Community Sport Organization Sponsorship as Corporate Social Responsibility Strategy: A Qualitative Study

Abstract

Sponsorship has evolved significantly over the past 40 years, away from simple, short-term corporate donations to a highly commercialized and global industry (Walliser 2003). In particular, the sponsorship of sporting properties (i.e. professional teams, leagues, athletes and stadiums) is considered a highly strategic communication tool that commands a large audience and accounts for a majority of sponsorship spending and research (International Events Group 2010). Increasing consumerism in hedonic consumption industries, such as professional sport, have supported the popularity of sponsorship to a point where it is difficult today to find a pro-sport event, team, league or athlete that is devoid of it (Hirschman and Holbrook 1982). Lured by the number of consumers attending these sports events, more sponsors are encouraged to ‘spray and pray’, entering into sponsorship agreements to fund these events and to increase brand awareness without adequate measurement to verify the return on their investment. As a result, some sponsors are turning away from large professional sport properties to community sports organizations (CSO) and an engaged audience (Miloch and Lambrecht 2006).