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Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France

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  • Djaballah, Mathieu
  • Hautbois, Christopher
  • Desbordes, Michel

Abstract

This paper explores the perceptions and strategies of corporate sponsors established in France and involved in sport-related corporate social responsibility (S-CSR). Based on the theoretical framework of strategic sensemaking, interviews were conducted with sponsorship managers from 23 corporations involved in S-CSR partnerships with various sports properties. Each phase of the strategic sensemaking process was analyzed, resulting in the identification of three levels of ambiguity in the interpretative process: namely, perceived links between sports properties and CSR, links between S-CSR and sponsors’ own CSR, and links between S-CSR actions and the main sponsorship objectives. We described and gave evidence for seven strategies, highlighting the diversity of S-CSR rationales among sponsors. Other factors were found to influence the sensemaking process, namely sponsorship managers’ knowledge of their company's own CSR, collaboration between sponsorship and CSR departments, and the role of sports properties as sensegivers in S-CSR actions. Finally, we summarize our results in a process model of S-CSR strategic sensemaking in order to provide both sponsors and sports properties with a better understanding of the multiple possibilities for CSR leverage.

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  • Djaballah, Mathieu & Hautbois, Christopher & Desbordes, Michel, 2017. "Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France," Sport Management Review, Elsevier, vol. 20(2), pages 211-225.
    • Handle: RePEc:eee:spomar:v:20:y:2017:i:2:p:211-225
    DOI: 10.1016/j.smr.2016.07.002
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    Cited by:

    1. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    2. Talent Moyo & Rodney Duffett & Brendon Knott, 2020. "Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective," Sustainability, MDPI, vol. 12(11), pages 1-19, June.
    3. Juan Antonio Sánchez-Sáez & Francisco Segado Segado & Ferran Calabuig-Moreno & Ana Mª Gallardo Guerrero, 2020. "Measuring Residents’ Perceptions of Corporate Social Responsibility at Small- and Medium-Sized Sports Events," IJERPH, MDPI, vol. 17(23), pages 1-17, November.

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