Perception of sustainable sport sponsorship in terms of sustainable development and corporate social responsibility in the era of the Covid-19 pandemic

• Autorzy: Olejniczak-Szuster Katarzyna , Łukasik Katarzyna

Identyfikatory

DOI

10.29119/1641-3466.2022.157.23

• Języki publikacji: EN

Abstrakty

EN

Purpose: The purpose of the research presented in this paper was to identify the factors that determine the perception of sport sponsorship in terms of sustainability development and CSR activities in the era of Covid-19. Design/methodology/approach: The goal was achieved by literature review and presentation of the results of relevant pilot research. The research sample (random) consisted of questionnaires returned by 203 respondents via the Internet. In the empirical analysis workshops, binomial models in the form of logit models were used, due to which the estimation of 8 logit models (4 full and 4 reduced) was carried out, while considering their determinants in 5 categories. Findings: The results show that despite the Covid-19 pandemic, participants in sports events pay attention to the sponsor's activities in terms of sustainable development and CSR. This is evidenced by various perceptions of his activity. These results confirm that combining sponsorship with sustainable development and CSR help to create a positive image of the company, especially in the times of crisis. Research limitations/implications: In the period of many restrictions related to the Covid-19 pandemic, sports sponsors have limited opportunities to display their brand, thus creating their image. Additionally, the lack of sports gatherings limited the interactions occurring on the plane of the sports event – sponsor-beneficiaries of the event. Covid-19, in a way, forced brands to act in a sustainable manner and CSR. The commercialization of sport introduced sustainable development and CSR as means to achieve organizational goals and the Covid-19 pandemic has become a period of adjusting activities in the area of sustainable development and CSR to new conditions and social expectations. The obtained test results confirm this. Social implications: The coronavirus pandemic and government-imposed social distancing measures have had a strong impact on the sports sponsorship rights market, thereby impacting sustainability and CSR activities. Therefore, the article answered the question whether the Covid-19 era is a place to combine sports sponsorship with sustainable development and CSR? Originality/value: The discussed issue is in line with the current concept of sustainable development and CSR. Sustainable sports sponsorship allows you to build a positive image of the company and maintain a long-term competitive advantage, even in such difficult times related to the Covid-19 pandemic. The article is intended for both managers and researchers dealing with the subject of sustainable development and CSR.

Słowa kluczowe

EN

sports sponsorship; sustainable development; CSR; Covid-19 pandemic

PL

sponsoring sportowy; zrównoważony rozwój; CSR; pandemia COVID-19

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Tom: z. 157
• Strony: 363--385
• Opis fizyczny: Bibliogr. 68 poz.

Twórcy

autor

Olejniczak-Szuster Katarzyna

• Politechnika Częstochowska, Wydział Zarządzania, Katedra Zarządzania i Przedsiębiorczości

• https://orcid.org/0000-0002-7820-4746

autor

Łukasik Katarzyna

• Politechnika Częstochowska, Wydział Zarządzania, Katedra Zarządzania i Przedsiębiorczości

