Corporate Social Responsibility in Professional Sport: A Research Symposium

1. Corporate Social Responsibility in Professional Sport: A Research Symposium Cheri L. Bradish Department of Sport Management Brock University

2. Introduction: An Overview of CSR in Sport few issues or topics more important that CSR business clearly must take a lead on improving the world�s greatest responsibilities (Annan, UN, 2005) the compass of marketing and management has always swing in many directions but in the 21st century, the arrow is firmly fixed on CSR

3. An Overview of CSR in Sport:Definitions and Interpretations the commitment to improve community well-being through discretionary business practices and contributions of corporate resources (Kotler & Lee, 2005) the broad concept that business are more than just profit-seeking entities and, therefore, also have an obligation to benefit society (Werther & Chandler, 2006) the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce, their families and the local community and society at large (World Business Council for Sustainable Development, 2005) movement across many sport contexts

4. Introduction: The �Umbrella of CSR� Corporate Citizenship: The obligation an organization has to be ethical, accountable and reactive to the needs of society. This definition suggests that socially responsible firms undertake: a) eliminating negatives and b) doing positives. Corporate Reputation: A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality. Corporate reputation hinges on investor confidence, unlike brand reputation which is contingent on customer confidence and reflected in sales. Cause-Related Marketing: The support of a social cause that a firm generates through financial transactions with its customers. In most cases, firms donate a certain percentage of their income or profits to a specific nonprofit cause. Corporate Philanthropy: Community Relations: Sport for Development:

5. Introduction: An Overview of CSR in Sport Perceptions and Questions related to �CSR� in Sport? Why? Good practice?

6. Introduction: CSR Trends and Education An overview of the academic literature (historical and environmental foundations), including journals, academic centres and teaching outlets related to CSR, and those specific to sport management