Corporate social responsibility and professional sport in Greece

Abstract

The focus of this study is Corporate Social Responsibility (CSR) in the professional sport in Greek context. Initiatives of professional sport teams and sport related organizations - bodies have studied to expose the factors that influence the CSR decision-making process. In addition, expected outcomes, intentions, promotion of CSR, and the issue of effectiveness measurements have explored. Exploratory in nature, using qualitative data analysis, the research outlines the patterns of CSR activity. Results reveal that the domains of CSR activities include a) health, b) sports, c) environment, d) local community service, e) support for International causes and International days, f) social phenomena, g) philanthropy, and social giving. The reasons why teams and organizations are engaged in CSR initiatives include: external pressures, ethical perceptions, promotional reasons, legislation, and internal forces. A difference of motives’ priority concerning manager and executives’ decision-making in contrast to the literature has noticed. Customers’ behavior is a less important issue for their decisions. In addition, community issues are not a managers’ top priority as in the literature. The general pattern of promotion of CSR activities follows the imperatives from the literature. Sport teams use extensively the Internet to promote and communicate CSR activities. In addition, the field of play during matches, and the adjustment of the ritual (opening) of the game, half's break, and closing ceremony is selected as a conveyor of CSR messages. Respondents are aware they need to measure CSR effectiveness however, CSR hardly measured in professional sports in Greece.