Sport CSR as a hidden marketing strategy? A study of Djarum, an Indonesian tobacco company

Abstract

This paper focuses on Djarum, an Indonesian tobacco company, which actively engages in sport corporate social responsibility (SCSR) programs by giving badminton scholarships to children. The aim of this study is to examine what identity Djarum builds via SCSR initiatives and how Djarum’s SCSR circumvents tobacco marketing regulations. Findings show that Djarum’s SCSR builds new positive identities as, firstly, a sport brand that produces health and happiness. Secondly, Djarum recruits children to become badminton athletes and nurtures them to become badminton world champions. Thirdly, sport has become part of Djarum’s corporate culture. Djarum is able to create a positive identity because its products’ visual identity is aligned with its SCSR. This is also why Djarum is able to circumvent regulations making it possible for its advertisements to be aired on television without time limitation rules which normally apply to tobacco companies in Indonesia.