An Overview of Corporate Social Responsibility and the Use of CSR Initiatives in Sport Industry in the United States

Abstract

The concept of CSR has been widely discussed since 19^th century and it has been recognized as one of the most effective marketing and management strategies for business organizations. Despite the popularity of CSR, there has been a controversial issue as to defining the concept of CSR. In particular, the concept of CSR in sport industry in the United States has been recognized as an “ambitious” but “ambiguous” concept. This study aims to review the history of CSR and how it has been used in the sport industry in the United States. Specifically, this study focuses on reviewing historical background of CSR and the issue of defining CSR, and how strategically the concept of CSR has been utilized to attract sport fans in professional sport teams and leagues in the United States. This study provides sport marketers with practical implications regarding CSR marketing strategies based on specific examples of CSR initiatives used in the field of sport in the United States.

Keywords: corporate social responsibility; CSR initiatives; sport industry; professional sport

DOI: 10.7176/JMCR/92-02

Publication date: January 31^st 2024