Corporate Social Responsibility in

Professional Sport:
A Research Symposium

Cheri L. Bradish
Department of Sport Management
Brock University
Introduction:
An Overview of CSR in Sport

 few issues or topics more important that CSR

 business clearly must take a lead on improving
the world’s 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
An Overview of CSR in Sport:
Definitions 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
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:
Introduction:
An Overview of CSR in Sport
 Perceptions and Questions related to ‘CSR’ in Sport?
 Why?
 Good practice?
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