Sport Management Studies

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

  1. Aguinis, H., & Glavas, A. (2012). What We know and don't know about corporate social responsibility: A review and research agenda. Journal of Management, 38(4), 932–968.
  2. Amoako, G., Dartey-Baah, K., Dzogbenuku, R., & Junior, S. (2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management, 4, P65-79.
  3. Arab, S., Ebrahimzadeh Pezeshki, R., & Morovati Sharifabadi, A. (2015). Designing a meta-synthesis model of factors affecting divorce by systematic review of previous studies. Iranian Journal of Epidemiology, 10(4), 10–22.
  4. Athanasopoulou, P., & Sarli, E. (2015). The development of new sponsorship deals as new business-to-business services. Journal of Business & Industrial Marketing, 30(5), 552–561.
  5. Barbu, M., Bogdan, B., Diaconescu, D., Popescu, M., Păsărin, L., & Paula, A. (2021). The Role of social media on sponsorship activation. Studia Universitatis Babes-Bolyai Sociologia, 66, 111–126.
  6. Bason, T. (2015). Corporate social responsibility through sport: A longitudinal study of the FTSE100 companies. Sport, Business and Management: An International Journal, 5(3), 218–241.
  7. Boland, A., Cherry, M. G., & Dickson, R. (2017). Doing a systematic review: A student's guide (2nd ). London: SAGE Publications Ltd.
  8. Breitbarth, T., Walzel, S., Anagnostopoulos, C., & van Eekeren, F. (2015). Corporate social responsibility and governance in sport: "Oh, the things you can find, if you don't stay behind!" Corporate Governance International Journal of Business in Society, 15, 254–273.
  9. Buhler, A. W. (2006). Professional football sponsorship in the English Premier League and the German Bundesliga (https://pearl.plymouth.ac.uk). University of Plymouth. Available at: http://hdl.handle.net/10026.1/2004
  10. Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328–338.
  11. Chien, P. M., Cornwell, T., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64, P 142-149.
  12. Çoknaz, D., Sönmezoğlu, U., Eskicioğlu, Y., & Pehlivan, M. (2016). Corporate social responsibility and sports clubs: A case from Turkey. International Journal of Sport Management, Recreation & Tourism, 22, 26–43.
  13. Cornwell, T. B. (2008). State of art and science in sponsorship-linked marketing. Journal of Advertising, 37(3), 41–55.
  14. Cousens, L., Babiak, K., & Bradish, C. L. (2006). Beyond sponsorship: Re-framing corporate-sport relationships. Sport Management Review, 9(1), 1–23.
  15. Douvis, J., Sarli, E., Kriemadis, A., & Vrondou, O. (2015). An analysis of sponsorship deals in sport. International Journal of Sport Management, Recreation & Tourism, 17, 14–36.
  16. Dowling, M., Robinson, L., & Washington, M. (2013). Taking advantage of the London 2012 Olympic Games: Corporate social responsibility through sport partnerships. European Sport Management Quarterly, 13(3), 269–292.
  17. Faed, A. (2006). Strategic assessment of sport sponsorship as a marketing communication tool in electronic industries of Iran case studies of electronic companies (Unpublished master's thesis). Tarbiat Modares University Faculty of Engineering, Lulea University of Technology. Lulea University of Technology.
  18. Flöter, T., Benkenstein, M., & Uhrich, S. (2016). Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources. Sport Management Review, 19(2), 146–156.
  19. Greenhalgh, G. P. (2010). An examination of professional niche sport sponsorship: Sponsors' objectives and selection criteria. University of Louisville. Available at: https://ir.library.louisville.edu/etd/529
  20. Greenhalgh, G. P. (2013). Professional niche sports sponsorship: An investigation of sponsorship selection criteria. International Journal of Sports Marketing and Sponsorship, 14(2), 2–19.
  21. Ibrahim, H., & Almarshed, S. O. (2014). Sporting event as a corporate social responsibility strategy. Shaping the Future of Business and Society, 11, 3–14.
  22. Ivarsson, C., & Johansson, M. (2004). Sport sponsorship as a promotional tool (Unpublished bachelor's thesis). Luleå University of Technology.
  23. Johnston, M., & Paulsen, N. (2014). Rules of engagement: A discrete choice analysis of sponsorship decision making. Journal of Marketing Management, 30. P 634-663
  24. Kendrick, A., Fullerton, J. A., & Kim, Y. J. (2013). Social responsibility in advertising: a marketing communications student perspective. Journal of Marketing Education, 35(2), 141–154.
  25. Kim, I.-G., Kim, S., Lee, Y.-K., & Kim, J.-Y. (2016). Analysis of corporate social responsibility (CSR) activity types of Korean professional sports team: Application of co-orientation model. Indian Journal of Science and Technology, 9, P 1-11.
