Title: Stakeholder perceptions of a corporate community involvement health initiative for male sport fans

Authors: Brendan Riggin; Karen Danylchuk; Dawn Gill; Wendy Blunt; Robert Petrella

Addresses: University of Waterloo, 200 University Ave W, Waterloo, ON N2L 3G1, Canada ' Western University, 1465 Richmond St. London, ON N6G 2M1, Canada ' Western University, 1465 Richmond St. London, ON N6G 2M1, Canada ' Western University, 1465 Richmond St. London, ON N6G 2M1, Canada ' Western University, 1465 Richmond St. London, ON N6G 2M1, Canada

Abstract: The purpose of this study is to take a stakeholder approach in evaluating the design and implementation of a Canadian corporate social responsibility initiative implemented in sport. Semi-structured interviews were conducted with stakeholders (N = 37) of a program aimed at improving the health and wellbeing of sport fans and their communities. Themes were identified that were necessary in designing and implementing the program, including managing partnerships, the psychological and social supports/barriers, delivering a health program through sport, and the sport-related content. Implications for corporate social responsibility stakeholders and researchers are discussed and areas of future research are identified.

Keywords: health promotion; program evaluation; corporate social responsibility; CSR; corporate community involvement; CCI; sport fans; CHL; Canada; process evaluation.

DOI: 10.1504/IJSMM.2024.143670

International Journal of Sport Management and Marketing, 2024 Vol.24 No.5/6, pp.406 - 424

Received: 16 Mar 2023
Accepted: 30 Jan 2024
Published online: 03 Jan 2025 *

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