Sport Crisis Management
OVERVIEW
You will select 3 unique crisis situations involving sport organizations and/or athletes associated
with a sport organization.
INSTRUCTIONS
The crisis situations must have occurred at least 12 months prior to the start of the course (i.e. no
crisis situation can be utilized that has occurred within the last calendar year). After selecting 3
crisis situations, you must provide a thorough background/explanation of each situation, identify
key PR elements, outline what the organization’s posture and response was, assess the
appropriateness and effectiveness of the response postures taken, and make recommendations on
improved response techniques for similar situations in the future.
In total, the response analysis must be no fewer than 6 pages (at least 2 for each selected crisis
situation). The document must be in current APA format and contain a Title Page and Reference
Page (neither of which count towards the 6 page minimum). An Abstract is not required.
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Sport Crisis Management
Crisis Management in Sports Organizations
Sport organizations, like all public-facing entities, are vulnerable to crises that can severely impact their reputation, operations, and stakeholder relationships. Selecting three high-profile crises that occurred over a year ago provides insight into how crisis management is handled in the sports industry and what lessons can be learned.
Crisis #1: USA Gymnastics and Larry Nassar Scandal
Background:
Between 2016 and 2018, it was revealed that former USA Gymnastics doctor Larry Nassar sexually abused hundreds of athletes over decades. The crisis exposed systemic failures in USA Gymnastics and other governing bodies.
Key PR Elements:
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Lack of transparency
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Delayed response
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Victim-blaming
Organization’s Posture and Response:
USA Gymnastics initially took a defensive posture, offering vague apologies. Only after massive public backlash and pressure did they begin to cooperate more openly and restructure leadership.
Effectiveness and Recommendations:
The response was slow and perceived as insincere, leading to loss of sponsorships and public trust. Future crises should be met with immediate transparency, empathetic leadership, and victim-centered communication.
Crisis #2: Colin Kaepernick and the NFL
Background:
In 2016, NFL quarterback Colin Kaepernick began kneeling during the national anthem to protest racial injustice. This action led to controversy, debates about free speech, and Kaepernick’s effective denylisting from the league.
Key PR Elements:
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Cultural sensitivity
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Player rights
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Media framing
Organization’s Posture and Response:
The NFL distanced itself initially, stating teams could act independently. Only years later did the league acknowledge mishandling the situation, after public pressure and changing social attitudes.
Effectiveness and Recommendations:
The delayed acknowledgment damaged the NFL’s image. Sport organizations must engage in proactive dialogue about social justice issues and support athletes exercising free speech, with clear, unified messaging.
