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The FIFA Crisis: Examining Sponsor Response Options

2016; Wiley; Volume: 25; Issue: 2 Linguagem: Inglês

10.1111/1468-5973.12125

1468-5973

John A. Fortunato,

Public Relations and Crisis Communication

A crisis not only affects the organization that engaged in the improper act, but its stakeholders as well. While there are many studies that analyse response options for the organization involved in the crisis, there is little research focusing on the strategic response of stakeholders. This article uses the crisis involving FIFA as its focus and how its sponsors, an essential stakeholder group, responded. While no companies terminated their sponsorship, sponsors did issue statements that indicated the severity of the crisis and encouraged FIFA to engage in corrective action. FIFA engaging in corrective action is the best outcome for sponsors as they can maintain their partnership and continue to accrue the promotional communication and business benefits of this sponsorship.