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PART 1: FRONT OFFICE SECTION 1: STRATEGIC COMMUNICATION 1. "There’s No Media Plan for the First Gay Player in the NFL": A Case Study of the Saint Louis Rams Drafting Michael Sam Karen L. Hartman 2. Civic Recovery in the Aftermath of a Hockey Crisis: Analyzing a Strategic Communication Response to the Vancouver Stanley Cup Riot Derek Moscato 3. Patching a Crisis with CSR: How the NFL Fumbled its Handling of Domestic Violence Chelsea L. Woods Ashli Q. Stokes 4. Explaining Sports Fans’ Recognition of Sponsors using the Elaboration Likelihood Model Jim Pokrywczynski 5. Coming Home: The Los Angeles Rams Connect to Past to Build Future Jean Kelso Sandlin SECTION II: CORPORATE AND ORGANIZATIONAL IDENTITY 6. Should the Team Hire the Controversial, but Successful Head Coach? A Case Study of John Calipari and the Ability to Contribute to Winning John A. Fortunato 7. To Create Our Own Legacy: Penn State Football Players’ Rhetorical Response to the NCAA Sanctions During the Sandusky Scandal Rebecca A. Alt 8. Life After Signing: The Recruiting Process as a Resource of College Football Players’ Socialization Gregory A. Cranmer, Richard Yeargin, & John S. W. Spinda 9. Broadcast Yourself and Multiply Your Revenue: Benfica TV Case Study Fernando Borges PART II: CLUBHOUSE SECTION III: IMAGE REPAIR AND REDEMPTION 10. Roping Off the Ring: How a Series of Employee Deaths Coerced the WWE into an Enforced Wellness Policy through the Contingency Theory of Accommodation Jack V. Karlis 11. Does the NFL Still Own Sundays? The Rebranding of the NFL Following the Domestic Abuse Crisis Kelsey R. Rentner & Terry L. Rentner 12. Drafting Like a King: Daily Fantasy Sports Websites in Crisis Cory Hillman 13. What Did Ryan Lochte Do? Bouncing Back From an International Crisis Nicola Corbin & Anne Bialowas SECTION IV: GENDER, RACE, AND IDENTITY 14. Challenging a Boy’s Club: Reputation Management and the Case of Women’s Pay Inequity in Professional Sport Terry L. Rentner & David P. Burns 15. A Failure to Defend Against Cyberbullying: Examining the Organization’s Competency in Standing up for its Members Anne Bialowas & Nicola Corbin 16. Topsy-Turvy Times: The Impact of Political and Social Issues on Super Bowl LI Ads Lori Liggett & Terry L. Rentner 17. Gender Stereotypes in College Mascot Dyads Esen Koc PART III: PRESS BOX SECTION V: SOCIAL MEDIA 18. A Grand Slam: Major League Baseball’s Social Media Evolution Through the Expectancy Violation Theory Lens Alisa Agozzino & Brian Hofman 19. Witness? Perceptions of Lebron James’ Civic Responsibility Amy Crawford 20. "I Was Very Intoxicated": An Examination of the Image-Repair Discourse of Ryan Lochte Following the 2016 Olympics Kevin Hull & Kelli Boling 21. Swimming Against the Tide: Lessons in Public Image Management from Competitive Swimmers Erin E. Gilles & Mary Beth Reese SECTION VI: SOCIAL JUSTICE AND ETHICS 22. Taking a Knee or Not Taking a Stand: A lesson in Contingency Theory of Accommodation, the National Football League and Social Justice Jack V. Karlis 23. The Offensive Line: Journalists Use of Words Considered Disparaging David. P. Burns & James A. Rada 24. Paradigm Repair and the Hero Myth in Sports Journalism: An Analysis of Lance Armstrong Coverage Sada Reed 25. ‘"Don’t Say’": The Use of Identity Communication in Sport to Advance Positive Social Change Kara Laskowski, Ashley Grimm, & Carrie Michaels 26. The Bathroom Bill and the Basketball Game: The Role of College Sports in Political Arbitration Ryan Rogers