Knowledge@ASB: Leveraging Scandal: How Sporting Controversies Pay Off

As the Pakistani cricket team's match-fixing embarrassment deepened, news broke in Australia that a strike force of detectives would investigate suspicious betting activity involving a recent National Rugby League game ... Yes, these days outrageous sports scandals are just part of life, observe two business academics from the University of New South Wales. But, could headline-grabbing incidents, such as Tiger Woods' marital infidelities or the recreational drug use of former Australian Football League player Ben Cousins, become marketing opportunities? It's a controversial and risky idea. And while most sponsors insist they are not ready to play, some have already picked up the ball and run with it.