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There has been a significant increase in research around Corporate Social Responsibility (CSR) in the sport management context and it has been argued that CSR outcomes have marketing implications. Despite this increase, there is a gap in identifying the influence that CSR initiatives have on marketing performance within a professional sport management context. Moreover, the South African sport industry is rapidly professionalising with a need for the application of business management practices to the unique sport industry. This study explored the relationship between CSR and the marketing performance of selected professional sport organisations across South Africa. Six organisations were selected, representative of the three major professional sport codes in the country, namely cricket, rugby and soccer. Following a qualitative research approach, key personnel at the organisations were purposefully selected for in-depth interviews. Thematic analysis was conducted and the following core themes emerged: marketing objectives; income/revenue growth; marketing share; and CSR initiatives. The study proposed a set of criteria to assess the influence of CSR on marketing performance, which included: tickets and sales; brand loyalty; brand perception; media coverage; and sponsorship. The study clarifies the relationship between CSR and marketing performance in the South African professional sport environment and presents policy and practice-based recommendations based on these findings.
Talent Moyo; Brendon Knott; Rodney Duffett. Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa. Sport in Society 2021, 1 -19.
AMA StyleTalent Moyo, Brendon Knott, Rodney Duffett. Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa. Sport in Society. 2021; ():1-19.
Chicago/Turabian StyleTalent Moyo; Brendon Knott; Rodney Duffett. 2021. "Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa." Sport in Society , no. : 1-19.
As the sporting industry has become more professionalised, there have been an increased number of studies focused on corporate social responsibility (CSR) engagement within this sector. However, with unique aspects of professional sport organisations and limited studies on this in developing market contexts, this paper reports on a study that aimed to investigate the impact of environmental factors and stakeholders that have an impact on sustainable CSR engagement in the South African professional sport industry. Following an interpretivist philosophy, this study adopted a qualitative research approach to collect the primary data. Key stakeholders were strategically selected from six South African professional sport organisations and ten in-depth interviews were conducted. This inquiry revealed that several internal and external environmental factors influence sustainable CSR engagement by professional sport organisations, namely, (1) internal objectives, funds, people and resources and (2) external uncontrollable factors, economy, and community awareness. The study also found that corporate partnerships, non-corporate partnerships and targeted communities were the main stakeholder types involved in CSR activities. The study, therefore, expands the understanding of CSR engagement within the professional sport industry in South Africa, also contributing to CSR practice and policy within this sector by proposing the engagement in more sustainable CSR initiatives.
Talent Moyo; Rodney Duffett; Brendon Knott. Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective. Sustainability 2020, 12, 4504 .
AMA StyleTalent Moyo, Rodney Duffett, Brendon Knott. Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective. Sustainability. 2020; 12 (11):4504.
Chicago/Turabian StyleTalent Moyo; Rodney Duffett; Brendon Knott. 2020. "Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective." Sustainability 12, no. 11: 4504.
Professional sport organisations, especially football clubs have been historically characterised by committed and loyal support from local communities an example of such a relationship can be traced to 1888, when the leading Scottish club Celtic FC implemented a unique governance system that included allowing their fans to have a say in the running of the organisation (Carr, Findlay, Hamil, Hill and Morrow, 2000); such an accommodation could be viewed as an early example of a corporate social responsibility initiative at a professional football club. It is therefore not surprising that many present day professional football clubs are increasingly integrating Corporate Social Responsibility (CSR) as part of their overall business and operational strategy in order to facilitate sustainable success in a competitive and often volatile environment. However, little if any research has been conducted in an African context regarding CSR programmes and professional sport organisations. In response to this shortcoming the aim of this research was to conduct a case study of community perceptions of the CSR programme at Ajax Cape Town Football Club who play in the Professional Soccer League (PSL). This study employed a mixed methods design in order to generate both quantitative and qualitative data for a nuanced and relevant data analysis. It should be noted that a number of established high profile European football clubs have recognised the importance CSR, for example Barcelona FC whose exemplary CSR structure has been beneficial to the club, as well as their immediate community (Hamil, Walters and Watson, 2010). Furthermore, it has been previously reported that research can facilitate a better understanding of how and if sport organisations can maximise their organisational performance from their CSR and furthermore also show the social and economic benefits of sport (Moyo and Davies, 2015).
Simeon E.H. Davies; Talent Moyo. Community perceptions of a CSR programme: A case study of a professional football club. Corporate Ownership and Control 2017, 14, 197 -203.
AMA StyleSimeon E.H. Davies, Talent Moyo. Community perceptions of a CSR programme: A case study of a professional football club. Corporate Ownership and Control. 2017; 14 (3):197-203.
Chicago/Turabian StyleSimeon E.H. Davies; Talent Moyo. 2017. "Community perceptions of a CSR programme: A case study of a professional football club." Corporate Ownership and Control 14, no. 3: 197-203.
This research investigated the relationship between Corporate Social Responsibility (CSR) and organisational performance at Ajax Cape Town FC a professional football club in the South African Premier Soccer League (PSL). The data collected suggested that Ajax Cape Town FC employed CSR initiatives and consequently enjoyed various benefits from these activities. The CSR activities facilitated access to the club’s target market, developed and improved mutually beneficial relations with the community and consequently Ajax Cape Town FC experienced increased trust, a positive brand image and stronger loyalty from their fans. The outcomes of this study provide an insight into a South African professional football club and demonstrate how CSR initiatives can be used to successfully improve organisational performance.
Talent Moyo; Simeon E.H. Davies; E. Joubert. Corporate social responsibility and organisational performance of a professional football club in South Africa. Corporate Ownership and Control 2015, 13, 605 -613.
AMA StyleTalent Moyo, Simeon E.H. Davies, E. Joubert. Corporate social responsibility and organisational performance of a professional football club in South Africa. Corporate Ownership and Control. 2015; 13 (1):605-613.
Chicago/Turabian StyleTalent Moyo; Simeon E.H. Davies; E. Joubert. 2015. "Corporate social responsibility and organisational performance of a professional football club in South Africa." Corporate Ownership and Control 13, no. 1: 605-613.