Corporate social responsibility in professional sport organisations: a developing country perspective

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.