USA Gymnastics: Sponsors know when to hold them and know when to fold them

In our thirty-two years of studying the intersection of sport and marketing, we have seen a fair share of demoralizing stories:  the bribery scandal of the Salt Lake City Olympics, money laundering by FIFA, racism with the L.A. Clippers, and performance enhancement drugs across professional cycling, Major League Baseball, and even the entire Russian Olympic … Continued

Rio Got a Bad Rap

After spending the two weeks in Rio, traveling to and from venues, attending several events, and visiting all of the different Olympic regions, we can say, unequivocally, that Rio’s troubles were as overblown as Ryan Lochte’s fabricated robbery account. We at Performance Research deal in facts and direct observations, not media hype or hearsay. So, … Continued

When Sponsorships and Athletes Collide, Who Wins?

While a shoddily worded campaign, an untimely marketing ploy, a legal infraction, or an unethical manipulation can jeopardize the effectiveness of sports sponsorship, a poor activation can both threaten the safety of the athletes and negatively influence the results on the field of play in the process. It sounds like a rare occurrence, but that … Continued