1. {
Donald Sterling
Controversy
Jace Pardon
SPM5907
Case Study-Public Relations

2.  I fell in love with the Clippers when I went to a
game in the 1st grade.
 I am interested in pursuing a career in the sport
industry field of public relations.
Why I Chose the Case

3. Who is Donald
Sterling?

4. The Case: Sterling vs. NBA
 Donald Sterling was recorded
by his mistress saying racist
comments after a dispute over
her posting a photo with
Magic Johnson on Instagram.
 Stiviano gave the recordings
to TMZ.com.
 Fans and citizens alike were
outraged, and the story
received extensive media
coverage.

5. The Recording

6. “...As the commissioner of our league,
they have to make a stand. They have
to be very aggressive with it.“- Magic
Johnson (abcnews.com)
Public Reaction
“…When ignorant folks want to advertise their ignorance, you
don't really have to do anything. You just let them talk... I
suspect that the NBA is going to be deeply concerned in
resolving this.” – President Obama (abcnews.com)

7.  NBA Commissioner Adam
Silver, fined Sterling $2.5
million, banned him from
owning or managing the LA
Clippers and banned him
from attending any NBA
games.
 The harsh punishment was
bestowed on Sterling to
show fans that the NBA
does not tolerate racism.
 The NBA should be
commended for actions.
NBA’s Response

8.  Clippers turned warm-up jerseys inside out to
show boycott of Sterling during game
following scandal.
Clippers’ Response

9.  Sterling had a position of power and
represented the NBA.
 His actions were highly impactful whether
negative or positive.
 The comments blemished the NBA, despite it
being a highly respectable sports organization.
 The issue of racism is still unfortunately
relevant in today’s society.
 Public Relations: controversy and scandal are
common place in the sport industry,
maintaining a positive brand image for the
consumer is essential.
Why is the event a
relevant issue in the Sport
Industry?

10. How many years did Donald Sterling own the
Clippers?
A. 22
B. 3
C. 18
D. 33
Quick Quiz

11. What field am I interested in working in within
the Sport Industry?
A. Public Relations
B. Facility Management
C. Janitorial Management
Quick Quiz #2

12. {Thank you for your
attention!

13.  2014, May. Donald Sterling vs. National Basketball Association.
Retrieved from http://documents.latimes.com/donald-sterling-
vs-national-basketball-association.
 Biography. Com, Editors. 2014. Donald Sterling Biography.
Retrieved from http://www.biography.com.
 Curry, Colleen. 2014, Apr 28. Breaking Down the Donald Sterling
Scandal: The Audio, The Lawsuits, The Reactions. Retrieved from
http://abcnews.com.
 Fenno. Nathan. 2015, Apr 7. NBA Moves to dismiss Donald
Sterling’s lawsuit against league. Retrieved from
http://www.latimes.com.
 TMZ Staff. 2014, Jun 26. Donald Sterling’s Racist Comments.
Retrieved from http://tmz.com.
References