Recovering From the Houston Astros’ Sign-Stealing Scandal: A Case Study on Protecting a Professional Sport Organization’s Reputation Through Crisis Communication

Abstract

In early 2020, the Commissioner of Major League Baseball, Rob Manfred, announced the Houston Astros sign-stealing scandal after months of investigation. It was one of the biggest scandals in baseball since the steroid era. After the fallout of this scandal, Major League Baseball’s reputation has suffered as stakeholders have increasingly lost faith in the organization’s ability to function ethically. This case study focuses on Manfred’s newly appointed Chief Communications Officer, Bhavna Krishnamurthy, who is tasked with repairing the organization’s reputation. The case presents a real-life incident as a backdrop to discuss crisis communication, particularly from a North American professional sport organization perspective.