Understanding strategic corporate environmental responsibility in professional sport Online publication date: Tue, 29-Apr-2014
by Sylvia Trendafilova; Kathy Babiak
International Journal of Sport Management and Marketing (IJSMM), Vol. 13, No. 1/2, 2013
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.
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