Linking corporate social responsibility in sport with community development: an added source of community value

Abstract

This paper investigates the attributes of Corporate Social Responsibility (CSR) programmes in sport and their potential for sustainable community development. The gap between sport-related CSR and community development needs to be filled by shifting attention to the capacity building of communities. While the neoliberal foundations of CSR are recognized, it is essential to understand the ideological varieties driving CSR that can enable inclusiveness and collaboration in fostering community benefits of CSR programmes. The paper contributes to the literature on CSR in sport advancing the discourse, and sets the stage for a community-based framework for research: (1) related to sport as a tool for social change; (2) exploring the relationship of organizational motives, stakeholder engagement and CSR programme design/implementation; and (3) evaluating the perceived benefits of CSR programmes, and the extent to which these can help achieve sustainable community development.