Managing Corporate Reputation: The Influence of Marathons on Commercial Banks’ Corporate Reputation in Zambia

Poorly executed Corporate Social Responsibility (CSR) activities can damage corporate reputation if they are perceived as opportunistic or insincere. This study explored the influence of marathon sponsorships on the corporate reputation of commercial banks in Zambia from a corporate management perspective. A qualitative phenomenological research design was employed, with data collected through in-depth interviews involving ten industry experts drawn from the marketing, public relations, and marathon athletics sectors in Lusaka. Data were analysed using Atlas.ti Version 24 through an inductive thematic approach. Three major themes and eleven subthemes emerged from the analysis: perceptions of marathon sponsorship as a contributor to corporate image, identification and mitigation of reputational risks, and the alignment of marathon sponsorship with corporate values. The findings indicate that marathon sponsorships enhance brand visibility, strengthen community goodwill, and generate positive social impact. However, their effectiveness depends on strategic alignment with broader Corporate Social Responsibility objectives, robust reputation management systems, and meaningful stakeholder engagement. The study concludes that marathon sponsorship can serve as an effective corporate reputation management strategy when integrated within long-term CSR initiatives. It recommends that commercial banks embed marathon sponsorships within comprehensive CSR frameworks, strengthen internal communication, and implement structured mechanisms for monitoring and evaluating their reputational impact.