Player transgressions and the management of the sport sponsor relationship

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.