n African Journal for Physical Health Education, Recreation and Dance - Corporate social responsibility in the sport industry : a theoretical discourse s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


Despite its prominence in management and organisational literature, where it is fairly well established, corporate social responsibility (CSR) is at a nascent stage in sport management and has only recently begun to receive attention within sport management and sport organisations. CSR is a diverse field with loose boundaries, multiple memberships, and differing perspectives, with a plethora of meanings and interpretations. The most cited definitions of CSR in literature tend to share the common themes of meeting legal requirements and the broader expectations of stakeholders in order to contribute to a better society through company actions in the workplace, local communities and through public policy advocacy and partnerships. While the 21st century has ushered in a heightened focus of CSR initiatives, there is also the need for heightened accountability that accompanies it. Like team work and fair play, the pillars of sport which often resonate in the boardrooms and corridors of sport organisations, CSR should also be given its rightful place in sport, and be provided with an enabling environment for the development of CSR initiatives in South Africa and the continent. There is also a growing call for researchers to shift their lenses to focus on the context, processes and outcomes of CSR. This paper aims to explore the developments, discourse, dilemmas and directions for further engagement of CSR activities with specific reference to the sport industry. The paper explores CSR in general and then moves specifically to the sport industry in South Africa and the African continent. Issues of competing economic and social agendas and criticisms levelled against such agendas are discussed.

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