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Sponsors and how consumers react to controversial athletes

Størkersen, Brage Haugan; Nguyen, David
Master thesis
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http://hdl.handle.net/11250/2578335
Issue date
2018
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  • Master of Science [835]
Abstract
The protest by NFL athletes against police brutality have split public opinion in

surveys pretty evenly. Our study fills a gap in sponsorship literature which have

focused on impact of illegal acts by sponsored athletes, not acts both widely

admire and widely disliked by audiences. A content analysis of 1097 comments

on the NFL context were carried out to examine how firms should react when

sponsored athletes takes a controversial stand. The study finds a majority of

commenters support sponsors which pull their support for controversial athletes.

Commenters supporting the athletes protest appear to have stronger commitment

to boycotting sponsors that pull their support for athletes compared to the other

group. We also find that eight percent have stopped witching games due to the

protests which is consistent with viewership figures from the period. There is also

evidence of several commenters planning to make a purchase because a sponsor

has pulled support for the athletes. A factor that appear to play a large role is

political orientation of fan base, which needs to be considered by managers when

deciding how to handle controversial sponsored athletes.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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