Welcome to episode 03 of The Reputation Room, where PHA’s award-winning reputation and crisis experts lift the lid on the stories, strategies and scandals shaping global communications. Robin Brant is joined by reputation experts Tim Jotischky and Harry Cox to discuss a question facing brands, sponsors and communications advisers with increasing frequency: when does reputational risk become a commercial risk that outweighs the opportunity?
Using recent controversies surrounding Kanye West, sponsorship debates ahead of the 2026 FIFA World Cup and wider questions about client representation, the team explores how organisations make difficult decisions when trust, values and business interests collide.
The cost of standing by controversy
The conversation begins with Kanye West and the brands that chose to distance themselves from him following a series of antisemitic remarks and public controversies.
For organisations, these decisions are rarely about the individual alone. They are about risk.
While celebrity partnerships can generate significant attention, they can also create significant exposure when public behaviour conflicts with corporate values. As Tim points out, for many global brands, the commercial benefits of maintaining a controversial relationship are often outweighed by the potential damage to reputation, customer trust and stakeholder confidence.
The discussion raises a broader question: how much reputational risk are companies prepared to absorb before they decide the relationship is no longer worth it?
Is an apology enough?
The episode also explores whether public figures can recover from a major reputational crisis.
Using Kanye West as an example, Robin, Tim and Harry discuss the role of apology, accountability and public forgiveness. While audiences may be willing to accept that personal circumstances or mental health struggles have contributed to someone’s actions, genuine reputation recovery depends on more than a single statement of contrition.
Trust, the panel argues, is rebuilt through behaviour rather than words.
For businesses, public figures and political leaders alike, the challenge is the same: proving that change is genuine rather than simply responding to the pressure of negative headlines.
Why the World Cup changes the equation
The discussion then looks ahead to the 2026 FIFA World Cup and whether brands ever reconsider sponsorship opportunities because of wider political or geopolitical concerns.
The panel’s view is that some events are simply too significant for many organisations to ignore.
Unlike individual endorsements or smaller-scale partnerships, the World Cup offers brands access to a truly global audience. While reputational considerations still exist, the scale of the opportunity often changes the calculation.
The conversation provides a fascinating insight into how organisations assess the balance between principle, public perception and commercial reality when making sponsorship decisions.
Not every client is the right client
The episode concludes with a behind-the-scenes look at reputation management itself.
Robin asks Tim and Harry how they decide whether somebody is a person they would be willing to represent, and the answer is not purely commercial.
While due diligence forms an important part of the process, there is also an ethical judgement involved. Agencies are not obliged to take every client, and reputation advisers must often consider whether an individual has shown accountability, sincerity and a genuine desire to rebuild trust.
As the discussion highlights, reputation management is not simply about defending people. It is about helping organisations and individuals navigate the consequences of their actions.
The Reputation Room verdict
Whether discussing Kanye West, World Cup sponsors or prospective clients, the same principle emerges throughout the episode: reputation is ultimately built on trust.
For brands, public figures and advisers alike, the challenge is knowing when the commercial opportunity in front of them is outweighed by the reputational risk that comes with it.
Need support navigating a reputational challenge? Speak with our team of crisis and reputation specialists and get in touch at hello@thephagroup.com.