Lessons learnt from the top sports crises of 2020

Even in a year when so much top level sport was postponed or truncated due to the COVID-19 pandemic and subsequent lockdowns, there were still plenty of controversies and scandals throughout the year.

In 2019, racism dominated football while the likes of James Maddison, Pep Guardiola, Saracens, London Irish and Alberto Salazar all dominated the news for negative reasons.

Sports stars, clubs, federations and brands have all suffered when scandal strikes and as sports crisis communications experts, here are some of the major sports crises of the past 12 months and what lessons can be learnt to avoid encountering the same problems.

EIGHT-YEAR BAN FOR CHINESE SWIM STAR SUN YANG

He may have won three Olympic gold medals, but Sun Yang was banned for eight years after missing a doping test.

FINA, the international swimming federation, had originally cleared Sun over an incident with drug testers in 2018 but after an appeal by the World Anti-Doping Agency (WADA), the Court of Arbitration for Sport (CAS) found Sun guilty of obstructing testers and of ordering a member of his team to smash vials containing his blood.

Sun told the hearing that he did not think the testers were properly accredited but having previously served a three-month ban in 2014 for testing positive for a banned stimulant and declared: “This is unfair. I firmly believe in my innocence. I will definitely appeal to let more people know the truth.”

Other swimmers have previously criticised the swimmer and Briton Duncan Scott refused to shake Sun’s hand on the podium after his victory in the 200m freestyle, with Sun telling him: “You’re a loser, I’m a winner.”

Australian swimmer Mack Horton – who had labelled Sun a “drug cheat” in Rio – refused to share a podium or shake his hand following defeat in the 400m freestyle final in 2019 and had been the subject of mass online abuse from Chinese swim fans in the past.

But after the publication of the 78-page CAS report, many Chinese fans apologised and appear to have turned their back on Sun.  

FINA’s original decision to clear him was met with astonishment throughout the sport but Sun has filed two appeals with the Swiss Federal Tribunal which are ongoing.

Update: The Swiss Federal Tribunal has now upheld Sun’s appeal and the case will be heard again by CAS with a new panel.

Sun’s appeal was focused on panel President Franco Frattini, a former Italian Foreign Minister, whose integrity was called into question after a series of controversial tweets came to light about China's dog-meat trade and a racial slur.

"Wada will take steps to present its case robustly again when the matter returns to the CAS Panel, which will be chaired by a different president," said Wada in a statement.

Learning: Sun Yang’s arrogance while he dominated the sport will now forever be in question, even if he wins his appeal.

CAS explained in their verdict that to question the accreditation of the testing personnel and destroy testing samples, despite lengthy exchanges and warnings of the consequences, sends a message that Sun had something to hide and potentially damaged his reputation for good.

Taking an aggressive stance against doping testers, even if you consider their actions unreasonable, is never a good look. That’s particularly the case when there are doubts about your sporting integrity and you have previously been banned for doping offences.

Sports stars have to work twice as hard when they have previously been convicted of doping offences and there are many who have not taken testing as seriously as they should and lost years of their short careers as a consequence.

BAYERN MUNICH FANS TAUNT DIETMAR HOPP  

A multi-billionaire who has given away hundreds of millions to charity, Dietmar Hopp should be a popular figure in Germany.

He has helped his local club Hoffenheim go from part-timers to Bundesliga stalwarts having invested in a new stadium and big money players in the past.

The club is more self-sufficient these days but in 2014, Hopp was granted an exemption from German football's '50+1' rule, which states that members – usually fans – must control 50 per cent of a club's shares with voting rights, thereby preventing external parties from buying controlling stakes.

The German Football League (DFL) said at the time that Hopp's exemption was because he “has provided considerable financial support for both the professional as well as the amateur teams of the club” and follows those for Bayer Leverkusen, who were founded by workers of pharmaceutical giant Bayer in 1904 and Wolfsburg, connected to Volkswagen.

Fans of many clubs in Germany resent Hopp for his bankrolling of Hoffenheim but the situation came to a head in March when Bayern Munich visited the Rhein-Neckar-Arena.

Bayern fans unfurled banners with slogans such as “Du Hurensohn” ("You son of a whore") with the letters D and H coloured in blue to target Hopp.

By that stage, Bayern were leading 6-0 and after the game was initially halted, the final 13 minutes became a training session between the two teams with the result already confirmed.

