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Study of Promoting corporate Social Responsibility Goals based on portfolio of Sports Sponsors

Document Type : Research Paper

Authors

1 Alzahra University,

2 tarbiat modares university

Abstract

This study aimed to explore corporate social responsibility goals based on the portfolio of sports sponsors and the support, which was done by using qualitative method and systematic review with grounded theory. In the 62 identified documents, we achieved 356 open codes, 59 concepts, and 11 categories. The results showed that to achieve the desired results based on the sponsor portfolio, including "achieve communication" and "transfer of different and required features", it is necessary to select criteria including "fit", "sponsors personality", "management", "sponsor portfolio size". Also, sponsors need to set goals in the selection process and select according to the relevant criteria. The promotion of social responsibility in sponsorship programs takes place in three stages: "planning", "implementation and development", and "evaluation". The results of social responsibility activities include "impact on the organization", "impact on the Sponsors image", and "effects on consumer behavior and attitudes". The right sponsor selection, the features of the sponsorship portfolio consideration, and the design and implementation of social responsibility programs are the factors that facilitate the effectiveness and achievement of sponsorship goals. The providing and strengthening a positive image of the sponsor to the consumer and increase the commercial value of the sponsor and sponsored company.

Keywords

References
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Walters, G., & Panton, M. (2014). Corporate social responsibility and social partnerships in professional football. Soccer & Society, 15(6), 828–846. 

Sport Management Studies
Volume 14, Issue 73 - Serial Number 73
July and August 2022
Pages 17-52
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History
  • Receive Date: 28 February 2021
  • Revise Date: 08 August 2021
  • Accept Date: 29 August 2021
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