiple organisational touchpoints and they need to have a consistent experience. Acknowledging the issue and expressing empathy for the situation is important, as is a set of clear actions you're going to take to remedy things. Listening is important too. When you're in the eye of a storm you can be overwhelmed and so getting an outside perspective can be valuable. This also enables you to evaluate the impact actions and adjust accordingly. Capturing learnings (good and bad) for any future crisis is invaluable too, especially when proactively building future strategies and plans.

It is important to show your fans that you are listening. If fans feel that they are not herd they will resent the club for not understanding them. This can be done by having open communication channels through fan groups, customer service and social media channels.