When Sports PR Goes Wrong: Learning from 3 Major Controversies

By: Samuel White, Account Supervisor

Nowadays, modern-day athletes carry immense responsibility, constantly scrutinized on and off the field. In the age of social media, athletes have become so visible to the public eye that they’ve become sources of information and influence among fans. With increased surveillance, sports-related controversy has become even more prevalent and has spread more rapidly than ever before. With thousands reacting to crises in real time, it’s crucial that athletes, teams, leagues, and their PR teams respond appropriately, as one misstep risks severe reputational harm.

Sports PR crises are especially volatile because not only is the athlete’s personal reputation on the line, but also their following, brand deals, and sponsorships. Good crisis communication depends on three factors: speed, transparency, and consistency. A statement or apology that takes too long to be released can look evasive and timid. Doubling down on lies and then giving a half-assed apology comes off as dishonest. Even a polished apology can turn insincere without the proper tone. We’ll be analyzing instances of all three in order to use sports PR fails as a guide on what not to do in a crisis.

Let’s first look at the crisis surrounding former NFL player Colin Kaepernick as an example of how speed matters in crisis situations. The star quarterback for the San Francisco 49ers began kneeling during the national anthem before games in 2016. He did so as a way of highlighting and protesting ongoing racial inequality and police brutality in the United States. His actions quickly caught the attention of fans nationwide, but the response was split. Many applauded his efforts to stand up for social justice, while others felt “taking a knee” was a figurative spit in the face of the United States. With controversy growing and pressure mounting, the NFL had a clear opportunity to speak up and issue a statement. However, in an act of poor judgment, the NFL and Commissioner Goodell decided to stay silent on the matter, hoping it would die down on its own.

However, what wouldn’t help was the fact that Kaepernick’s NFL career would come to an abrupt end soon after. He became a free agent in 2017 and was never offered another NFL contract, leading fans to speculate that Kaepernick was blackballed by the league as a result of his protests, only making the NFL’s lack of action look worse in retrospect. Commissioner Goodell wouldn’t explicitly speak on the issue until 4 years later, during the Black Lives Matter movement. However, the damage was already done: the NFL had garnered a reputation for being spineless and hesitant to speak out on real-world issues. As a result of ignoring a major crisis, NFL viewership fell, support decreased, and, worst of all, a quarterback was left jobless due to a harmless protest.  

Another example we’ll look at examines the negative consequences of lying and exaggerating stories. The major PR disaster, dubbed “LochteGate,” was put on the global stage during the 2016 Summer Olympics in Rio de Janeiro. Ryan Lochte, a record-setting swimmer and multi-time Olympic gold medalist, reported to NBC that he and three other athletes had been robbed at gunpoint at a gas station. An allegation of this caliber had major repercussions, as it portrayed Brazil as an unsafe place while it was in the global spotlight. Things got even more interesting when Brazilian police failed to find any witnesses. Lochte and his PR team initially doubled down on his claims, insisting that the robbery did take place. Yet, in other interviews, Lochte later claimed that he “over-exaggerated” his story, further frustrating and confusing the public.

Finally, the incident was confirmed as fabricated in the following days, and Lochte would issue an apology via Instagram. Despite seeming sincere, Lochte’s apology fell completely short, as he never fully acknowledged his wrongdoing and even portrayed himself as the victim. As a result, he faced a 10-month ban from competition and even lost notable sponsorships, including from Speedo. If aspiring PR professionals can learn anything from LochteGate, it's this: never create false narratives, and that transparency goes a long way for your reputation, even if you have done something wrong.

Finally, we’ll be looking at Tiger Woods, someone who, unfortunately, is no stranger to controversy. Despite a crisis being well-managed, it serves as a lesson that, without sincere emotion and authenticity, the reception of your apology may be adverse. In 2009, Woods faced one of the most infamous PR nightmares in recent sports history when the 4-time PGA Champion was exposed for having multiple affairs following a minor car accident. This completely derailed Woods’ reputation as a family man and well-regarded role model in the sports world.

Although Woods and his PR team remained silent at first (similar to the NFL/Kaepernick controversy), they organized a televised press conference a year later. This was the opportunity for Woods to clear the air and salvage his reputation with a heartfelt apology, yet things only got worse. The setting felt extremely controlled, and his speech seemed well-rehearsed and even robotic at times, leading fans to question how genuine his apology actually was. His lack of transparency led to widespread frustration and disappointment, even costing Woods millions in sponsorships–similar to the Lochte case. His reputation hasn’t fully recovered since, especially given his recent arrest last month. The Tiger Woods scandal teaches us that a polished apology is not always an effective apology if it does not feel fully accountable.

The best crisis responses in sports usually share a few traits:

• They are fast, but also not reckless.

• They are transparent

• They are specific without sounding rehearsed.

• They acknowledge harm rather than minimizing it.

• They show intention to grow, rather than merely move on.

Although a good response can’t erase controversy, it can still prevent the crisis from getting worse. In sports, we see many athletes’ careers derailed by mishandled crises. When emotions are high and fans are deeply invested, the proper response can protect long-term credibility. The most effective crisis response is honest, timely, and human, because in sports, trust is part of the product.

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About the Author:

Samuel White is a sophomore in the College of Communication studying public relations. This is his first semester with PRLab, and he oversees client strategy as Account Supervisor for the All Saints Church, Pasadena team. Throughout the year, he also served as Sophomore Representative for the BU Filipino Student Association and as Director of External Affairs for the Phi Chi Theta professional fraternity. He recently accepted a social media and brand growth internship with a Boston-based startup and intends to refine his PR and marketing skills over the summer. With a lifelong passion for sports and music, he aspires to become a marketing professional in either industry.