Community-oriented practice: Examining corporate social responsibility and development activities in professional sport |
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| Institution: | 1. Deakin University, Australia;2. Swinburne University of Technology, Australia;1. Department of Communication & Theatre Arts, BAL 3013, Old Dominion University, Norfolk, Virginia, 23529, USA;2. Department of Sport and Entertainment Management, Carolina Coliseum 2026B, University of South Carolina, Columbia, South Carolina, 29201, USA;3. Department of Philosophy & Religious Studies, BAL 9016, Old Dominion University, Norfolk, Virginia, 23529, USA;4. Department of Human Movement Sciences, 2018 Student Recreation Center, Old Dominion University, Norfolk, Virginia, 23529, USA;5. Department of Health & Sport Sciences, Room 104J – SAC E, University of Louisville, Louisville, Kentucky, USA;1. Sport Management Program in the Deakin Business School at Deakin University, 221 Burwood Highway, Melbourne 3125, Australia;2. School of Management at the University of South Australia, Mawson Lakes, South Australia 5095, Australia;3. School of Sport and Recreation, AUT University, Auckland, New Zealand;1. University of North Texas, 1155 Union Circle #310769, Denton, TX 76203-5017, United States;2. Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada;1. Northumbria University, United Kingdom;2. Hong Kong Baptist University, Hong Kong;3. University of Birmingham, United Kingdom;4. La Trobe University, Australia;5. Vrije Universiteit Brussel, Belgium;6. Manchester Metropolitan University, United Kingdom |
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| Abstract: | Professional sport teams are increasingly engaging in activities that target community development agendas. Previous researchers have examined why teams engage in such activities and the value they derive from a corporate social responsibility (CSR) perspective; however, an understanding of the nature and focus of such activities is only beginning to emerge and further research attention is necessary. To address this gap, the authors draw on both CSR and sport-for-development (SFD) literature to examine community activities undertaken by professional sport teams. An exploratory case study methodology was employed, using a multi-case design to examine the activities of 70 professional sport teams across the commercially dominant league in each of three regions (Australia, the UK, and the US). A total of 1243 initiatives were recorded and analysed to build a profile of the nature and focus of the community activities undertaken. These were classified into 14 specific categories and analysis identified three core groups of activities: giving, activating and capacity building. Teams primarily targeted health and education agendas; however, differences were observed across regions. Teams in the US engaged more heavily in giving activities, whereas teams in the UK more commonly engaged in capacity-building activities. Variations were also observed with respect to target agenda, demonstrating differences within practices across regions. The authors propose community-oriented practices as a concept to describe the community-focused activities undertaken by professional sport teams at the intersection of CSR and SFD, and a working definition of this concept is offered. |
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| Keywords: | Corporate social responsibility (CSR) Sport-for-development (SFD) Professional sport teams Sport Community |
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