• https://orcid.org/0000-0001-7632-9513

Bibliografia

• 1. Andersen, S.E., Høvring, C.M. (2009). CSR stakeholder dialogue in disguise: Hypocrisy in story performances. Journal of Business Research, 114, 421-435. https://doi.org/10.1016/j.jbusres.2019.08.030.
• 2. Babiak, K., Wolfe, R. (2006). More than just a game? Corporate social responsibility and Super Bowl XL. Sport Marketing Quarterly, 15, 214-222.
• 3. Babiak, K., Wolfe, R. (2009). Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of Sport Management, 23(6), 717-742. doi:10.1123/jsm.23.6.717.
• 4. Bason, T., Anagnostopoulos, C. (2015). Corporate social responsibility through sport: a longitudinal study of the FTSE100 companies. Sport, Business and Management: An International Journal, 5(3), 218-241. doi:10.1108/SBM-10-2014-0044.
• 5. Black, S. (2003). Public relations. Kraków: Oficyna Ekonomiczna.
• 6. Breczko, B. (2011). Social Reception of Sponsorship. In: K. Kubiak (Ed.), Social Reception of Public Relations. Warszawa: Wyższa Szkoła Promocji.
• 7. Campbell, M.C., Kirmani, A. (2008). I know what you’re doing and why you’re doing it: The use of Persuasion Knowledge Model in consumer research. In: C.P. Haugtvedt, P. Herr,F.R. Kardes (Eds.), Handbook of consumer psychology (pp. 549-573). New York: Lawrence Erlbaum Associates.
• 8. Chien, M.P., Cornwell, T.B., Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. J. Bus. Res., 64, 142-149, https://doi.org/10.1016/j.jbusres.2010.02.010.
• 9. Christensen, S.R. (2006). Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses. International Journal of Market Research, 48(1), 61-80. doi:10.1177/147078530604800105.
• 10. Dašić, D.R., Tošić, M.Z., Deletić, V. (2020). The impact of the COVID-19 pandemic on the advertising and sponsorship industry in sport. BizInfo (Blace) Journal of Economics, Management and Informatics, 11(2), 105-116. doi:10.5937/bizinfo2002105D.
• 11. Dastisheh, A., Raju, V. (2020). Impact of Covid-19 on Sponsorship Marketing. Global Journal of Emerging Sciences, Vol. 02, Iss. 01, 14-19, https://doi.org/10.37187/gjoes.0320.0201.03.
• 12. de Castro Sobrosa Neto, R., de Lima, C.R.M., Bazil, D.G., de OliveiraVeras, M., & de Andrade Guerra, J.B.S.O. (2020). Sustainable development and corporate financial performance: A study based on the Brazilian corporate sustainability index (ISE). Sustainable Development, 28(4), 960-977. https://doi.org/10.1002/sd.2049.
• 13. Djaballah, M., Hautbois Ch., Desbordes, M. (2017). Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France. Sport Management Review, 20, 211-225. https://doi.org/10.1016/j.smr.2016.07.002.
• 14. Ellen, P.S., Webb, D.J., Mohr, L.A. (2006). Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs. Journal of Academy of Marketing Science, 34(2), 147-157. https://doi.org/10.1177/0092070305284976.
• 15. Farrelly, F., Quester, P.G. (2005). Examining important relationship quality constructs of the focal sponsorship exchange. Industrial Marketing Management, 34(3), 211-219. https://doi.org/10.1016/j.indmarman.2004.09.003.
• 16. Flöter, T., Benkenstein, M., Uhrich, S. (2016). Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources. Sport Management Review, 19, 146-156. https://doi.org/10.1016/j.smr.2015.05.005.
• 17. Gregory, A. (2005). Effective PR Techniques. Gdańsk: Gdańskie Wydawnictwo Psychologiczne.
• 18. Grohs, R., Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025. https://doi.org/10.1016/j.jbusres.2013.08.008.
• 19. Gruszczyński, M. (2010). Mikroeconometrics. Models and Methods of Individual Data Analysis. Warszawa: Wolters Kluwer.
• 20. Habitzreuter, A.M., Koenigstorfer, J. (2021). The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit. Journal of Business Research, Vol. 124, 124, 720-730. https://doi.org/10.1016/j.jbusres.2018.11.040.
• 21. Hammerschmidt, J., Durst, S., Kraus, S., Puumalainen, K. (2021). Professional football clubs and empirical evidence from the COVID-19 crisis: Time for sport entrepreneurship? Technological Forecasting and Social Change, Vol. 165, 120572, ISSN 0040-1625, https://doi.org/10.1016/j.techfore.2021.120572.
• 22. Hills, S., Walker, M., Barry, A.E. (2019). Sport as a vehicle for health promotion: A shared value example of corporate social responsibility. Sport Management Review, 22(1), 126-141. https://doi.org/10.1016/j.smr.2018.10.001.
• 23. Hu, K.H., Chen, F.H., Tzeng, G.H. (2016). Evaluating the improvement of sustainability of sports industry policy based on MADM. Sustainability, 8, 606, https://doi.org/10.3390/su8070606.
