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| 1 |
ID:
095056
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| Publication |
2010.
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| Summary/Abstract |
Recent publications have highlighted the growth of sport as a vehicle in deploying corporate social responsibility (CSR) programmes or for disseminating international development initiatives. However, very little has been written on the considerable increase of the use of sport with corporate social responsibility to further social and economic development. This will expand as a range of CSR for development initiatives are being launched to coincide with mega-sports events in the coming years, starting with the 2010 football World Cup. This article addresses this gap by charting the ways in which sport is being used by businesses (ranging from multinational corporations to sports federations) as part of discrete development initiatives. It highlights the opportunities (notably developing partnerships and reaching those alienated from traditional development) and limitations associated with this. Limitations form around Stefano Ponte et al's typology of CSR initiatives, which is used to highlight the fact that many projects are poorly linked to core business objectives and are therefore less likely to be taken seriously and succeed. A lack of evaluation and the tarnished reputation of sport are other problems associated with CSR for development through sport.
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| 2 |
ID:
105410
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| Publication |
2011.
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| Summary/Abstract |
Corporate social responsibility (csr) and sport-often in combination with each other-are being increasingly voiced as vehicles that assist various forms of social and economic development, particularly in years with mega-sporting events like the 2010 football World Cup. However, there is little evidence of evaluation to demonstrate that csr-for-development or sport-for-development works (especially over time). This article examines the extent to which evaluation of csr for development through sport has been undertaken, with specific reference to the 2010 World Cup-an event portrayed as displaying developmental virtues. The research highlights not only a paucity of evaluation for csr for development in general and csr for development through sport in particular (as discussion on evaluation largely revolves around financial performance, often from the perspective of the corporation) but also a dilemma: when prevailing techniques of evaluation of mainstream development are conducted, a concern is raised that the techniques implemented are overly managerial or one-dimensional, representing a crass tick-box mentality that fails to address the contextual environment in which development is delivered and steeped in unequal power relations. As a result, the critical development perspective can point to a further element that highlights the paucity and inherent problems of csr for development.
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