The development of professional basketball organisation CSR in China: the importance of the basketball court

Abstract

Corporate social responsibility (CSR) is an important area for all professional sports organisations (PSOs), which want to raise their image and generate revenue. However, the CSR development of professional sports organisations in China (CPSOs) is only at the initial stage with vague awareness. This research applies semi-structured questions and 14 in-depth one-on-one interviews to gain insight of CSR awareness among stakeholders of CPSOs. Carroll's CSR Pyramid Theory is applied as conceptual framework. The research results show that CSR awareness in Chinese professional basketball environment is based on their daily and work operations with relatively few understandings of CSR. The basketball court is an important workplace for them to communicate their CSR efforts to the public that in order to realise their personal values and interests, which helps to strengthen communication with stakeholders and narrow the distance with the public. At present, there is still rarely research on this issue, and Chinese professional basketball organisations (CPBOs) need to pay attention to the management and application of basketball courts to practice CSR.