Title: Towards sustainable programme design? An examination of CSR initiatives within a Zambian SfD NGO

Authors: Matthew Holmes; Davies Banda; Megan Chawansky

Addresses: Faculty of Health and Life Sciences, York St John University, York, North Yorkshire, YO31 7EX, UK ' Faculty of Health and Life Sciences, York St John University, York, North Yorkshire, YO31 7EX, UK ' School of Sport and Service Management, University of Brighton, Eastbourne, East Sussex, Gaudick Road, BN20 7SR, UK

Abstract: Sport-for-development (SfD) programming in Zambia is at a crucial turning point since its inception in the late 1990s. Weak domestic relations with state government bodies have left the sector isolated and dependent on foreign aid and corporate sponsorship mainly through corporate social responsibility (CSR) schemes. This article considers the implications of the CSR funding landscape for one SfD non-governmental organisation (NGO) based in Zambia. 16 semi-structured interviews with SfD practitioners and stakeholders were conducted to better understand how CSR funding impacts programme design, development and sustainability. Thematic analysis revealed three key themes: 1) positive partnerships; 2) parachute partnerships; 3) challenges with partnerships. The implications of these findings are presented in a conclusion which stresses the need for a (Global) South-centred CSR Agenda in SfD (Idemudia, 2011).

Keywords: sport for development; sustainability; partnerships; Zambia; corporate social responsibility; CSR funding; sustainable programme design; NGOs; non-governmental organisations.

DOI: 10.1504/IJSMM.2015.074926

International Journal of Sport Management and Marketing, 2015 Vol.16 No.1/2, pp.36 - 51

Received: 02 Feb 2015
Accepted: 04 Oct 2015
Published online: 24 Feb 2016 *

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