Corporate social responsibility (CSR) has grown in importance to sport organizations as well as to the mega-events run by these organizations. This paper explores CSR initiatives related to Super Bowl XL in Detroit. Using Carroll's (Carroll, 1979, 1999) framework of CSR, we outline some of the key community outreach efforts initiated by the NFL and the Super Bowl Host Committee, and further, we discuss the ways in which these efforts might help in building the NFL's image as a professional sport league that takes its social responsibility seriously.
Get full access to this article
View all access options for this article.
References
1.
AhmedZ. U. (1991). Marketing your community: Correcting a negative image. Cornell Hotel and Restaurant Administration Quarterly, 31(4), 24.
CarrollA. B. (1979). A three-dimensional conceptual model of corporate social performance. Academy of Management Review, 4, 497–505.
7.
CarrollA. B. (1999). Corporate social responsibility: Evolution of a definitional construct. Business and Society, 38(3), 268–295.
8.
CarrollA. B. (2000). Ethical challenges for business in the new millennium: Corporate social responsibility and models of management morality. Business Ethics Quarterly, 10(1), 33–42.
9.
CarterK. L. (2005). Super Bowl will bowl for charity. Retrieved January 19, 2006, from http://www.freep.com
DeanD. H. (2003). Associating the cooperation with a charitable event through sponsorship: Measuring the effects on corporate-community relations. Journal of Advertising, 31(4), 77–88.
FileK. M., & PrinceR. A. (1998). Cause related marketing and corporate philanthropy in the privately held enterprise. Journal of Business Ethics, 17(14), 1529–1540.
14.
FoleyJ. (1998). Picking a philanthropic partner. Marketing Magazine, 103(33), 16–20.
15.
FriedmanM. (1962). Capitalism and Freedom. Chicago: University of Chicago Press.
16.
FriedmanM. (2002). Capitalism and Freedom (40th Anniversary ed.). Chicago: University of Chicago Press.
17.
GodfreyP. C. (2005). The relationship between corporate philanthropy and shareholder wealth: A risk management perspective. Academy of Management Review, 30(4), 777–792.
GuptaS., & PirschJ. (2005). The company-cause-customer ‘fit’ in cause-related marketing: A social identity perspective. Paper presented at the American Marketing Association Conference, Chicago.
HigginsK. T. (2003). Marketing with a conscience. Marketing Management, 11(4), 12–16.
22.
HowesD. (2006). Super Bowl XL has game-changing impact on Detroit. Retrieved January 18, 2006, http://www.detnews.com
23.
IrwinR., LachowetzT., & ClarkJ. (2003). Cause-related sport marketing: How should it work?International Journal of Sport Management, 4(3), 173–178.
24.
IrwinR., LachowetzT., CornwellT. B., & ClarkJ. (2003). Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions. Sport Marketing Quarterly, 12(3), 131–139.
25.
JenningsA. (2000). The Great Olympic Swindle. London: Simon & Schuster Ltd.
26.
JonkerJ. (2005). CSR wonderland: Navigating between movement, community and organization. Journal of Corporate Citizenship, 20, 19–22.
KottA. (2005). The philanthropic power of sport. Foundation News and Commentary. January/February, 20–25.
33.
LenskyjH. (2000). Inside the Olympic industry: Power, politics, and activism. Albany: SUNY Press.
34.
LewisS. (2003). Reputation and corporate responsibility. Journal of Communication Management, 7(4), 356–365.
35.
MargolisJ. D., & WalshJ. P. (2003). Misery loves companies: Rethinking social initiatives by business. Administrative Science Quarterly, 48(2), 268–289.
36.
MartinA. H. (2006). Homeless people to get Super Bowl party. Retrieved January 8, 2006, from http://www.freep.com
37.
MattenD., CraneA., & ChappleW. (2003). Behind the mask: Revealing the true face of corporate citizenship. Journal of Business Ethics, 45(1), 109–127.
38.
McAdamR., & LeonardD. (2003). Corporate social responsibility in a total quality management context: Opportunities for sustainable growth. Corporate Governance, 3(4), 36–49.
39.
McDonaldK. (2005). Metro Detroit Taubman Malls win host committee's first ok to sponsor an officially-sanctioned Super Bowl XL event. Retrieved January 4, 2006, fromhttp://www.taubman.com
40.
MeyerH. (1999). When the cause is just. Journal of Business Strategy, 20(6), 27–32.
41.
Michigan Economic Development Corporation. (2006). Super Bowl XL: Reaching out to the community (4). Lansing.
42.
MintzbergH. (1984). Who should control the corporation?California Management Review, 27(1), 90–116.
43.
MoirL. (2001). What do we mean by corporate social responsibility?Corporate Governance, 1(2), 16–22.
44.
MullenJ. (1997). Performance-based corporate philanthropy How ‘giving smart’ can further corporate goals. Public Relations Quarterly, 42(2), 42–49.
45.
MurrayS. (November 6, 2005). Turnaround dreams take root in Detroit. USA Today.
RobinsonR. (2005). Sports philanthropy: An analysis of the charitable foundations of major league teams. Unpublished Master's thesis, University of San Francisco.
van MarrewijkM. (2003). Concepts and definitions of CSR and corporate sustainability: Between agency and communion. Journal of Business Ethics,44(2/3), 235–247.
