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1 Cont. L. @ Sports 1 (2022-2023)

handle is hein.journals/ctrtlwso1 and id is 1 raw text is: Winter 2022 Vol. 1, Issue 1 By Sungho Cho, JD, Ph.D. S ponsors expect that athlete spokespersons would increase their brand equity (Gwinner, 1997). Al- though merits of celebrity endorsement have been well documented, studies also highlighted negative outcomes from the practice when spokespersons are involved with controversial behavior (Mudrick et al, 2019; Sanderson et al, 2016; Schmidt et al, 2018; Smith, 2019; Watanabe et al, 2017). Since the value of athlete endorsement predicates on the wholesome public images of the spokespersons, sponsors would terminate the contracts in case of scan- dals. While such severance under the morals clauses Court Denies Summary Judgment Motions in Case Involving High School Coach Who Sued for Nonrenewal of Contract federal judge from the Eastern District of Arkansas has denied the summaryjudgment motions of a coach as well as the school district and the individual defendants he sued, finding too many material facts remained to be determined before he could grant summary judgment for either side. The Vilonia School District (District) hired plaintiff Alvin Riley as a teacher and girls basketball coach in 2001. In 2012, Riley received a negative evaluation and was re- quired to attend anger management counseling because of his behavior during a game. Six years later, Riley was reprimanded for asking injured students to participate in practice. Riley was cited for insubordination and lack of professional responsibility in his 2019 evaluation. A year has been upheld by court (Nader v. ABC, 2005), a criti- cal question remains, i.e., whether controversies around athlete spokespersons would be detrimental to sponsors regardless of different characters of scandals (Abeza et al, 2020). This project examines how athlete spokespersons' controversial acts would affect the shareholder wealth of