astros brand

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School

Southeastern Oklahoma State University *

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Course

5113

Subject

Health Science

Date

Jun 27, 2024

Type

docx

Pages

5

Uploaded by herm2260

Running head: ASTROS BRAND 1 Astros Brand Southeastern Oklahoma State University KIN 5113 – Sport Management, Finance, & Fundraising June 15, 2024 Dr. Leonard Nardone
ASTROS BRAND 2 ASTROS BRAND In recent years, the Houston Astros have faced a crisis in their organization over repeated misconduct. The fallout from the sign-stealing scandal has not only tainted their on-field achievements but also damaged their reputation and brand. This essay explores the resultant damage to the Astros' brand and gives key ways to mitigate the damage that has happened to their brand. Damage to Astros Brand The Houston Astros celebrated their 2017 World Series championship and many accomplishments in Major League Baseball, yet now find themselves with a beaten brand in the public eye and constant controversy. The revelation of their involvement in a sign-stealing scheme during their championship season has had far-reaching consequences. Major League Baseball issued fines and suspensions to managers and the organization. Fans, media, and fellow teams alike criticized their actions as unethical and tarnished the integrity of the game of baseball. The Astros organization found their fans, other teams, and players lost trust in the organization. Fans and stakeholders now perceive the Astros as dishonest and unfair competitors. The breach of trust extended beyond the idea of sportsmanship and truly impacted the team's credibility in everything they do as an organization. Any action they take now will be scrutinized and questioned. The Astros use to be a team with a positive image and brand. They had respect around the league from going from the bottom dwellers in the early 2000s and early 2010s, but have been overshadowed by the scandal. Sponsors, fans, and partners reconsidered their association with the team due to concerns about ethical practices and brand association.
ASTROS BRAND 3 The fans felt their team would never be involved in such a betrayal of sportsmanship and competitiveness, often seeing fans still appreciate their winning. However, opposing fans had a newfound hate for the Astros, and some former supporters avoided supporting their own team, leading to decreased attendance and merchandise sales. Actions to Repair and Mitigate To begin the journey toward reputation recovery, the Houston Astros must take proactive steps to address the fallout from the scandal and rebuild trust with their stakeholders. The organization's first step is to be transparent about what happened. They needed to come out and admit what happened, then apologize for what happened. Apologies must be to their fans, the opposing teams and the Major League Baseball community. They needed to own up to what happened then create belief that they don’t believe in what they did and ensure it would never happen again. Doing this could help rebuild credibility with their organization and allow fans and Major League Baseball to start to rebuild trust. By being transparent, the organization needed to continue then to maintain open communication channels with fans, sponsors, and media. Regular updates on organizational changes and efforts to improve integrity and demonstrate progress. Astros need to institute systemic changes within the organization to prevent similar scandals from occurring in the future. This includes promoting a culture of integrity and ethical conduct throughout the entire organization, from players and coaches to front-office personnel. Leadership must exemplify these values and enforce strict adherence to ethical standards. The third thing they need to do is actively engage with their community in order to create a positive community image again. Astros need to do outreach programs within their community to try to interact with as many fans as possible to help build their image. The organization can
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