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Enhancing the benefits of professional sport philanthropy: The roles of corporate ability and communication strategies

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  • Yuhei Inoue
  • Joseph E. Mahan III
  • Aubrey Kent

Abstract

► We examine how the benefits of professional sport philanthropy are enhanced. ► Corporate ability of a sport team increases consumer donation intention to its supporting cause. ► Perceived corporate ability negatively interacts with team identification. ► A donation of a large amount of money for a cause creates positive attitudes for a sport team.Building upon scholarly work on corporate associations, social identity, and corporate philanthropy, this study aimed to: (1) identify the effect of perceived corporate ability (CA) associations of professional sport organizations (PSO) on consumer support of their nonprofit partners and (2) understand communication strategies that enable PSOs to gain greater business benefits from their philanthropic activities. The results of an experiment supported the role of perceived CA in influencing consumer intentions to donate to a PSO's nonprofit partner, and further showed that this perception had a greater effect when respondents’ identification with the PSO was low. The finding also indicated that a message describing a PSO's donation of a large amount of money for a cause could create positive attitudes toward the PSO. These findings extend recent work on professional sport philanthropy by demonstrating that—under certain conditions—such an activity can enhance benefits for both PSOs and their nonprofit partners.

Suggested Citation

  • Yuhei Inoue & Joseph E. Mahan III & Aubrey Kent, 2013. "Enhancing the benefits of professional sport philanthropy: The roles of corporate ability and communication strategies," Sport Management Review, Taylor & Francis Journals, vol. 16(3), pages 314-324, July.
    • Handle: RePEc:taf:rsmrxx:v:16:y:2013:i:3:p:314-324
    DOI: 10.1016/j.smr.2012.10.003
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    Cited by:

    1. Schyvinck, Cleo & Willem, Annick, 2018. "A typology of cause-related marketing approaches in European professional basketball," Sport Management Review, Elsevier, vol. 21(4), pages 347-362.
    2. Kuang-Hua Hu & Fu-Hsiang Chen & Gwo-Hshiung Tzeng, 2016. "Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM," Sustainability, MDPI, vol. 8(7), pages 1-21, June.
    3. 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.
    4. Rayne, Daniel & Leckie, Civilai & McDonald, Heath, 2020. "Productive partnerships? Driving consumer awareness to action in CSR partnerships," Journal of Business Research, Elsevier, vol. 118(C), pages 49-57.
    5. Gianluca Gionfriddo & Francesco Rizzi & Tiberio Daddi & Fabio Iraldo, 2023. "The impact of green marketing on collective behaviour: Experimental evidence from the sports industry," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5349-5367, December.

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