Major League Missteps: How MLB Mishandled the Astros Cheating Scandal

Major League Baseball (MLB) has been criticized for its handling of the Astros’ cheating scandal. Researchers used a case study method to test whether Situational Crisis Communication Theory (SCCT) should be expanded to include collaborative brand attack (CBA) as a crisis type. Researchers used traditional and extended SCCT to analyze MLB’s crisis response to determine which version fit best. Data were triangulated from sports news sources, MLB’s official statement and Twitter account, and social media influencer and stakeholder posts. Researchers asked which SCCT response MLB used and whether it was effective with stakeholders. Because of poor history, MLB’s accidental crisis response mismatched the level of stakeholder attribution of responsibility. Another question examined the role of social media. Major League Baseball underestimated the role of social media and SM influencers and, by underutilizing its Twitter feed, left stakeholders to attribute greater responsibility to MLB. Two final questions asked whether SCCT should be updated to include the CBA crisis type and whether it applied in this case. The results indicate the negative consequences of crisis/response mismatch and indicate that CBA should be incorporated into SCCT to address social media influence. This is the first known study to apply CBA in a sports context.