Bayern manager Hansi Flick, sporting director Hasan Salihamidzic and then the players sprinted to the away supporters, pleading with them to show more respect before the players were escorted off the field by the referee.

Bayern's chief executive Karl-Heinz Rummenigge accompanied Hopp back to the touchline, holding hands in an act of solidarity and after the game, both teams applauded the crowd - apart from the Bayern section – as Hopp stood in the centre circle.

Learning: Bayern Munich may be the biggest club in Germany and later last season became European champions once again, but their response to the fan banners was unequivocal and a perfect example of how to address a crisis even if it involves your own supporters.

Setting high standards can mean biting the hand that feeds you or in this case the fans that follow the team home and away but whose standards of behaviour fell below acceptable standards.

Bayern president Herbert Hainer described the Hoffenheim protest as “an absolute low point. All of us at FC Bayern are still stunned by yesterday's incidents in Hoffenheim. We are ashamed of the behaviour of a few so-called ‘fans’ in the FC Bayern terrace and seating area during the game.

“Dietmar Hopp was insulted in the worst imaginable way by a few idiots with a banner. He was defamed, from a distance, anonymously, namelessly, and in a cowardly way.

“It is high time to act decisively. Racism, exclusion, insults and discrimination of any kind and against anyone must stop now. This is also the opinion of the overwhelming majority of FC Bayern fans.

“They are expressing their incomprehension and indignation via all conceivable online platforms, on social media and in numerous emails to us. Our fans stand together, football stands together, against hate, against intolerance, against defamation.”

FOOTBALLERS BREACH LOCKDOWN RULES

Lockdown has been hard on everyone, with our ways of life curtailed significantly in a bid to stop the spread of the COVID-19 virus.

Sport at elite and grassroots level has experienced extended periods without competition and left a lot of high profile sports people kicking their heels and trying to keep fit and active within the walls of their own, usually spacious homes.

Aston Villa captain Jack Grealish was one of the first to get caught out after crashing his car just a day after urging people to stay at home during lockdown.

The 25-year-old was subsequently banned from driving for nine months and fined £82,499 after admitting two counts of dangerous driving. Just this month, he was yet again caught, this time for celebrating Ross Barkley’s birthday at a London restaurant, although no action was taken.

Fellow England star Kyle Walker twice broke lockdown rules, once to host a party with sex workers and once to visit family, prompting him to apologise on social media and claim that he felt harassed by the media.

England players Phil Foden and Mason Greenwood would be suspended in the autumn after inviting two local women back to their hotel room, breaking strict COVID-19 protocols and potentially putting the entire national squad at risk of contracting the virus.

Both players are young and could be expected to make mistakes, but Foden made a statement on Twitter which underlined his understanding of a sportsman’s position as a role model.

“I am aware of the huge responsibility I have in representing Manchester City and England…I made a poor decision and my behaviour didn’t meet the standards expected of me.”

Learning: While it may be a lot to expect of young people with plenty of money and the status and adulation that comes with being an international footballer, they cannot escape the fact that they are role models, particularly for younger generations.

That’s why brands want to associate themselves with sports stars and teams – because their reach and profile can make the difference when it comes to buying choices.

They have to realise, particularly in this age of smartphones, that anyone can now take photos and videos and that their every move is almost constantly in the public eye.

Players are role models, whether they like it or not, so when they break lockdown rules, they risk their own commercial deals as well as damaging their reputations.

BRITISH GYMNASTICS FALLS SHORT IN ABUSE CLAIMS INQUIRY

Gymnastics has faced some challenging times in recent years with US Gymnastics doctor Larry Nassar sentenced to up to 175 years in prison for sexual abuse of more than 150 women and girls over more than 20 years.

British Gymnastics has also been in the news for the wrong reasons this year, with many gymnasts including Olympic medallists Amy Tinkler and Nile Wilson as well as Hannah Whelan and Dan Keatings exposing a culture of abuse within the sport including allegations of mistreatment, sexual, mental and physical abuse, bullying, harassment and discrimination.

Sydney 2000 Olympian Lisa Mason said she was made to train until her hands bled while former European champion Catherine Lyons said she had been hit with a stick and shut in a cupboard.

Tinkler, who revealed that she had retired from the sport after no-one listened to her complaints, accused head national coach Amanda Reddin of regularly commenting on her weight, prompting Reddin to step aside during the investigation.

