Document Type

Article

Publication Date

6-2012

Publication Title

Sport marketing Quarterly

Volume

21

Issue

2

First page number:

91

Last page number:

103

Abstract

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, eight (18.6%) as CRM and thirteen (30.2%) as other community outreach. Social marketing programs were identified significantly more than CRM. The findings demonstrate how the major leagues have embraced the use of social marketing strategies to demonstrate corporate social responsibility.

Keywords

Cause-related marketing; Corporate social responsibility; Differentiation (sociology); Professional sports; Qualitative research; Social marketing; Social responsibility; Social responsibility of business; Strategic planning

Disciplines

Marketing | Sports Management

Language

English

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