Elite Athletes as Charitable Ambassadors: Risks Associated with Indiscretions

Abstract

Elite athletes can reach a level of notoriety where media and fans are interested in various aspects of their lives beyond that of their on-field success or failure. By receiving this level of attention, these sporting celebrities attract sponsorships from commercial, fee-paying corporations. With considered alignment, manufacturers can enhance the visibility of their product with target audiences that consume every aspect of the lives of celebrity endorsers. While this form of commodification has been explored from the perspective of the private sector, there is limited research that reflects on the ambassador relationship between sport celebrities and charitable organisations.

While a charity ambassador role omits financial support, a win-win outcome can be achieved. Enhanced visibility can benefit both parties: the sports celebrity adds another dimension to their personal brand portfolio, and the charitable organisation broadens awareness of their social issue. Retired athletes continue to harbour desirable brand equity; they have ongoing potential to reach to multiple stakeholders and act as important catalysts for social change.

Whilst heightened visibility of an issue is desired, the immense stakeholder interest in the life of a successful athlete has a downside if the celebrity transgresses. Minor transgressions may pass with little impact, yet what constitutes a minor transgression for one set of stakeholders may result in reputational damage for both athlete and brand. Adopting a case study approach, this chapter investigates the construction of the sports celebrity persona at various stages of their career and the response by all actors to transgressions.

Findings reveal that media framing of successful sports personalities can exacerbate future failings and heighten the impact on stakeholders, thus lessening their viability and longevity as positive social catalysts. Replicating actions adopted by the private sector, charitiable organisations may respond to scandals by immediately severing the relationship, or at the other extreme, provide visible support as the celebrity seeks to repair and restore their image. The cases lead to a cohesive set of risk assessment considerations.