“It’s a broken system,” said Lyons. “There is a culture that allows abuse to occur and that stems from the very core of British Gymnastics and this culture has been engrained into the sport.”

Tinkler complained about the unsympathetic response she received to her complaints: “It's been 271 days since I submitted my complaint and 25 days since I was abruptly told by email that my complaint into Amanda Reddin and British Gymnastics was closed.

“This really stinks and my patience has run out. I've tried to do the right thing but the people running British Gymnastics can't be trusted.”

British Gymnastics chief executive Jane Allen said she was “appalled” and admitted that the organisation has “fallen short” in protecting its members.

She added: “When stories of mistreatment in gymnastics first appeared in the media five weeks ago, I was appalled and ashamed.

“If bad things happen in our sport, or any sport, a light must be shone upon them. Those that speak out about mistreatment in gymnastics must be heard. And change must follow.”

But former British Gymnastics membership manager Ros Anwyl, who was in charge of welfare and dealing with complaints, explained that there was a toxic atmosphere around Allen when she worked with the organisation.

Anwyl, who resigned as a result of Allen’s approach, said: “If you dared to speak out you were very quickly put back in your box - there was a culture of fear that she fostered.”

Perhaps, then, it was telling that Allen brought forward her retirement which was initially planned for after the Tokyo Olympic Games.

The revelations led the Gymnast Parent Alliance, a group for parents of British youngsters in the sport, to accuse British Gymnastics of prioritising medals over welfare, saying: “Many allege that they have reported abusive coaching practices to British Gymnastics… many of these problems stem from systemic failings at a senior level within British Gymnastics and a 'medals at any cost' culture.”

The governing body commissioned an independent review, led by lawyer Jane Mulcahy QC but later announced that it would no longer be affiliated with the independent Whyte Review to be undertaken by Sport England and UK Sport, who also warned that any safeguarding failures could lead to funding being withdrawn from the sport, which received over £16 million in preparation for the Tokyo Olympics.

As a result of the revelations, the British Athletes Commission (BAC), partnered with the National Society for the Prevention of Cruelty to Children (NSPCC) to launch a helpline to support abuse claims in British Gymnastics with almost 200 gymnasts registering complaints. 

Learning: How you deal with a crisis is just as important for your reputation as the initial problems when they arise.

Taking allegations seriously and following them up with swift action is fundamental for any organisation that cares about its stakeholders.

Tinkler accused British Gymnastics and Allen of “prolonging my suffering” in the way they handled her complaint and had seen no progress in eight months.

While British Gymnastics made positive statements condemning the alleged abuse, the fact that so many individuals exposed its long-standing problems suggests that nothing short of a complete overhaul is required if it is to regain the confidence of its many stakeholders.

LIONEL MESSI SUES FC BARCELONA

Barcelona and Lionel Messi are inextricably linked, so it came as a shock last summer when the Argentinian superstar claimed that he was planning to leave the club.

The situation arose from a contract clause that entitled Messi to leave on a free transfer as long as he gave notice before the end of last season.

But COVID-19 and the subsequent global lockdowns meant that the season was extended and, according to Messi and his representatives, entitled him to use the clause beyond its original deadline.

Barca’s 8-2 defeat to eventual Champions League winners Bayern Munich compounded rumours that Messi was unhappy with the team becoming less competitive and the forward making statements about the running of the team and manager Ernesto Valverde's sacking.

It was left to La Liga to investigate the veracity of Messi’s contract claims and they concluded that his release clause of $700m still remained in place despite his views to the contrary.

With the new season imminent and Messi’s only hope of leaving dependent on taking Barcelona to court, he committed to the club for at least the 2020-21 season.

“I thought and was sure that I was free to leave,” Messi told Goal. “Now I am going to continue in the club because the president told me that the only way to leave was to pay the $700m clause, and that this is impossible.

“There was another way and it was to go to trial. I would never go to court against Barca because it is the club that I love, which gave me everything since I arrived. It is the club of my life, I have made my life here.”

There was much speculation that Messi was concerned by the lack of a coherent project and the lack of competitiveness of the team, linked back to the Presidency of Josep Bartomeu, who remained defiant about his tenure.

Bartomeu initially ruled out his own resignation but after a motion of no confidence by the members, he stood down along with the Board.

Learning: When a one-club legend like Lionel Messi declares his intention to leave Barcelona and the club then responded in kind, it does nothing for the reputations of those involved.

