CSR-linked sport sponsorship
The linkage of CSR to sponsorship is called CSR-linked sponsorship. However, the effects of such sponsorship activities have not been investigated to date. Sony is one of the companies that engage in CSR-linked sponsorship: in the „Dream Goal 2014“campaign, the brand supports educational training of school children. The program has been implemented in 12 countries, such as the FIFA World Cup host country Brazil, and provides secure playgrounds, educational workshops and media competence trainings, among others.
The effects of CSR-linked sponsorship
The study was conducted in collaboration with researchers from the German Sport University Cologne and Saarland University. It shows that sponsors with a low to middle fit to the FIFA World Cup particularly profit from CSR-linked sponsorship. The results indicate that a more positive attitude towards the sponsor goes along with higher consumer CSR perception and brand credibility, that is, variables that act as serial mediators. CSR-linked sponsorship does not influence attitudes towards brands with a moderately high congruity to the sponsored event. Companies such as adidas whose products become part of the event, are affected by this process of attitude building.
Implications for practice
Sponsors with a moderately low fit to the sponsored event profit from CSR-linked sponsorship. In sponsorships without linkages, the recipients may not understand why a brand acts as sponsor (e.g., a car seller or an insurance company sponsoring the FIFA World Cup). However, the linkage of sponsorship with CSR has positive effects on the perception of the brand. Moderately low-fit brands, but also moderately high-fit brands, should therefore increasingly engage in social causes and implement them in their marketing communication. This is especially important when sport events take place in less developed countries. This can be seen in the reaction of the Brazilian population towards the Brazilian government as parts of o the Confed Cup or the FIFA World Cup. In conclusion, sponsors are recommended to strengthen their CSR engagement and implement CSR in their sponsorship strategy.
Contact:
Department of Sport & Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone: +49.89.289.24559
Fax +49.89.289.24642