Corporate Social Responsibility in Professional Sport: A Research Symposium

1
Corporate Social Responsibility in Professional
Sport A Research Symposium

• Cheri L. Bradish
• Department of Sport Management
• Brock University

2
Introduction An Overview of CSR in Sport

• few issues or topics more important that CSR
• business clearly must take a lead on improving
  the worlds greatest responsibilities (Annan, UN,
  2005)
• the compass of marketing and management has
  always swing in many directions but in the 21st
  century, the arrow is firmly fixed on CSR

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An Overview of CSR in SportDefinitions and
Interpretations

• the commitment to improve community well-being
  through discretionary business practices and
  contributions of corporate resources (Kotler
  Lee, 2005)
• the broad concept that business are more than
  just profit-seeking entities and, therefore, also
  have an obligation to benefit society (Werther
  Chandler, 2006)
• the continuing commitment by business to behave
  ethically and contribute to economic development
  while improving the quality of life of the
  workforce, their families and the local community
  and society at large (World Business Council for
  Sustainable Development, 2005)
• movement across many sport contexts

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Introduction The Umbrella of CSR

• Corporate Citizenship The obligation an
  organization has to be ethical, accountable and
  reactive to the needs of society. This
  definition suggests that socially responsible
  firms undertake a) eliminating negatives and b)
  doing positives.
• Corporate Reputation A complex mix of
  characteristics, such as ethos, identity and
  image, that go to make up a company's public
  personality. Corporate reputation hinges on
  investor confidence, unlike brand reputation
  which is contingent on customer confidence and
  reflected in sales.
• Cause-Related Marketing The support of a social
  cause that a firm generates through financial
  transactions with its customers. In most cases,
  firms donate a certain percentage of their income
  or profits to a specific nonprofit cause.
• Corporate Philanthropy
• Community Relations
• Sport for Development

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Introduction An Overview of CSR in Sport

• Perceptions and Questions related to CSR in
  Sport?
• Why?
• Good practice?

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Introduction CSR Trends and Education

• An overview of the academic literature
  (historical and environmental foundations),
  including journals, academic centres and teaching
  outlets related to CSR, and those specific to
  sport management