Is sport becoming too commercialised? The Houston Astros' public relations crisis

Abstract

Throughout sport, the incidence of commercial sponsorship is increasing and shows no signs of slowing. This case study examines the negative consequences that can arise when a corporate stadium naming rights partner (Enron) becomes embroiled in financial and ethical controversies and how its collapse affected the team that uses the stadium for its home games (Major League Baseball's Houston Astros). It examines public relations strategies and tactics the Astros used to disassociate themselves from Enron and to recapture public support.