Sport and ethics: stakes and tools for marketing of sport[Sport et éthique : enjeux et outils pour le marketing sportif]

In light of the growing social pressure for increased attention to ethics, the call for a higher degree of corporate social responsibility and the recent scandals calling into question the quality of sports ethics (doping, violence, corruption, etc.), it is pertinent to explore the question of whether and how organizations in this sector are adapting their marketing strategies. This article presents a typology of the strategic stakes related to the integration of sports ethics in four types of organizations. Using this conceptual framework, a number of new marketing practices involving sports ethics are highlighted: credibility strategies involving new regulation actors, growing deontological production and increasingly responsible investments (citizenship sponsoring, corporate sports sponsorship, new control tools, etc.). These practices provide examples of new ways of incorporating sports values and rationalizing investments.