While Messi may have been justified in his concerns about the strategy of the club and its governance, voicing his concerns was always going to be damaging.

Taking internal disputes public is always messy, with new manager Ronald Koeman recently criticising interim president Carlos Tusquets after he said the club should have sold Messi in the summer.

While the club needs to focus on winning matches, something that is not coming as easily as it did only a few years ago, this dispute has further undermined Barca’s status as one of the best-run clubs in the world.

CYCLIST QUINN SIMMONS SUSPENDED FOR SOCIAL MEDIA CONDUCT

Social media has had a transformative impact on communication.

News that once took days to spread can now be broadcast online in a matter of seconds and brands and individuals can connect with their fans and media quickly and informally if they choose to.

But social media is by its very nature a public entity and so any posts or interaction online can be seen by thousands or even millions as soon as it is published.

Quinn Simmons, a Trek-Segafredo cyclist, found out the hard way about inappropriate use of social media when he was suspended after responding to a journalist who had been criticising President Donald Trump with a ‘black hand’ emoji.

The symbolism of the black hand was unfortunate for Trek, who found themselves criticised earlier this year when Trek-sponsored police bicycles were used as weapons during Black Lives Matter protests across the US.

Trek had to issue a statement saying that it was “committed to a better future” and promised a number of initiatives to promote diversity in cycling, although it did not stop selling bicycles to police departments.

Learning: Trek-Segafredo were quick to issue a statement condemning Simmons’ actions, declaring that they are “an organisation that values inclusivity and supports a more diverse and equitable sport for all athletes. While we support the right to free speech, we will hold people accountable for their words and actions.”

They did not skirt around the issue of Simmons’ post, labelling it “divisive, incendiary, and detrimental to the team” and pointed to the importance it places on working with its partners to maintain those relationships.

What all organisations need to ensure, however, is that its staff and team understand their responsibilities with regard to public statements, be they on social media or to the media and general public.

Trek promised to work with Quinn to help him understand what is appropriate on social platforms but after their earlier BLM controversies, their reputation as a sports organisation has been damaged and it remains to be seen whether they will continue to attract high calibre sponsors in future.

SAM BURGESS STEPS DOWN AS RABBITOHS COACH

Former England forward Sam Burgess had to step down as South Sydney Rabbitohs assistant coach after allegations were made about his conduct by his former wife.

Burgess pleaded not guilty to charges of intimidating the father of his ex-wife and common assault in relation to the same alleged incident. He was also accused of domestic violence, sexual harassment, and illegal drug use and was given a restraining order.

The Australian newspaper reported that the National Rugby League (NRL) club had covered up the alleged drug use and domestic violence while his former club stated that they were always against violence, harassment, and women’s abuse.  

Video footage of Burgess sinking beers before the alleged confrontation were also broadcast, while his ex-wife leaked her police statement to a national newspaper to combat the “toxic” cover-up culture within the NRL, a court has heard.

Rabbitohs promised to treat the case with the utmost seriousness while the NRL Integrity Unit investigated the accusations and Burgess and his lawyer denied all the allegations.

However, reports emerged that Burgess was set to coach the South Sydney Rabbitohs' youth team despite the allegations with the court case ongoing.

Learning: It is important to presume innocence with the court case ongoing, but there is little doubt that the Burgess affair has caused embarrassment for the sport.

Time will tell whether his ex-wife’s accusations of cover-ups about domestic abuse, the lad culture and widespread bad behaviour are true, but they certainly warrant more than a cursory investigation by both the club and governing body.

Rabbitohs considering Burgess coaching their youth team did not suggest they understood the reputational implications of letting him continue until the court case has been concluded.

We have seen before when clubs have stood by players during court cases that their relationships with fans and sponsors are damaged.

It will be fascinating to see how the court case concludes and what longer-term impact that will have on rugby league in Australia.

CHRISTIAN COLEMAN GETS TWO-YEAR DOPING BAN

When Usain Bolt retired from athletics in 2017, it left a huge void in the world of sprinting.

Christian Coleman, the World Champion, looked set to see his name in lights at Tokyo 2020 but he won’t be appearing at the rescheduled Games in 2021 after missing three out-of-competition tests that have seen him banned for two years.

The independent Athletics Integrity Unit (AIU) did not agree with Coleman’s explanations after he missed doping tests in January, April and December 2019, describing his attitude towards his anti-doping obligations as “entirely careless, perhaps even reckless.” 

