Assessing key performance indicators of corporate social responsibility initiatives in sport

• Published in: European sport management quarterly Vol. 23; no. 1; pp. 82 - 103
• Main Authors: McCullough, Brian P., Trail, Galen T.
• Format: Journal Article
• Language: English
• Published: Routledge 02.01.2023
• Subjects: corporate partners; Environmental sustainability; sport consumer behavior; sport fans; sustainable behavioral intentions
• ISSN: 1618-4742; 1746-031X
• DOI: 10.1080/16184742.2022.2033808

This paper evaluates factors impacting corporate social responsibility (CSR) campaigns' key performance indicators (KPIs) by extending the sport sustainability campaign evaluation model (SSCEM) with three key variables: ascription of responsibility, fit between the team/sustainability initiatives, and receptivity to messaging from the team. We collected data from a US national sample using a Qualtrics panel. The specific population of interest for this part of the project was people who were able to identify a professional or college sport team local to their geographical area (N = 205), which meets the SEM sample size requirements with only 11 items in the model. This study found that fit, ascription, and attachment to the team explained 43.0% of the variance in receptivity. Ascription and receptivity explained 64.9% of the variance of sustainability intentions. The entire model explained 68.4% of the variance in support for green corporate partners. Future research can extend the SSCEM by adding these concepts, explaining additional variance, and assessing actual receptivity to team messaging about sustainability. Sport practitioners can use this model to show green corporate partners the impact of messaging by the team on corporate partner sales and show increased fan sustainability intentions.