Crisis and Reputation Management for Tennis Champion Boris Becker
Challenge:
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Because of ECA’s expertise in crisis management, the firm was hired by global law firm, Baker & McKenzie to represent tennis great Boris Becker with the media during a time of legal turmoil in his personal life. ECA’s goal was to combat rumors concerning his reputation and to maintain his image as an internationally recognized tennis champion.
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German tennis player, Boris Becker, is a six-time Grand Slam singles champion, an Olympic gold medalist, and the youngest-ever winner of the men's singles title at Wimbledon at the age of 17. He is known all around the world as a tennis star, but in his home country of Germany, he is a revered celebrity.
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In 2000, Boris Becker sought a separation from his wife of seven years. A week later, his wife flew to Miami, Florida with their two sons and filed a petition in Miami-Dade County Family Court, sidestepping their prenuptial agreement, which had entitled her to a single $2.5 million payoff. The January 2001 pretrial hearing was broadcast live to Germany. Boris Becker was granted a divorce on January 15, 2001. His wife received a $14.4 million settlement, their condo on exclusive Fisher Island and custody of their children.
Approach:
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While Mrs. Becker’s attorney was holding daily press conferences at the courthouse footsteps to incite the media with rumors and sensational accusations, ECA declined to participate in such negative media campaigning. Instead, the firm individually contacted reporters covering the story to give them exact details and facts about the case in a professional and efficient manner.
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Because he is considered a national icon, German press, as well as local media, covered every second of this trial. ECA responded to this media frenzy by implementing a 24-hour rumor control hotline to give the German press access to the latest details about the trial despite the time difference. The firm also provided photos and information as to when and where the next announcements would be made.
Results:
- In the end, the trial was settled out of court. ECA successfully represented Boris Becker to the media and was able to provide a positive image during his highly publicized divorce trial. Despite the negative and heated media reaction provoked by Mrs. Becker’s attorney, Boris Becker was able to clear his name and retain his image as an international tennis champion.
