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The social impact of sport: Marketing strategies for inclusion, community engagement and corporate benefit

Author

Listed:
  • Jones, Tanya K.

    (Adjunct Faculty, Department of Kinesiology, California State University, Fullerton, USA)

Abstract

Sport branding for athletes, teams and organisations is expanding rapidly due to the growth of social media. Over the past decade, sports organisations have reaped the benefits of corporate social responsibility and social impact branding through sport-for-development and sport-for-social-change (SFSC), as more consumers share their desire for eco-friendly, socially responsible and equitable brands. This paper addresses the benefits for companies that participate in social impact branding through SFSC, community engagement and social inclusion by examining the cases of Colin Kaepernick, Simone Biles, as well as strategies capitalising on US patriotism in National Football League marketing.

Suggested Citation

  • Jones, Tanya K., 2025. "The social impact of sport: Marketing strategies for inclusion, community engagement and corporate benefit," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 10(1), pages 94-101, December.
    • Handle: RePEc:aza:jcms00:y:2025:v:10:i:1:p:94-101
    as

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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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