CSR report
ISBN: 978-1-905685-21-9
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Corporate Social Responsibility and Sports Sponsorship

Executive Summary

Corporate social responsibility programmes are increasingly using sponsorship as a vehicle to deliver objectives for two key reasons. First, sport can really change people's lives. Whether as a participant or spectator, people engage with sport in such a manner that it can make a huge difference to their health and/or their lifestyle.

Second, sport is run at every level imaginable, from kids playing football in the street, to major global events such as the FIFA World Cup or the Olympic Games.

For companies seeking to develop successful CSR programmes, sport therefore offers a ready made and flexible platform that can be adapted to a wide variety of objectives.

CSR In Business

Businesses today are expected to look beyond their bottom line and most accept
they have a social responsibility to the health and well-being of the communities in
which they operate. 
The term corporate social responsibility (CSR) relates to the ethical and legal
behaviour by organisations in the workplace and the wider community. 
According to accountants KPMG, nearly 80 per cent of the largest 250 corporations
in the world now publish CSR reports, up from about 50 per cent in 2005. 
Businesses with a strong CSR programme ensure it sits snugly alongside their
sustainable marketing policy, which focuses on how products are sourced,
manufactured, promoted and distributed. 
Organisations are choosing CSR projects which counter the negative impacts they
might be having on the environment or on people’s lives. A strong CSR strategy will
prove profitable for a company over the long term because its relationship with
different stakeholders, from customers and suppliers to employees and the media, is
Ultimately a CSR programme will fail unless it is at the heart of the business decision
making process and linked to how the organisation makes its money. Stakeholders
also demand total transparency and any inappropriate activity or evidence that a
company is involved in a social project for the wrong reasons, such as to attract
positive media coverage, will attract fierce criticism.   

CSR And Sport

For years businesses have tended to spend their CSR budgets on supporting
environmental or arts-based causes but increasingly sport is being seen as a way to
meet social and community obligations.
Sport is regarded as a much more influential channel than the arts; reaching and
engaging with more people from across the entire social and demographic spectrum. 
The European Sponsorship Association’s market trends survey of 2007 pointed out
that CSR is becoming part of a more eclectic sponsorship mix. This is something that
sports rights holders are starting to take advantage of.
Whilst pure sports sponsorship can often be based on hard-nosed marketing and
business decisions, any CSR investment is based more on how a business can
improve the communities in which it operates. 

When a decision has been taken to spend all, or part of, a CSR budget around sport,
sponsors are realising how important it is that they choose a cause and sport which
has a synergy with the organisation’s own mission statement and values as well as
its products and services.
Sport is an effective CSR medium because it boasts values that any socially-
responsible business should be striving for. These include fair play to everyone
involved including employees and suppliers, transparency and opportunities for all to
succeed, as well as good community relations.
This report explores the issues surrounding brands, CSR and sports marketing.
There are many examples of how businesses around the world are using sport more
and more to fulfil their CSR obligations. Sport is adding value to the sponsor and
individual sports and at the same time changing people’s lives on a local, national
and international level.
Sports rights owners are certainly realising the mutual benefit of teaming up with
brands to drive forward CSR programmes. 
Nevertheless, individual sports have to prove their own social responsibility
credentials to potential CSR sponsors when it comes to controversial areas such as
the use of drugs and links to gambling or corruption. How sports look after their
sportsmen and women once they retire is also a CSR obligation that must be tackled
if brand sponsors are to come on board.
Like businesses around the globe, individual sports are also following their own CSR
strategies, with soccer/football the most visible sport when it comes to its community
investments. Most professional clubs have initiatives in place to help disadvantaged
people improve their education or health.
The need to attract additional funding as the recession hits sponsorship revenues is
another reason why corporate CSR budgets are being targeted by rights holders.
The smart sports clubs, both professional and amateur, are also looking beyond the
private sponsorship sector and realising money is available from public bodies such
as the police and health organisations. 
This is one area rights holders were generally not exploring until relatively recently.
However, the funding of community sports-based projects in this way can be the
catalyst to persuading private sector sponsors to get involved in sport too. 

Cynicism Towards CSR

The report outlines the struggle that many organisations still face in overcoming
media, public and employee cynicism when associating their CSR strategy with
There are pitfalls to avoid if a CSR programme is to work for everyone. For example,
all organisations must ensure their CSR/sports activity is perceived as relevant to the
business and is run with integrity. Ultimately stakeholders want to see that a brand is
being challenged by what it is doing and is not sending out confusing messages.
Another challenge for sponsors linking CSR to sport is research and measurement.
This is a relatively new area and sponsors can struggle to budget effectively and
many remain unsure about how best to assess their return on investment.

Ultimately there are a number of tests an organisation can use. Is the CSR activity
legal and does it meet professional standards? How will any activity add value to the
brand and the sport over the long-term and how will it be viewed by different
stakeholders? Finally, what impact does a CSR programme linked to sport have on
an organisation’s core values? What effect will it have on how employees view any

Companies must ensure their CSR programmes are strategic and well thought
through. It must be efficient if it is to have a maximum impact on the sport, social
cause and the organisation itself. CSR is about involving all stakeholders and
identifying how the organisation can make improvements. This is not about claiming
to be the best.



Official Supplier

European Sponsorship Association
Media Partner