• 24. Huang, F.H., Ye, Y.J., Kao, Ch.H. (2015). Developing a novel Intuitionistic Fuzzy Importance–performance. Analysis for evaluating corporate social responsibility in sport tourism event. Expert Systems with Applications, 42, Iss. 19, 6530-6538. doi.org/10.1016/j.eswa.2015.04.008.
• 25. Inoue, Y., Kent, A. (2012). Sport teams as promoters of pro-environmental behavior: An empirical study. Journal of Sport Management, 26(5), 417-432. https://doi.org/10.1123/jsm.26.5.417.
• 26. Kang, S., Hur, W.-M. (2012). Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management, Vol. 19, No. 5, 306-316, https://doi.org/10.1002/csr.281.
• 27. Karamichas, J. (2020). From the IOC Sport and Environment Commission to Sustainability and Legacy Commission: The prospects for the environmental sustainability legacy of Olympic Games host nations under Agenda 2020. In: R. Millington, S.C. Darnell (Eds), Sport, development and environmental sustainability (pp. 79-93). Routledge.
• 28. Khuong, M.N., Chau, N.T.K. (2017). The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam. Rev. Eur. Stud., 9, 148-157, DOI:10.5539/res.v9n1p148.
• 29. Kim, D., Ko, Y., Lee, J.L, Kim, Y.C. (2020). The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures. International Journal of Sports Marketing and Sponsorship, Vol. 21, No. 1, 70-90. https://doi.org/10.1108/IJSMS-01-2019-0011.
• 30. Knecht, Z. (2002). Public Relations Management. Wrocław: Wyższa Szkoła Zarządzania.
• 31. Kolk, A. (2004). A decade of sustainability reporting: developments and significance. International Journal of Environment and Sustainable Development, Vol. 3, No. 1, 51-64, DOI:10.1504/IJESD.2004.004688.
• 32. Kufel, T. (2007). Problem Solution Econometrics using GRETL Software. Warszawa: PWN.
• 33. Kulczycki, W., Koenigstorfe, J. (2016a). Doing good in the right place: city residents’ evaluations of professional football teams’ local (vs. distant) corporate social responsibility activities. European Sport Management Quarterly, 16(4), 502-524. https://doi.org/10.1080/16184742.2016.1164736.
• 34. Kulczycki, W., Koenigstorfe, J. (2016b). Why sponsors should worry about corruption as a mega sport event syndrome. European Sport Management Quarterly, 16(5), 545-574. https://doi.org/10.1080/16184742.2016.1188839.
• 35. Lacey, R., Kennett-Hensel, P. (2016). How expectations and perceptions of corporate social responsibility impact NBA fan relationships. Sport Marketing Quarterly, 25(1), 21-33.
• 36. Mamo, Y., James, J.D., Andrew, D.P. (2019). Consumer perceptions of sport sponsor’s corporate social responsibility activities. Journal of Global Sport Management, doi: 10.1080/24704067.2018.1561207.
• 37. Mastromartino, B., Ross W.J., Wear, H., Naraine, M.L. (2020). Thinking outside the ‘box’: a discussion of sports fans, teams, and the environment in the context of COVID-19. Sport in Society, 23, 11, 1707-1723, DOI: 10.1080/17430437.2020.1804108.
• 38. Melovic, B., Rogic, S., Smolovic, J. C., Dudic, B., Gregus, M. (2019). The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices. Sustainability, 11(22), 6389. https://doi.org/10.3390/su11226389.
• 39. Millington, R., Giles, A.R., van Luijk, N., Hayhurst, L.M.C. (2021). Sport for Sustainability? The Extractives Industry, Sport, and Sustainable Development. Journal of Sport and Social Issues. February. doi:10.1177/0193723521991413.
• 40. Muñoz, M.D., Meyer, T. (2020). Infectious diseases and football – lessons not only from COVID-19. Science and Medicine in Football, 4, 2, 85-86, DOI: 10.1080/24733938.2020.1749422.
• 41. Næss, H.E. (2020). Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports. International Journal of Sports Marketing and Sponsorship, Vol. 21, No. 4, 617-631. https://doi.org/10.1108/IJSMS-09-2019-0106.
• 42. Parkes, A. (2015). Socio-Sponsorship – a socially engaged form of sponsorship. Pedagogika Rodziny, no. 5/3, 81-92.
• 43. Pawlak, G. (2015). Sport in CSR Strategies of Enterprises. Selected Aspects of Communication with Stakeholders. In: K. Kopecka-Piech, (Ed.), Media and Communication Changes. Media. Image. Business (pp. 243-271). Gdańsk: Katedra Wydawnictwo Naukowe.
• 44. Pinelli, M., Maiolini, R. (2017). Strategies for sustainable development: Organizational motivations, stakeholders' expectations and sustainability agendas. Sustainable Development, 25(4), 288-298.
• 45. Plewa, C., Carrillat, FA., Mazodier, M., Quester, P.G. (2016). Which sport sponsorships most impact sponsor CSR image? European Journal of Marketing, Vol. 50, No. 5/6,796-815. https://doi.org/10.1108/EJM-02-2015-0078.
• 46. Pons, F., Maltese, L., Giroux, M. (2016). Brand activation in sports organization. In: S. Chadwick, N. Chavanat, M. Desbordes (Eds.), Routledge Handbook of Sport Marketing (pp. 27-38). London: Routledge.
