Corporate Social Responsibility, Governance, and Sport Marketing: An International Review

Abstract

The present cross-sectional literature review highlights converging elements and findings regarding the umbrella concept of CSR in governance at professional sport and sport organizations. It also spots on issues concerning various critical marketing aspects, necessary for the viability and sustainability of sport organizations in a global but fragmented market. CSR strives to include the needs and objectives of the societal context in which sport organizations operate in the sport sector. Because a mutual relationship between the sport industry and society exists, sport organizations are obligated to give back to their communities. On the other hand, sport branding initiatives and sponsorship partnerships need CSR guidance to increase brand capitalization levels. Managerial and sport scandals disrupt the operational integrity of sport organizations and professional sport. This undermines their license to operate in the broader societal context and creates controversies and ethical dilemmas for sport fans and consumers. Corporate Governance and CSR are two related and interwoven business concepts deeply embedded in business practices in sport. They both focus on ethical business practices and organizational responsiveness against its stakeholders and the environment. Corporate Governance and CSR can result in a better image of an organization that directly affects the organization’s performance.