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Sport as a vehicle for health promotion: A shared value example of corporate social responsibility

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  • Hills, Stephen
  • Walker, Matthew
  • Barry, Adam E.

Abstract

Professional sport organizations are increasingly encouraging physical and mental wellness by developing and deploying health promotion activities via socially responsible programming and messaging. However, delivery, deployment, and scope issues, all of which limit observable and sustainable impacts on health promotion and behavior, encumber many socially responsible programs. The authors frame the study using a shared value perspective to demonstrate that sport managers can effectively promote health when the professional sport organization is concurrently attempting to deliver social and business value. To illustrate this approach, the authors used a health-related intervention program funded and delivered by a professional sport league as the research context. The authors undertook a mixed-method, quasi-experimental study to determine the potential to achieve social value (e.g., physical health and mental wellness) and business value (e.g., team, league, and sport affinity, and patronage). The results show that the business-centric effects were stronger among a group of youth beneficiaries than they were among some health- and wellness-centric variables. The authors discuss the significant effects through a shared value lens and posit several areas for future research.

Suggested Citation

  • Hills, Stephen & Walker, Matthew & Barry, Adam E., 2019. "Sport as a vehicle for health promotion: A shared value example of corporate social responsibility," Sport Management Review, Elsevier, vol. 22(1), pages 126-141.
    • Handle: RePEc:eee:spomar:v:22:y:2019:i:1:p:126-141
    DOI: 10.1016/j.smr.2018.10.001
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    References listed on IDEAS

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    Cited by:

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    2. Natasha Wilson & Lorraine Cale & Ashley Casey, 2023. "“Instead of Being on a Screen You Can Be More Out There and Enjoy Your Life”: Young People’s Understandings of Physical Activity for Health," IJERPH, MDPI, vol. 20(10), pages 1-14, May.
    3. Edwards, Michael B. & Rowe, Katie, 2019. "Managing sport for health: An introduction to the special issue," Sport Management Review, Elsevier, vol. 22(1), pages 1-4.
    4. Mei-Jung Chen & Wen-Bin Lin & Shao-Wei Yeh & Mei-Yen Chen, 2021. "Constructing Sports Promotion Models for an Accessibility and Efficiency Analysis of City Governments," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    5. Shaojie Zhang & Xiannan Yang & Junren Cai, 2022. "Core Content, Experience and Enlightenment of CSR in the J-League," Sustainability, MDPI, vol. 14(21), pages 1-15, October.
    6. Junying Li & Jirawan Deeprasert & Rita Yi Man Li & Wei Lu, 2022. "The Influence of Chinese Professional Basketball Organizations’ (CPBOs’) Corporate Social Responsibility (CSR) Efforts on Their Clubs’ Sustainable Development," Sustainability, MDPI, vol. 14(19), pages 1-21, September.
    7. Francesca Pazzaglia & Angelica Moè & Sabrina Cipolletta & Monica Chia & Paola Galozzi & Stefano Masiero & Leonardo Punzi, 2020. "Multiple Dimensions of Self-Esteem and Their Relationship with Health in Adolescence," IJERPH, MDPI, vol. 17(8), pages 1-12, April.
    8. 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.

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