Athlete–brand relationships in the era of “cancel culture”

Cancel culture, the practice of calling out individuals for a perceived moral wrongdoing and attempting to remove their power or prominence presents unique challenges for both athletes and brands in managing public images. When athletes face cancelations, affiliated brands are in a precarious position of having to pick a side, either with the athlete or with the angry public. While athlete scandals are not new, cancel culture is unique in that the moral infractions often exist in controversial gray areas. This chapter discusses what cancel culture is and what factors are driving this phenomenon. Additionally, consumer motivations for engaging in canceling are explored, and the potential consequences for athletes and brands are discussed. Guidance is given for how both athletes and brands partnered with canceled athletes should respond to cancelation attempts from the public.