ABSTRACT
Beyond the win and loss columns, sports provide a venue for encouraging fandom and a sense of community Sports can provide space for rallying communities in crisis – such as in the aftermath of Hurricanes Katrina and Sandy (Freeman, 2013; McDonnell, 2012) – and for creating traditions that bind fans as friends and family (Branscombe and Wann, 1991). Recently, sport organizations have started embracing their role as central members of the communities in which they operate. Through philanthropic and charitable endeavors, sports leagues and teams are increasingly being positioned as organizations that contribute more than the pleasure of athletic competition. Statements by the National Football League’s (NFL) Roger Goodell reveal that his league provides annually $10 million in grants, runs a $150 million NFL Youth Football Fund, and has encouraged “the NFL, its teams, players, and fans” to donate millions of dollars in emergency relief support (National Football League, 2011). Similarly, David Stern of the National Basketball Association (NBA) stated that “there is a fundamental belief throughout our organization and our teams that we have an obligation to be leaders in social responsibility. In some ways, the government agencies don’t do the same job they used to do. So sports has an opportunity to lead by calling attention to certain issues, whether we’re building houses or working hard to develop places where kids can learn and play” (Leaders Magazine, 2012, para. 12). It is apparent that corporate social responsibility (CSR) has become integral to sport organization operations.
