Abstract
In 2017, the NCAA convened the Commission on College Basketball after an FBI investigation found that apparel companies were bribing high school basketball players to attend certain universities. This event became a crisis eruption point for an organization confronted with a history of scandals and the concern that “big money” in collegiate athletics contributes to an environment conducive to cheating. The Commission was designed to make recommendations to help ensure the integrity and strengthen the institutional accountability within college basketball. This crisis featured two contextual factors: the institution of college basketball with its many stakeholder groups was threatened, and fans who receive emotional satisfaction through sports possibly willing to overlook a sports organization’s transgressions to continue experiencing the games that they enjoy. The NCAA forming the Commission on College Basketball and implementing new policies can be viewed as a corrective action crisis response with the aim of maintaining the institution of college basketball, and in doing so serves as an exercise in its own reputation management.
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