Corporate Social Responsibility and Corporate Social Investment in the Sport Industry

Corporate Social Investment (CSI) and Corporate Social Responsibility (CSR) are often discussed in the context of business management, however many scholars have argued that they have marketing implications for organisations, and should therefore be considered in the discussion of an organisation’s marketing objectives and activities. This chapter therefore discusses the role of CSI and CSR within sport marketing, particularly applied to the South African context. Initially, the chapter highlights the differences and similarities between these two concepts within the context of the sport marketing framework for sport organisations in South Africa.
Furthermore, the chapter provides examples of how sport organisations have used CSI and CSR to achieve strategic marketing outcomes, such as to increase customer retention. The chapter also includes a discussion on how cause-related marketing (CRM) and social marketing are complementary strategies that professional sport organisations can use to achieve CSI and CSR.