In January 2010, PepsiCo had signed a 3-year sponsorship deal with Pakistan’s cricket team. Cricket in Pakistan is almost like a religion; nobody watches anything else when cricket is on. A few months later, several Pakistani cricket players were being investigated by Scotland Yard for match-fixing following a test match in London. Ultimately, in November 2011, four players of the team were found guilty by a London court and given prison sentences ranging from 6 to 32 months. What options does PepsiCo have to cope with this scandal? How should it react? What factors should it consider in deciding its response?
Textbook: Global Marketing Management 7th edition Kotabe Helsen