Corporate Social Responsibility in Sports Organizations

Valeri, Massimo

doi:10.1007/978-3-319-97649-5_5

Cited by 4 publications

(3 citation statements)

References 25 publications

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“…Socially responsible marketing in the field of sports today already appears as a powerful tool used to create a fan base, which is necessary for a company to achieve its business goals [21]. In recent years, global sports companies have been actively involved in the practice of social responsibility of business and have implemented a significant number of programs that are beneficial to consumers, society and the environment.…”

Section: Resultsmentioning

confidence: 99%

Strategies of Socially Responsible Marketing of Companies in the Sphere of Sports

Mainka¹,

Melnichenko²,

Tsybrovskyi³

et al. 2023

ФКДПТП

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The main goal of the research is to study and evaluate modern socially responsible marketing strategies of global sports brands for the development of proposals for the domestic sports business. The article examines the role and significance of the social responsibility of business in modern marketing strategies of companies. The essence of socially responsible marketing and types of marketing strategies have been studied. The key marketing strategies that are relevant under modern market conditions are distinguished. It was determined that charity, sponsorship, and active participation in environmental protection programs are the most popular forms of social responsibility of sports companies. The largest and most popular sports companies were chosen on the basis of the rating evaluation results of the world's sports brands. According to the official websites of the world's leading sports companies, the content of strategic marketing initiatives that take place in their management practice was analyzed. It was found that all global sports brands have a high level of activity in the field of social responsibility of business. Among the most popular marketing strategies, these companies use the production of goods from ecological raw materials, the strategy of transformational cyclicality and energy efficiency, the promotion of a healthy lifestyle among potential and contact audiences, the involvement of consumers in programs for the preservation and restoration of natural resources, the observance of human rights, the strategy of inclusiveness and equality for all categories of consumers. Studies of the Ukrainian market of sports brands have shown that many new companies have appeared in the country in recent years, however, their level of social business responsibility remains low compared to global sports brands. In order to create favourable conditions for the success of Ukrainian sports companies on the basis of the best global practice, strategic areas of socially responsible marketing were proposed. The main elements of marketing strategies were identified as key elements of the implementation of these strategic initiatives, including reputational capital and branding, active promotion technologies based on digital potential, socially significant long-term values, unity of business interests and the interests of society.

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Section: Resultsmentioning

confidence: 99%

Strategies of Socially Responsible Marketing of Companies in the Sphere of Sports

Mainka¹,

Melnichenko²,

Tsybrovskyi³

et al. 2023

ФКДПТП

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“…In this sense, several studies have underlined the relevance of professional football clubs incorporating SR as an integral part of their business processes and management systems and proactively developing their activities in this area, as it is often done in business organizations in other industries (Babiak and Kihl, 2018; Hildebrandt, 2019). The increase in the commercialization of the football business, the great media coverage and the intensification of the demands of the interested parties have influenced the behaviour of many sports entities (Valeri, 2019).…”

Section: Business Sustainability: the Progressive Complexity Of A Mul...mentioning

confidence: 99%

The financial impact of the financial fair play policy on Spanish football

Villarino

Gómez

2021

SBM

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PurposeThis study aims to explore how responsible corporate behaviour, specifically self-imposed financial regulatory control, might subsequently be reflected in the financial performance of companies subject to such regulation.Design/methodology/approachIn this study, the authors aim to explore how financial compliance in the form of the Economic Control Regulation (ECR) has impacted on the financial performance of professional football clubs in Spain. To this purpose, the authors adopted a quasi-experimental before and after study design. This type of design assesses the object of study before and after a specific event in order to determine whether this event has had any effects on the object. In this case, the event was the coming into effect of the ECR in the fiscal year of 2012, and the object hypothetically affected was the clubs’ economic performance.FindingsThe authors can confirm that in general terms and for the whole set of clubs analysed, the ECR has had a strong and positive effect on financial performance.Research limitations/implicationsIn this study, the authors wish to establish a link between the idea of “compliance” and that of “responsible corporate management practice”. It is not just a matter of compliance with the law. The fact of complying with certain laws could, in general terms, or from the point of view of common sense, be qualified as “responsible behaviour”. However, under the contemporary concept of corporate responsibility, compliance with the law is a behaviour that must be taken for granted. Responsibility, therefore, would entail going beyond such expected behaviour to one that exceeds the environment's expectation of the corporate actor.Practical implicationsWhat extent improvements in financial performance have also boosted social performance. Confirming such a positive effect endorses the argument that ethical improvements in corporate culture have a general effect on business sustainability in its different aspects: economic, social, environmental and in governance.Social implicationsThe authors may foresee that the culture of compliance will spread from the finance departments to other management areas. Its connection with ethical business practice is directly linked to the more complex concept of the “citizen company”. There are suggest interesting bases on which professional football clubs might move from a traditional profit-oriented company model towards a more contemporary one oriented towards relationships of integrity with the sport's environment. This study shows that the ECR has been a starting point for the development of Spanish professional football clubs towards this type of “citizen company”.Originality/valueIt was a single-sector study whose principal value lies in the verification of whether responsible economic management (the main consequence of applying the ECR) had any effects on company profits, financial results and other important indicators. In addition to fostering responsibility, this new management model involves a special innovation, as it is based on self-regulation (i.e. on regulations not imposed by national or supranational states), designed and implemented to ensure the sector's viability.

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“…FIFA) is involved in negative events (e.g. corruption) (Crompton, 2015; Valeri, 2019) and thus viewed unreliable, negative meaning transfer between sport entity attitudes and cause partner attitudes in the CBA network may occur. In fact, previous meaning transfer literature shows that negative associations are more likely to transfer than positive associations and may occur to both congruent and incongruent brands (Campbell and Warren, 2012; Halonen-Knight and Hurmerinta, 2010).…”

Section: Limitation and Future Researchmentioning

confidence: 99%

Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes

Joo

Koo

Nichols

2020

IJSMS

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PurposeThis study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.Design/methodology/approachAbout 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.FindingsResults suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.Originality/valueThis study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.

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Corporate Social Responsibility in Sports Organizations

Cited by 4 publications

References 25 publications

Strategies of Socially Responsible Marketing of Companies in the Sphere of Sports

Strategies of Socially Responsible Marketing of Companies in the Sphere of Sports

The financial impact of the financial fair play policy on Spanish football

Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes

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