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Sport, Corporate Social Responsibility und Sponsoring

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Zusammenfassung

Dem Sport wird aufgrund seiner enorm gestiegenen sozialen und wirtschaftlichen Bedeutung und der Vielzahl der ihm zugeschriebenen positiven Eigenschaften und Funktionen grundsätzlich bescheinigt, einen positiven Beitrag für die gesellschaftliche Wohlfahrt zu leisten. Der Begriff der gesellschaftlichen Verantwortung (CSR) ist kein klar definierter und abgrenzbarer Begriff. Die CSR-Definition der ISO 26.000 weist den wesentlichen Vorteil auf, dass diese alle Organisationen miteinschließt, unabhängig von ihrer Rechtsform. (Sport-)Sponsoring und CSR weisen einige Gemeinsamkeiten, aber auch Unterschiede auf, die eine synonyme Verwendung der Begriffe bzw. Konzepte ausschließen. CSR ist ein übergeordneter Managementansatz. Sportsponsoring als einzelnes Kommunikationsinstrument sollte dagegen in das CSR-Gesamtkonzept einer Organisation integriert und an der CSR-Strategie ausgerichtet werden.

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Notes

  1. 1.

    Der englische CSR-Begriff wird häufig mit „sozialer Verantwortung von Unternehmen“ ins Deutsche übersetzt. Dies führt jedoch oft gleichzeitig zu einem begrenzten Verständnis des Konstrukts, indem ausschließlich auf die sozialen Aspekte abgestellt wird. CSR umfasst neben der sozialen Dimension aber noch weitere, wie bspw. Umwelt und Ökonomie, sodass nachfolgend der CSR-Begriff als gesellschaftliche Verantwortung verstanden wird und so einem umfassenderen und weitreichenderen Verständnis entspricht.

  2. 2.

    Der Begriff und die Abkürzung „CSR“ hat sich in Wissenschaft und Praxis so stark etabliert, dass CSR und die gesellschaftliche Verantwortung einer Organisation synonym verwendet werden. Gleichzeitig wird unter CSR die gesellschaftliche Verantwortung von Organisationen allgemein verstanden, unabhängig von deren Rechtsform.

  3. 3.

    Ähnlich wie beim CSR-Begriff wird unter CSI das gesellschaftlich unverantwortliche Verhalten von jeglicher Organisation unabhängig von ihrer Rechtsform verstanden.

  4. 4.

    Varadarajan und Menon (1988, S. 60) definieren Cause-related Marketing (CrM) wie folgt: „The process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives.“

  5. 5.

    Inklusive Hersteller von E-Zigaretten sowie deren Aroma- und Zusatzstoffe.

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  1. Institut für Sportökonomie und Sportmanagement, Deutsche Sporthochschule Köln, Köln, Deutschland

    Stefan Walzel & Manfred Schubert

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  1. Stefan Walzel
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  2. Manfred Schubert
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Correspondence to Stefan Walzel .

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Walzel, S., Schubert, M. (2018). Sport, Corporate Social Responsibility und Sponsoring. In: Sportsponsoring. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-55246-9_7

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  • DOI: https://doi.org/10.1007/978-3-662-55246-9_7

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  • Publisher Name: Springer Gabler, Berlin, Heidelberg

  • Print ISBN: 978-3-662-55245-2

  • Online ISBN: 978-3-662-55246-9

  • eBook Packages: Business and Economics (German Language)

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