Final answer:
A company may continue sponsoring an athlete caught in a scandal if the athlete's positive image and popularity outweigh the negative impact. Factors such as the severity of the scandal, the athlete's ability to bounce back, and alignment with the company's values play a role in the decision.
Step-by-step explanation:
When deciding whether to continue sponsoring an athlete caught in a scandal, a company must weigh the potential benefits and risks. It may be worth continuing the sponsorship if the athlete's popularity and positive image outweigh the negative impact of the scandal. For example, if the athlete has a strong fan base and the scandal is not severe, the company may choose to stand by them. On the other hand, if the scandal is significant and damages the athlete's reputation beyond repair, it may be more beneficial for the company to discontinue the sponsorship.
One important factor to consider is whether the scandal aligns with the company's values and brand image. If the athlete's actions directly contradict the values the company stands for, it is unlikely that the sponsorship will continue. Additionally, if the scandal has a significant impact on the athlete's ability to perform and deliver results, continuing the sponsorship may not be worth it for the company.
Ultimately, the decision to continue sponsoring an athlete caught in a scandal depends on various factors including the severity of the scandal, the athlete's popularity, the impact on the company's brand image, and the athlete's ability to bounce back from the scandal.