The inevitability of scandal: lessons for sponsors and administrators Available to Purchase

Why has the reporting of scandal in sport been increasing? This paper focuses on the commercialisation of sport and changes in the media landscape. A case study of the Australian Rugby League competition and its long-running series of scandals concludes that scandal is inevitable in sport, and that marketing strategies must incorporate this. The authors propose a new strategy - embracement - as an effective way of mitigating scandal and leveraging for sponsor market position.