Politicising Commercial Crisis in Sports Events: A Case Study on Messi's No‐Show in a Soccer Exhibition Match in Hong Kong

This study explores the intricate process of crisis politicisation through the lens of Messi's no‐show incident during a soccer exhibition match in Hong Kong in early 2024. Defined as threats to fundamental norms, crises pose significant challenges that require adept handling by various actors. Utilising a mixed‐method approach, we analysed public sentiment surrounding Messi's absence through data mining on Weibo, China's leading microblogging platform. Our findings reveal a three‐stage evolution of the crisis: an initial phase of public anticipation, a subsequent surge of dissatisfaction following the no‐show, and a final escalation to international significance as public discourse implicated the cancellation of the national teams' soccer match by Chinese authorities. The study illustrates how a commercial dispute transformed into a political crisis, emphasising the role of public sentiment in shaping crisis narratives. This research contributes to the literature on crisis management by demonstrating the transition of crises from private to public spheres, underscoring the importance of integrating private‐to‐public sector approaches in crisis governance. The findings highlight the dynamic nature of crisis evolution and the implications for crisis management strategies in politically charged environments.