Grass roots investment, according to new research from Eurosport, ZenithOptimedia & Synovate, is of critical importance to sponsorship effectiveness during a time of recession. And with corporate social responsibility (CSR) now rapidly becoming a central aspect to the sponsorship of the biggest brands in British business; companies, sporting federations and governing bodies will be taking note of the findings at a time when marketing strategies are coming under serious scrutiny.
The report, taken out in October 2008, interviewed 1,600 upmarket consumers and 10 leading sports marketers whose responses created a sports marketing code of conduct for companies during the difficult economic climate.
It found that 81 per cent of consumers believe “what companies do over what they say” and that 74 per cent believed CSR sports investment both helps sport to develop, and was essential as part of the marketing strategy for large brands.
The survey also revealed grass roots investment was considered an imperative and necessary component of a successful sports marketing campaign. Although expensive, it is valued by consumers who appreciate organisations which make a real contribution to sports development.
The report’s findings were showcased at SportBusiness 'Making the Difference sport and social responsibility summit' last week in Central London. Attendees and discussion panellists included psychologist, author and former NBA star John Amaechi, and amongst others, representatives from BSkyB and football club Tottenham Hotspur.
John Amaechi gave a lively keynote outlining his own strong beliefs on the power and limitations of sport and social responsibility. He highlighted his own work in this field at the Amaechi Basketball Centre in Manchester, his experience in the US with London 2012 as well as concerns at some of the CSR practices currently existing within the sport industry.
Amaechi was critical of those organisations entering into CSR for cynical reasons. “If you are trying to sell more training shoes, be honest about it, don't pretend that it is a CSR initiative,” he told the sold-out conference. “We like to believe that sport is a panacea and that if we inject it into a neighbourhood - an urban neighbourhood - then the graffiti will disappear and fat children will miraculously become thin.”
He added that while sport could help people “realise their value and potential”, it could also “teach exclusion and damage confidence" if taught and coached poorly.
Conference delegates largely agreed that in these troubled times, when a hard-edged, almost forensic approach top budgeting and accounting has become the norm, the business case for CSR is under greater scrutiny than ever.
With recent scandals in banking and politics the public may take an increasingly cynical eye to any CSR programmes. However the conference largely agreed that CSR is set to be a growing part of any sponsorship programme and one which has to be both genuine and financially sound to achieve its set objectives.
