EPISODE 3: Sports Celebrity Crises - Part 1 - Tiger Woods

11/23/22 • 43 min

Sports celebrity endorsements are worth big bucks and these deals are usually built on good character as well as the required incredible athletic performance. What happens when these public leaders don't live up to their image?

Mark and Brady do a deep dive on the impact of Tiger Woods' 2009/2010 sex scandal as the ultimate case study, with discussion of economic impact as well as best practices, missed opportunities, and salacious details.

By way of background, listeners can review these supporting documents that were discussed in the Episode (regarding the Academic Articles, they may appear behind a paywall):

Timeline of Tiger Woods crises: https://www.biography.com/news/tiger-woods-sex-scandal-facts
Tiger Woods worth $ 1 billion https://www.forbes.com/sites/mattcraig/2022/06/10/tiger-woods-officially-a-billionaire-no-thanks-to-the-saudis/?sh=f6d3b07da03d
Academic Article 1 Tiger Woods crisis cost to sponsors https://www.jstor.org/stable/42919517
Academic Article 2 - https://journals.humankinetics.com/view/journals/ijsc/6/1/article-p87.xml
Academic Article 3 https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2018.3243.2018.3243

The gents also discuss Kanye West and Kyrie Irving's recent antisemitic remarks and the fallout, as well as sponsorship revenue declines at Twitter after Elon Musk's purchase and abrasive actions and messaging. They also revisit the latest news on the Rogers Telecommunications service failure and the impacts of the failures of their corporate crisis communications.

Hosted on Acast. See acast.com/privacy for more information.

By way of background, listeners can review these supporting documents that were discussed in the Episode (regarding the Academic Articles, they may appear behind a paywall):

Timeline of Tiger Woods crises: https://www.biography.com/news/tiger-woods-sex-scandal-facts
Tiger Woods worth $ 1 billion https://www.forbes.com/sites/mattcraig/2022/06/10/tiger-woods-officially-a-billionaire-no-thanks-to-the-saudis/?sh=f6d3b07da03d
Academic Article 1 Tiger Woods crisis cost to sponsors https://www.jstor.org/stable/42919517
Academic Article 2 - https://journals.humankinetics.com/view/journals/ijsc/6/1/article-p87.xml
Academic Article 3 https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2018.3243.2018.3243

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

EPISODE 2: The Influencer Files - Part 1 - Song Jia/Freezia's Knock Off Luxury Scandal

Mark and Brady explore their curiosity related to influencers, the online segment of often grassroots-developed entertainers whose online brands are reaching epic proportions of success. In this first foray into the topic, the team examines the case of Song Jia - or Freezia - a female South Korean influencer and reality star whose career briefly derailed over accusations she was wearing some counterfeit luxury fashion. This podcast examines the actions Song Jia took in the wake of the scandal, as well as the broader business implications of the celebrity apology in this brave new world of profitable online attention-seeking.

This episode also briefly touches on: a Toronto restaurant with poisonous ingredients, Trumps purloined documents at Ma-a-Lago, and Tiger Woods' scandals and responses.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

EPISODE 4: Evidence Based Practice Part 1 - Mad Cow and US Beef

In this episode, Brady and Mark delve deeper into Benoit's image restoration theory through a 2012 case study on US crisis communications about food safety following incidences of Mad Cow disease in the food supply. Mark and Brady also discuss Elon Musk, FTX and Sam Bankman-Fried, the birth of evidence-based medicine at McMaster University and Dr. Gordon Guyatt, Prion / Protein Diseases and 'This Week In Virology Podcast.' They also discuss the merits of Grammarly.

The article Mark and Brady discuss in detail gives an occasion to discuss evidence-based crisis communications as a concept, where there is a rich academic literature of case-based and theory-based studies to draw on.

The article in question:

' The failure of ‘scientific' evidence in Taiwan: a case study of international image repair for American beef.' by Chun Wena, Tzu-hsiang Yub and William L. Benoit. Asian Journal of Communication. Vol. 22, No. 2, April 2012, 121139

https://www.tandfonline.com/doi/abs/10.1080/01292986.2011.642393