  26. Ko, J., Jang, H., & Kim, S. Y. (2021). The effect of corporate social responsibility recognition on organisational commitment in global freight forwarders. The Asian Journal of Shipping and Logistics, 37(2), 117–126.
  27. Kulczycki, W., Pfister, B., & Koenigstorfer, J. (2018). Adverse effects when partnering for corporate social responsibility in the context of FIFA World Cup sponsorship. Journal of Global Sport Management, 5;4, 367-386.
  28. Lee, S., & Ross, S. D. (2012). Sport sponsorship decision making in a global market: An approach of analytic hierarchy process (AHP). Sport, Business and Management: An International Journal, 2(2), 156–168.
  29. Mamo, Y., James, J. D., & Andrew, D. P. S. (2019). Consumer perceptions of sport sponsor's corporate social responsibility activities. Journal of Global Sport Management, 7:1, 135-157.
  30. Matlala, S. (2011). The management of sport sponsorship: A case study. Available at: https://repository.up.ac.za/bitstream/handle/2263/26513/dissertation.pdf
  31. Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of Marketing, 17(7), 5–73.
  32. Melovic, B., Rogic, S., Smolović, J., Dudic, B. A. Z., & Gregus, M. (2019). The impact of sport sponsorship perceptions and attitudes on purchasing decision of fans as consumers—Relevance for promotion of corporate social responsibility and sustainable practices. Sustainability, 11, 6389.
  33. Miragaia, D. A. M., Ferreira, J., & Ratten, V. (2017). Corporate social responsibility and social entrepreneurship: Drivers of sports sponsorship policy. International Journal of Sport Policy and Politics, 9(4), 613–623.
  34. Mojoodi, A., Darzian Azizi, A., & Ghasemi, P. (2014). An analysis the impact of corporate social responsibility on customer loyalty (Pasargad Bank in Ahwaz). Jounal of Marketing Management, 9(22), 99–116. (in Persian).
  35. Peris, G., Mut-Camacho, M., Franch, E., & Campos, C. (2019). In Integrated marketing communications, strategies, and tactical operations in sports organizations. Decision factors in the strategy of sports sponsorship in Spain (pp. 1-24). USA: ICI Global.
  36. Rashidlamir, A., Khabiri, M., Goodarzi, M., & Jalali, M.. (2017). Modeling of organizational internalfactors affecting attracting sponsors to wrestling in Iran. Sport Physiology & Management Investigations, 9(2), 85–99. (in Persian).
  37. Robertson, J., Eime, R., & Westerbeek, H. (2019). Community sports clubs: Are they only about playing sport, or do they have broader health promotion and social responsibilities? Annals of Leisure Research, 22(2), 215–232.
  38. Salo, H. (2011). Sports sponsorship as an international marketing communications tool – A multiple case study of Finnish companies. Aalto university. Available at: http://urn.fi/URN:NBN:fi:aalto-201201111203
  39. Scheinbaum, A. C., & Lacey, R. (2015). Event social responsibility: A note to improve outcomes for sponsors and events. Journal of Business Research, 68(9), 1982–1986.
  40. Scheinbaum, A. C., Lacey, R., & Drumwright, M. E. (2019). Social responsibility and event-sponsor portfolio fit: Positive outcomes for events and brand sponsors Eueopean Journal of Marketing. 53, 138–163.
  41. Sharifian, E., & Khalili, S. (2015). The comparison social responsibility components of sport companies' point view of physical education students. Journal of Sport Management and Motor Behavior, 11(22), 29–48. (in Persian)..
  42. Sung, M., & Lee W.-Y. (2016). What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event. International Journal of Sports Marketing and Sponsorship, 17(1), 56–77.
  43. Tsiotsou, R. H., Alexandris, K., & Bettina Cornwell, T. (2014). Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship. International Journal of Advertising, 33(2), 295–327.
  44. Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023–2029.
  45. Walker, M., Kaplanidou, K., Gibson, H., Thapa, B., Geldenhuys, S., & Coetzee, W. (2013). Win in Africa, with Africa: Social responsibility, event image, and destination benefits: The case of the 2010 FIFA World Cup in South Africa. Tourism Management, 34, 80–90.
  46. Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22(1), 5–40.
  47. Walters, G. (2009). Corporate social responsibility through sport: The community sports trust model as a CSR delivery agency. Journal of Corporate Citizenship, 35, P 81-94.

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

  • Receive Date 28 February 2021
  • Revise Date 08 August 2021
  • Accept Date 29 August 2021

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us