Sport Event Sponsorship in the Midst of Crisis: A Teaching Case Study on the Partnership Between RunCzech and Adidas

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William Crossan Faculty of Physical Education and Sport, Charles University, Prague, Czech Republic

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Jan Šíma Faculty of Physical Education and Sport, Charles University, Prague, Czech Republic

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Brendan Dwyer Center for Sport Leadership, Virginia Commonwealth University, Richmond, VA, USA

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This case provides students with an opportunity to observe RunCzech, a historically successful sport event organization, as they navigate a crisis and strive to satisfy all stakeholders, with emphasis on the sponsor stakeholders. Students are familiarized with the challenges facing RunCzech and their corresponding response. The event organizers strive to mitigate these challenges with their crisis management strategy. This strategy includes creating new events in partnership with their sponsors while remaining in compliance with changing government restrictions. RunCzech’s crisis management, and the communication surrounding it, is framed in terms of Coombs’s situational crisis communication theory. The students see innovative crisis management, with a primary focus on sponsors as stakeholders, before being tasked with communicating these crisis management efforts to one specific sponsor, adidas.

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