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Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?
A surprisingly controversial look at the market opportunities that arise from a sports personality breaching the terms and conditions of a lifestyle orientated sponsorship. In Australia, sports teams have been sponsored by roadsafety, health and safety and other social change message campaigns. When the inevitable breach occurs, this paper suggests capitalising on the opportunity presented by the publicity, and the chance to have a credible spokesperson for the campaign arise from the player's lifestyle breach.
Full paper: http://stephendann.net/articles/pdf/lifestylesponsorship.pdf
Reference: Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.