Abstract
Previous studies revealing the effects of corporate social responsibility(CSR) in the sports management literatures has remained silent in understanding the core elements of creating shared value (CSV) both satisfying economic and societal values. The purpose of this study is to alleviate such research gap by assessing sport management case studies investigating CSV perspectives to provide useful references. We use qualitative methodology implementing inductive case study analysis collecting diverse sport organization and corporate documents related to sport CSV. Also, data related to sport CSR collected from various database were gathered to be categorized into sport CSV cases through contents analysis. Our results are in two folds. First, we find that firms engage in sports marketing events and management activities to seek for both economic benefits and societal values. This can be defined as assessing sports CSV strategy. Second, with an application of qualitative methodology, we provide 6 case studies of sport CSV activities. Specifically, these cases were tested to the theory of sport CSV which we find correspondence of firms seeking to achieve both economic and societal value. In conclusion, we suggest that cases representing successful implementation of sport CSV attracts firms to attain sustainable competitive advantage. Managers can actively participate in sport management events and marketing programs to accomplish sport CSV strategy.
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