• 47. Pope, N.K., Voges, K.E., Brown, M. (2009). Winning Ways. Journal of Advertising, 38 (2), 5-20. https://doi.org/10.2753/JOA0091-3367380201.
• 48. Pope, N.K.U., Voges, K.E. (2002). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport Marketing Quarterly, Vol. 9, No. 2, 96-102.
• 49. Preuss, H. (2015). A framework for identifying the legacies of a mega sport event. Leis. Stud., 34, 643-664, https://doi.org/10.1080/02614367.2014.994552.
• 50. Rahman, M., Rodríguez-Serrano, M.Á, Lambkin, M. (2017). Corporate social responsibility and marketing performance. Journal of Advertising Research, Vol. 57, No. 4, 368-378, doi: 10.2501/JAR-2017-047.
• 51. Rowe, K., Karg, A., Sherry, E. (2019). Community-oriented practice: Examining corporate social responsibility and development activities in professional sport. Sport ManagementReview, 22(3), 363-378. https://doi.org/10.1016/j.smr.2018.05.001.
• 52. Scheinbaum, A.C., Lace, R. (2015). Event social responsibility: A note to improve outcomes for sponsors and events. Journal of Business Research, 68(9), 1982-1986. https://doi.org/10.1016/j.jbusres.2015.01.017.
• 53. Scheinbaum, A.C., Lacey, R., Liang, M.C. (2017). Communicating corporate responsibility to fit consumer perceptions: how sincerity drives event and sponsor outcomes. Journal of Advertising Research, Vol. 57, No. 4, pp. 410-412, DOI:10.2501/JAR-2017-049.
• 54. Smith, A.C.T., Westerbeek, H.M. (2007). Sport as a vehicle for deploying corporate social responsibility. The Journal of Corporate Citizenship, 25, 43-54. DOI: 10.9774/GLEAF.4700.2007.sp.00007.
• 55. Sudolska, A., Łapińska, J. (2020). Implementation of the CSR concept through sport sponsorship: the case of the Polish chemical capital group. Journal of Physical Education and Sport, Vol. 20 (Supplement issue 2), Art. 153, 1100-1105, DOI:10.7752/jpes.2020.s2153.
• 56. Sung, M., Lee, W.Y. (2016). What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event. International Journal of Sports Marketing and Sponsorship, Vol. 17, No. 1, 56-77, https://doi.org/10.1108/IJSMS23 02-2016-004.
• 57. Szaruga, E., Załoga, E. (2022). Sustainable Development Programming of Airports by Identification of Non-Efficient Units. Energies, 15, 932. https://doi.org/10.3390/en15030932.
• 58. Trendafilova, S., Babiak, K., Heinze K. (2013). Corporate social responsibility and environmental sustainability: Why professional sport is greening the playing field.
• Sport Management Review, 16, 298-313. https://doi.org/10.1016/j.smr.2012.12.006.
• 59. Uhrich, S., Koenigstorfer, J., Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67, 2023-2029. https://doi.org/10.1016/j.jbusres.2013.10.008.
• 60. United Nations. Transforming our world: The 2030 agenda for sustainable development. Resolution Adopted by the General Assembly 2015.
• 61. Vollero, A., Palazzo, M., Siano, A., Elving, W.J.L. (2016). Avoiding the greenwashing trap: between CSR communication and stakeholder engagement. International Journal of Innovation and Sustainable Development, Vol. 10, No. 2, 120-140.
• 62. Walker, M., Hills, S., Heere, B. (2017). Evaluating a socially responsible employment program: Beneficiary impacts and stakeholder perceptions. Journal of Business Ethics, 143.1, 53-70. DOI: 10.1007/s10551-015-2801-3.
• 63. Walker, M., Parent, M.M. (2010). Toward an integrated framework of corporate social responsibility, responsiveness, and citizenship in sport. Sport Management Review, 13(3), 198-213. https://doi.org/10.1016/j.smr.2010.03.003.
• 64. Waller, R.L., Conaway, R.N. (2011). Framing and Counterframing the Issue of Corporate Social Responsibility: The Communication Strategies of Nikebiz.com. The Journal of Business Communication (1973), 48(1), 83-106. doi:10.1177/0021943610389752.
• 65. Walters, G., Tacon, R. (2011). Corporate Social Responsibility in European Football. A report funded by the UEFA Research Grant Programme. London: Birkbeck, University of London.
• 66. Weeks, C.S., Cornwell, T.B., Drennan, J.C. (2008). Leveraging sponsorships on the Internet: Activation, congruence, and articulation. Psychology & Marketing, 25(7), 637-654. https://doi.org/10.1002/mar.20229.
• 67. Weimar, D., Holthoff, L.C., Biscaia, R. (2020). When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs' online social media channels. European Sport Management Quarterly, https://doi.org/10.1080/16184742.2020.1786593.
• 68. World Business Council for Sustainable Development (1999). World Business Council for Sustainable Development, Corporate social responsibility: Meeting changing expectations. New York.

Uwagi

PL

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).