An examination of the impact of player transgressions on sponsorship b2b relationships

This study examines the impact of transgressions committed by team members in professional sport on the sports organisation's relationship with its sponsors. In-depth interviews were conducted with sporting administrators to identify potential moderators and responses that may occur as a result of different types of player transgressions. The conceptual model that was developed assimilates our qualitative results with the latest cross-disciplinary transgression literature to frame a model uniquely contextualised for player transgressions.