SportBusiness.com

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Marketing around good causes has been one of the fastest growing sponsorship sectors in the past 2-3 years. Despite the effects of the
recession, consumer attitudes to good causes have remained very positive and they are increasingly willing to reward brands that they perceive help them to do good.

This pressure brings with it significant opportunities for sports who can help brands boost their social and environmental credentials. It is no accident that major events now have sustainability partnerships on offer or that many within sport are pushing their influence in communities to sponsors.

Even where specific CSR packages are not created, there are few sponsorships that do not have an element of social responsibility. 

• Banks promote financial literacy
• Energy companies promote carbon savings
• Alcohol brands promote responsible drinking

Beyond these examples sport is increasingly invited to provide solutions to problems of conflict or environment and are finding corporate partners ready and willing to help do so.

The importance of CSR to sport is recognised in this new report from SportBusiness designed to help boost the effectiveness of sport as a vehicle for social and environmental messages.

A how-to guide to Sport and Social Responsibility

CSR sponsorship takes sport into a whole new set of relationships with different priorities and perspectives. Not only must sport find creative new ways to engage, it must also look at its own practice and accommodate new activation mechanisms too.

Corporate sponsors are often keen to support attempts to make the world a better place through sport but these programmes have to be implemented. This takes sport out of its comfort zone and into relationship with NGOs and charities.

This report will help you to navigate not only what type of packages and programmes can be developed but how effective partnerships can be formed to make delivery achievable too.

Social Responsibility and Social Media

One of the most dynamic aspects of CSR programmes is the activation through social media. Where sponsors can be reticent to promote their good works in mainstream marketing, they are much more willing to engage with consumers directly.

Discover how to engage and influence via social networking and how to avoid the pitfalls from those that have blazed a trail.

Contributors to Sport and Social Responsibility

This report has benefited from the views and experience of some of the leading brands, sports organisations, agencies and NGOs. Share the knowledge obtained from:

• Nike
• Barclays
• Pepsico
• British Gas
• Accenture
• IAAF
• UCI
• NFL
• Edelman
• brandRapport