Corporate social responsibility in professional sport organisations: a developing country perspective. (27th January 2023)

• Record Type: Journal Article
• Authors: Moyo, Talent; Duffett, Rodney; Knott, Brendon
• Is Part Of: International journal of sport management and marketing. Volume 22:Number 5/6(2022)
• Page Start: 444
• Page End: 457
• Publication Date: 2023-01-27
• Subjects: professional sport organisations -- corporate social responsibility -- CSR -- CSR objectives -- CSR initiatives -- CSR benefits -- social CSR approach -- strategic CSR approach -- South Africa -- developing country; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• Languages: English
• ISSNs: 1475-8962

Abstract

Sport's distinctive social element serves as an excellent platform to facilitate corporate social responsibility (CSR) initiatives. This is particularly true in developing countries, where sport is increasingly recognised as a conduit to address social issues and development. Therefore, this study's main research objectives were to establish professional sport organisations' (PSOs) understanding of CSR, identify their CSR objectives, identify their engagement in CSR initiatives, and identify the benefits derived from CSR in a developing country context (South Africa). Data was collected via a qualitative approach, with in-depth interviews conducted among selected PSOs (n = 10). The results showed that PSOs engaged in and derived several benefits from their CSR initiatives, viz.: brand recognition, positive brand image, brand loyalty, increase in fans, commercial value, and sponsorship, and leveraging sponsorship. Additionally, some PSOs took more of a socially inclined approach in their CSR initiatives as opposed to a strategic approach.