Creativity in a Crisis: How it Can be your Best Friend When Sh*$ Hits the Fan

Date: 24 August 2023

Fans who have turned against their own club. An athlete caught cheating on their partner. An international sporting team forced to reinvent themselves. Community sporting leagues on the brink of collapse.

In sport, a crisis comes in many forms. Who it affects, how it is covered and how it is handled has changed so rapidly with new age media. One of the strongest, and sometimes most underutilised, levers in today’s sporting landscape is creativity. And we’re not talking about starting a dance trend. We’re looking at where creative has guided a set of principles that an organisation lives by, internally and externally, and how it talks to fans, rather than customers. And most importantly, how it is used as a crisis management tool.