Adidas and Kanye West: What to do when your sponsorship backfires

When the team, event, or in this case, the individual you have chosen to sponsor is caught up in a PR crisis, is it best to cut and run, stick by your partner, or say nothing at all?

This was the question facing Adidas after Kanye West’s or Ye’s recent antisemitic comments. In these most difficult and delicate circumstances, how should sponsors respond?