JSM, 23(6), November 2009, Copyright © 2009
Corporate Social Responsibility in Sport
Cheri Bradish, J. Joseph Cronin
AbstractOver the past decade, there has been a groundswell of support within the sport industry to be “good sports”, as evidenced by a growing number of, and commitment to, “giving” initiatives and “charitable” programs. Consider the following examples:
• In 1998, the “Sports Philanthropy Project” was founded, devoted to “harnessing the power of professional sports to support the development of healthy communities.” (Sports Philanthropy Project, 2009) To date, this organization has supported and sustained over 400 philanthropic-related organizations associated with athlete charities, league initiatives, and team foundations in the United States and Canada.
• In 2003, “Right To Play” (formerly Olympic Aid) the international humanitarian organization was established, which has used sport to bring about change in over 40 of the world's most disadvantaged communities. Of note is their vision to “engage leaders on all sides of sport, business and media, to ensure every child's right to play” (www.righttoplay.com).
• In 2005, the Fédération Internationale de Football Association (FIFA) became one of the first sport organizations to create an internal corporate social responsibility unit, and soon thereafter committed a significant percentage of their revenues to related corporate social responsibility programs (FIFA, 2005).
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