Crisis in Sport: A Sport Fan’s Perception Toward Sport Celebrity Scandals

The purpose of the study was to examine how sport fans differently perceive on-field scandals and off-field scandals. To examine sport fans’ perceptions toward four types of on-field scandals (doping, match-fixing, embezzlement, and misuse of inside information) and four types of off-field scandals (sexual misconduct, violence/criminal charge, alcoholism/drug abuse, and illegal gambling), 128 samples were collected from sport management students in Midwest areas in the United States using online survey. The results of the study revealed participants perceived violence/criminal charge and sexual misconduct as the most deteriorate scandals. In addition, there was a positive correlation between the fan perceptions toward on-field scandals and off-field scandals. Finally, there was a significant mean difference of fan perceptions toward scandals between on-field scandals and off-field scandals. That is, fans’ negative perceptions toward on-field scandals were higher than those of off-field scandals. This study contributes to understanding how sport fans negatively perceive sport celebrity scandals and why sport organizations should consider developing an effective communication strategy. Keywords: Crisis, scandals, fan perception, on-field, off-field.