Consumer Attitudes toward Cause-Related Marketing Activities in Professional Sports

Abstract

Expenditures on cause-related marketing (CRM) have grown dramatically in the past decade. Consumers tend to have favorable attitudes toward businesses that support charities or causes. In professional sports, CRM is being employed by many leagues and teams as a way of “giving back” to communities and forging a bond between themselves and their target markets. However, very little is known about what consumers expect from sports teams and athletes in terms of cause support activities. This study examines consumers’ attitudes toward professional athletes and teams as cause marketers. Results of a telephone survey indicate that consumers have very high expectations of pro athletes and pro teams to be involved in their local communities. Other findings suggest that even though CRM is beneficial for building an athlete's image, the influence of CRM on consumers’ purchase intention is less for sports teams than for other types of businesses.