The Philadelphia Eagles Autism Foundation: Achieving corporate social responsibility authenticity

Abstract

Public evaluations of corporate social responsibility (CSR) initiatives increasingly hinge on perceptions of authenticity rather than on CSR activity alone. Understanding how organisations design and execute CSR programmes that are viewed as authentic is therefore of value to both scholars and practitioners. This paper examines the factors that contribute to CSR authenticity through a qualitative case study of the Philadelphia Eagles Autism Foundation, a team‑operated initiative launched by a National Football League franchise. Drawing on publicly available documents and in‑depth interviews with senior foundation executives, the study analyses the formulation and implementation of the initiative. The findings show that CSR authenticity is achieved through a combination of cause selection grounded in personal relevance to organisational leadership, a long‑term and organisation‑wide commitment, alignment with the team’s mission and values, transparent communication, and the credible distribution of all funds to scientific research and community programmes. The case further demonstrates how a professional sports organisation can leverage distinctive resources—including a passionate fan base, players, venues, sponsors, and high‑visibility communication platforms—to drive engagement and fundraising while maintaining authenticity. The paper contributes to the CSR literature by illustrating that authenticity is not the result of a single attribute but a comprehensive, ongoing process embedded in strategic decision‑making. Instructive elements are extrapolated to guide organisations seeking to plan, implement, and sustain authentic CSR initiatives. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.