Concussions: The Marketing Nightmare that Faces the NFL and Youth Sports

Orr, Thomas J.

doi:10.15341/jbe(2155-7950)/10.06.2015/008

Cited by 2 publications

(6 citation statements)

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“…A new approach to sports crisis strategy The NFL concussion crisis is evidence that when crises are ignored over time and mismanaged, an organization's marketing efforts suffer (Heinze and Di, 2017;Wilbur and Myers, 2016;Orr, 2015), sports viewership decreases and alternatives are explored by consumers (Morgan, 2017, para. 5), and a variety of stakeholders including corporate sponsors and current players are negatively influenced (Richards et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…In fact, Fortune has declared the issue an "existential crisis for America's most popular sport" (Huddleston, 2017, para. 2) and Orr (2015) claimed it a "marketing nightmare" (p. 1735).…”

Section: Strategic Approach To Sports Crisis Managementmentioning

confidence: 99%

“…The concussion crisis presents the NFL and the sport of football in general with a significant PR and marketing threat (Heinze and Di, 2017;Wilbur and Myers, 2016;Orr, 2015). It is possible that the NFL has recently realized the importance of sound crisis management strategies.…”

Section: Strategic Approach To Sports Crisis Managementmentioning

confidence: 99%

“…A dangerous and lingering crisis (Heinze and Di, 2017) one that has potential negative implications on the NFL's economic viabilityis that of player concussions. Orr (2015) suggests that marketing strategies should be inacted to mitigate the negative financial impact this issue will have on the NFL and the sport of football as a whole. Due to consumers' and media's increasing critical focus on concussions in football and the issue's potential economic and financial impact, there is an opportunity to learn from this situation through rigorous marketing and PR academic lenses by assessing reactions to and perceptions of the NFL in light of this controversy.…”

Section: Introductionmentioning

confidence: 99%

“…Strategic approach to sports crisis management crisis situation. Understanding how to properly leverage audience emotions provides sports marketers with a strategic advantage and tools needed to quickly adapt to and recover from a crisis (Coombs, 2006(Coombs, , 2007 to protect the effectiveness of their marketing strategies (Dawar and Pillutla, 2000;Orr, 2015).…”

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A strategic approach to sports crisis management

LaGree

Wilbur²,

Cameron³

2019

IJSMS

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Purpose Using the National Football League (NFL) concussion crisis context, the purpose of this paper is to provide sports marketers with a strategic approach to sports crisis management through consideration of crisis media coverage and organizational reputation. Design/methodology/approach An online experiment assessed the impact of two crisis response strategies, fan involvement and exposure to crisis media coverage on emotional response, corporate message credibility, crisis perception and perceived corporate reputation. Findings The accident response strategy was associated with more favorable perceptions of the NFL and corporate message credibility. Sports fan involvement facilitated more favorable perceptions of the NFL’s reputation, while exposure to media coverage of the NFL’s crisis created negative perceptions of the NFL’s reputation. Exposure to media coverage of the NFL concussion crisis increased feelings of anger, which in turn decreased perceptions of corporate message credibility. Research limitations/implications A limitation for this study is the specific crisis scenario that was used. The NFL concussion crisis is different from other crisis types in that it does not directly impact the audience’s well-being, but instead affects their perceptions of an iconic institution. Practical implications In light of study findings, it is suggested that sports marketers consider the following when dealing with crises: carefully determine proper framing methods when crafting a crisis response as different response types affect consumers in different ways; leverage public relations (PR) practices by engaging in media monitoring to inform an appropriate crisis response to control the narrative; and examine forces exernal of the organization that influence consumer emotions, paying special attention to feelings of anger as anger negatively impacts consumer perceptions of corporate credibility. Originality/value This paper addresses sports crisis strategy from both marketing and public relations perspectives. It describes how strategic efforts protect a sports organization’s reputation, thus increasing marketing effectiveness.

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Section: Discussionmentioning

confidence: 99%

“…In fact, Fortune has declared the issue an "existential crisis for America's most popular sport" (Huddleston, 2017, para. 2) and Orr (2015) claimed it a "marketing nightmare" (p. 1735).…”

Section: Strategic Approach To Sports Crisis Managementmentioning

confidence: 99%

Section: Strategic Approach To Sports Crisis Managementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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confidence: 99%

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A strategic approach to sports crisis management

LaGree

Wilbur²,

Cameron³

2019

IJSMS

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“Pretty Disgusted Honestly”: Exploring Fans’ Affective Responses on Facebook to the Modified Rules of Australian Football League Women’s

Pavlidis

Toffoletti

Sanders

2020

Journal of Sport and Social Issues

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In this article, we argue that the “turn to affect” can provide a generative framework for working through key sticking points for women in sport. Through an analysis of the rule changes and subsequent social media comments in the lead-up to the inaugural Australian Football League Women’s (AFLW) competition, we demonstrate the power of emotions for intensifying and resisting discussion about women’s participation in male-dominated sport, as they accumulate through fan encounters on social media. Through a focus on the expression of emotions such as disappointment and contempt, we interrogate the collective workings of digital affects for constituting gendered knowledge production and subjectivity in sport contexts. We conclude with a discussion of the implications of feminist thinking for sport research and practice.

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Concussions: The Marketing Nightmare that Faces the NFL and Youth Sports

Cited by 2 publications

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A strategic approach to sports crisis management

A strategic approach to sports crisis management

“Pretty Disgusted Honestly”: Exploring Fans’ Affective Responses on Facebook to the Modified Rules of Australian Football League Women’s

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