Title: Understanding strategic corporate environmental responsibility in professional sport

Authors: Sylvia Trendafilova; Kathy Babiak

Addresses: Department of Kinesiology, Recreation, & Sport Studies, University of Tennessee, 1914 Andy Holt Ave, HPER 349, Knoxville, TN, 37996, USA ' School of Kinesiology – Sport Management, University of Michigan, 1402 Washington Heights, #2120, Ann Arbor, MI, 48109-2013, USA

Abstract: This study sought to understand how teams and leagues in professional sport in North America understand, position, and deploy environmentally focused CSR practices. We conducted interviews with sport executives and executives from consulting, advisory, non-profit and partner groups. Data revealed that teams and leagues viewed their environmental practices as being strategic and as playing a key role in the teams' and leagues' core CSR activities. We also uncovered some of the tangible and intangible benefits for the teams and leagues as a consequence of adopting environmentally responsible initiatives. We determined and integrated the perceived strategic benefits of environmentally responsible actions by considering whether these efforts were based on defensive factors (e.g., risk management to manage social legitimacy) or value adding factors (e.g., enhancing market demand from customers and fans). We present practical implications and discuss directions for future studies in the area of environmental responsibility.

Keywords: corporate social responsibility; CSR; professional sport; corporate environmental responsibility; strategic benefits; sport industry; sport management.

DOI: 10.1504/IJSMM.2013.055199

International Journal of Sport Management and Marketing, 2013 Vol.13 No.1/2, pp.1 - 26

Received: 20 Jul 2012
Accepted: 16 Jan 2013

Published online: 29 Apr 2014 *

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