The way that companies and professional sports organizations approach social responsibility has changed. Instead of making shallow statements about their efforts, they have shifted their focus to be more proactive.
This raises the question, what is corporate social responsibility, and what does it have to do with sports?
CSR And Sports
All professional sports organizations and leagues worldwide must consciously listen to their fans and engage in meaningful conversations about social responsibility. Doing so will allow them to build stronger relationships with their communities and improve their performance.
Sports and community partnerships need four components to be successful. These include connection, awareness, action, and change. The rise of social media has highlighted the importance of connecting with audiences and developing effective digital strategies.
Corporate Social Responsibility
Archie Carroll created the pyramid of corporate social responsibility in his 1974 book. In this concept, a company’s legal and economic responsibilities are taken into account, and the organization then focuses on philanthropic and ethical goals.
The concept of corporate social responsibility has become clear as organizations recognize their responsibility to the communities they serve and the jobs they create. The emergence of this concept has coincided with the neoliberal shift in western countries, which has reduced the state’s role in providing welfare and public services. As a result, governments have started to encourage private sector involvement in social enterprise and CSR.
The Evolution
Over time, the concept of corporate social responsibility has evolved into a more prominent part of professional sports. The Jimmy Fund, which the Boston Red Sox established in the 1950s, became a vital part of the community. The importance of this work continued to grow, and in 1970, the NFL established a league-wide foundation with the United Way.
During the 1980s, the National Hockey League’s (NHL) teams established team foundations. In 2005, the NBA Cares program became the first major sports league to launch a comprehensive CSR program that was widely marketed. Due to the increasing number of executives who recognize the importance of CSR in their organizations, professional sports leadership has started to pay attention to this issue.