According to the AIU's out-of-competition testing guidelines, athletes are accountable for missed tests if they are not at their specified location for the one-hour period stated and testers must wait for the full 60 minutes before leaving.

He has already come close to suspension and initially avoided a ban on a technicality after more filing and whereabouts failures. That near-miss was clearly not the wake-up call it might have been and ensures that there will always be a cloud of suspicion over Coleman.

He made a statement underlining his commitment to clean sport, his desire for transparency and his appreciation as a role model and has now appealed to the Court of Arbitration for Sport. 

Learning: Coleman did the right thing making a statement on his social media channels to explain his position and his determination to clear his name.

His representatives have also confirmed that he will not be making any more statements now that his appeal has been lodged.

Perhaps it was not advisable to make light of such a serious offence by joking that his parents had bought him a Ring video doorbell.

THE FOOTBALL ASSOCIATION CHAIRMAN RESIGNS OVER RACIST LANGUAGE

Being able to speak eloquently in public is fundamental for those in the public eye.

In sport, whether you are a player, coach, sponsor or administrator, you need to be able to express yourself confidently and coherently.

For senior executives at the Football Association, the range of stakeholders includes broadcasters, sponsors, suppliers, clubs and local associations but most importantly the coaches and players.

So when Football Association chairman Greg Clarke was interviewed by the Department for Digital, Culture, Media and Sport (DCMS) select committee via video link, his “unacceptable” language when referring to black players made his position untenable.

His comments about gay players, female footballers and the demographics of those who work in the FA's IT department did nothing to dent concerns that the English governing body is out of touch with national diversity.

It took less than 24 hours for Clarke to resign, although his statement declared that he had been considering his position for some time, further undermining his understanding of the ramifications of his comments.

Learning: The Football Association has come under fire a great deal recently for a lack of diversity and its failure to adequately address pressing issues that have affected players and fans alike.

It is vital that anyone in a public-facing role undertakes regular media training, to learn and refresh what is appropriate language and how to talk not just to the media but also to committees, stakeholders and other groups who expect you to be professional, engaging and inspirational in your communications.

Failure to do so can harm more than just your own reputation – it can affect the confidence your stakeholders have in your organisation.

PARIS SAINT-GERMAIN AND ISTANBUL BASAKSEHIR PLAYERS WALK OFF FIELD AFTER ALLEGED RACISM BY OFFICIAL

The final Champions League Group H game between Paris Saint-Germain and Istanbul Basaksehir was suspended after a match official was accused of making a racist comment to the Turkish team’s assistant coach.

Players from both teams walked off the pitch with the score at 0-0 after fourth official Sebastian Coltescu, from Romania, was accused to have said “The Black one over there. Go and check who he is. The Black one over there, it's not possible to act like that” when Pierre Webo protested against a decision and was then sent off by the referee Ovidiu Hategan.

TV footage showed Basaksehir substitute Demba Ba repeatedly asked Hategan: “Why, when you mention a Black guy, do you have to say this Black guy?” while PSG defender Presnel Kimpembe said: “Is he serious? We are heading in. We're heading in. That's it, we're heading in.”

Basaksehir's president said the players would not go back onto the field as long as the fourth referee was still there and posted UEFA's "No to Racism" banner on Twitter, a post that was retweeted by PSG on their own official account.

Coltescu has defended himself from using the term “negru” when describing Webo, which those in the vicinity heard. “I'm not going to read any news sites these next few days. Anyone who knows me knows that I'm not racist! At least that's what I hope.”

The game was completed the following day, with PSG winning 5-1 to comfortably progress to the round of 16, where they will face Barcelona.

Learning: UEFA had to act quickly with such a high profile incident, particularly given their own anti-racism campaign and the emergence of Black Lives Matter demonstrations that have been front and centre of football since the summer.

Europe’s governing body appointed new officials and established a disciplinary inspector to investigate the incident, with Webo's red card rescinded so he was free to attend the match.

At the rescheduled match, players from both teams took a knee and wore 'No to racism' t-shirts and leading players like Kylian Mbappe praised the collaboration by both teams.

He said: “Of course, I am proud of what was done. We were not disappointed not to play. We made that decision. We were proud. 

“We are tired, we don't want to go through this again. A lot of things were said but, in fact, there's nothing better than actions.”

* Have you reviewed your crisis planning lately? if not, please get in touch!