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for Development Through Sport: examining its potential and limitations

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  • Roger Levermore

Abstract

Recent publications have highlighted the growth of sport as a vehicle in deploying corporate social responsibility (CSR) programmes or for disseminating international development initiatives. However, very little has been written on the considerable increase of the use of sport with corporate social responsibility to further social and economic development. This will expand as a range of CSR for development initiatives are being launched to coincide with mega-sports events in the coming years, starting with the 2010 football World Cup. This article addresses this gap by charting the ways in which sport is being used by businesses (ranging from multinational corporations to sports federations) as part of discrete development initiatives. It highlights the opportunities (notably developing partnerships and reaching those alienated from traditional development) and limitations associated with this. Limitations form around Stefano Ponte et al's typology of CSR initiatives, which is used to highlight the fact that many projects are poorly linked to core business objectives and are therefore less likely to be taken seriously and succeed. A lack of evaluation and the tarnished reputation of sport are other problems associated with CSR for development through sport.

Suggested Citation

  • Roger Levermore, 2010. "for Development Through Sport: examining its potential and limitations," Third World Quarterly, Taylor & Francis Journals, vol. 31(2), pages 223-241.
    • Handle: RePEc:taf:ctwqxx:v:31:y:2010:i:2:p:223-241
    DOI: 10.1080/01436591003711967
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    Citations

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    Cited by:

    1. Batty, Rachel J. & Gee, Sarah, 2019. "Fast food, fizz, and funding: Balancing the scales of regional sport organisation sponsorship," Sport Management Review, Elsevier, vol. 22(1), pages 167-179.
    2. Kyle A. Rich & Laura Misener & Dan Dubeau, 2015. "“Community Cup, We Are a Big Family”: Examining Social Inclusion and Acculturation of Newcomers to Canada through a Participatory Sport Event," Social Inclusion, Cogitatio Press, vol. 3(3), pages 129-141.
    3. Richard Giulianotti & Simon Darnell & Holly Collison & P. David Howe, 2018. "Sport for Development and Peace and the Environment: The Case for Policy, Practice, and Research," Sustainability, MDPI, vol. 10(7), pages 1-15, June.
    4. Matthew Walker & Stephen Hills & Bob Heere, 2017. "Evaluating a Socially Responsible Employment Program: Beneficiary Impacts and Stakeholder Perceptions," Journal of Business Ethics, Springer, vol. 143(1), pages 53-70, June.
    5. Jerram Bateman & Tony Binns, 2014. "More than just a game?: Grass roots cricket and development in Mumbai, India," Progress in Development Studies, , vol. 14(2), pages 147-161, April.
    6. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    7. Martino Corazza & Jen Dyer, 2017. "A New Model for Inclusive Sports? An Evaluation of Participants’ Experiences of Mixed Ability Rugby," Social Inclusion, Cogitatio Press, vol. 5(2), pages 130-140.
    8. 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.
    9. Edwards, Michael B., 2015. "The role of sport in community capacity building: An examination of sport for development research and practice," Sport Management Review, Elsevier, vol. 18(1), pages 6-19.

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