The Perceived Corporate Social Responsibility of Major Sport Organizations by the German Public: An Empirical Analysis During the COVID-19 Pandemic

Abstract

Sport governing bodies have played a special role in society during the first wave of the COVID-19 pandemic. Following stakeholder theory and consumption capital theory, this study investigated the actions of the German Bundesliga (DFL), Union of European Football Associations (UEFA), and the International Olympic Committee (IOC) during this phase as perceived by the German population and through the lens of corporate social responsibility (CSR). Based on a representative sample of the German resident population (N = 1,000), the study examined the individual characteristics that influenced the perceived CSR of these organizations and what population clusters emerged from this perception. The survey applied a CSR scale that was previously validated in a professional team sports context. The results confirmed the equally strong applicability of the scale to the sport governing context. Cluster analysis yielded three distinctive clusters, namely, “supporters,” “neutral observers,” and “critics.” Regression analyses and the cluster analysis identified those with frequent consumption and high involvement in sport as rating the actions of the three sport organizations more positively. They are also more strongly represented in the “supporters” cluster. In contrast, those threatened the most by the virus are overrepresented in the “critics” cluster.

Function of Perceived Corporate Social Responsibility in Safety of Sports Activities and Home Aerobic Equipment in the Late Period of COVID-19

“…Rather, qualitative approach is suitable and viable to record the viewpoints of them. The variability and size of population suggests that huge number of participants may be evaluated through quantitative approach, and it is useful (Thormann and Wicker, 2021 ). The stakeholder theory established by (Freeman, 1984 ) is used in several CSR conceptualizations.…”

“…Such broader obligations encompass a broad range of topics, and they are typically summed up as social and environmental ones. The notion of social refers to community as a whole instead of only social policy matters (Thormann and Wicker, 2021 ).…”

“…On one hand, organizations require income from their primary business of sporting events and contests. On the other hand, they also have a financial obligation toward their suppliers and partners (Thormann and Wicker, 2021 ). The social role of these sports organizations argues that they should act in a socially responsible way.…”

“…The phrase is defined in policy statements as an essential component of social life that brings people from many cultural origins together. It expresses societal fundamental elements, and promotes public discussion and inclusiveness (Thormann and Wicker, 2021 ). Corporate social responsibility (CSR) is commonly used to investigate societal responsibilities.…”

“…The pandemic provides a unique opportunity for sport organizations to practice CSR. CSR initiatives may focus on demonstrating overall obligation more than an organization's financial liabilities (Thormann and Wicker, 2021 ). Keeping in view the significance of perceived CSR in sports, this research tries to find out the role of CSR in sports safety systems during late times of COVID-19 which was not studied ever before.…”