Just like every action has a reaction, every value shapes behavior. Including the dark side of human behavior, there are 2 major perspectives to consider in understanding what drives us to act: 1) the basic civilian (subject to desires) and 2) the diehard fan (subject to the business of branding).
In times of crisis, a very large portion of us turn to sport as a distraction. So…what happens now when that diversion is removed? Sport quite literally defines the life of athletes…so how can crisis management tips help them sustain their brand image? The opportunity is present for fans alike to look into themselves to evaluate their source(s) of happiness.