The social impact of sport: Marketing strategies for inclusion, community engagement and corporate benefit
Abstract
Sport branding for athletes, teams and organisations is expanding rapidly due to the growth of social media. Over the past decade, sports organisations have reaped the benefits of corporate social responsibility and social impact branding through sport-for-development and sport-for-social-change (SFSC), as more consumers share their desire for eco-friendly, socially responsible and equitable brands. This paper addresses the benefits for companies that participate in social impact branding through SFSC, community engagement and social inclusion by examining the cases of Colin Kaepernick, Simone Biles, as well as strategies capitalising on US patriotism in National Football League marketing. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Tanya K. Jones received her BS and MS degrees in kinesiology from California State University, Fullerton, and her PhD from The University of Texas at Austin. Dr Jones is currently an Adjunct Faculty at California State University, Fullerton, and a programme coordinator for the Multicultural Center and LGBTQIA+ Center, Saddleback College. She sits on multiple boards, including the Equity, Diversity, Belonging and Decolonization Committee for the North American Society for Sport History. Her research is rooted in the intersections of race, sports and politics. She believes that anything can be a catalyst for social change, and sport offers a powerful platform to do this.
