Corporate social responsibility in sport: critical issues and future possibilities

Abstract

Purpose – This paper aims to advance a critical analysis of corporate social responsibility (CSR) within sport. First, the author locates CSR within the wider field of sport-related social activities. Second, the author identifies key issues that confront CSR in sport. Third, while referring to papers elsewhere in this issue of the journal, the author sets out future possibilities for the pursuit of CSR within sport with regards to its technical, dialogical and critical dimensions. Design/methodology/approach – The approach taken here is a critical one, advocating CSR work and research which identifies strengths and limitations in, and explores future arrangements for, the CSR sector. Findings – The paper finds that the CSR sector in sport should pursue a dialogical and critical practice within and through its work. Originality/value – The originality and value of the paper lie in how the paper advances critical understanding of CSR in sport.