Abstract
One of the advantages that Johann Olav Koss and Right to Play observed in eschewing the word “Olympic” in their name was that it broadened the possibilities for corporate funding beyond the International Olympic Committee’s preferred partners. The increasing corporate support of non-governmental organization-delivered sport-for-development efforts was a hallmark of the early twenty-first-century institutionalization of Sport for Development and Peace. This process extended well beyond Right to Play, served corporate branding and public relations efforts, and at the same time generated important partnerships that engaged in substantive development work in the global South. Some projects were funded by charities and foundations that involved high-profile celebrities and athletes, while others resulted from the increasing emphasis placed on “corporate social responsibility” by major multinational corporations, operating both within and beyond the sport industry.
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Notes
- 1.
Lyndsay M.C. Hayhurst and Bruce Kidd, “Corporate Social Responsibility, Sport, and Development,” in International Sport Management, eds. Ming Li, Eric MacIntosh, and Gustavo Bravo (Urbana-Champaign, IL: Human Kinetics, 2011), 345–57. See Table 16.1.
- 2.
Abagail McWilliams and Donald Siegel, “Corporate Social Responsibility: A Theory of the Firm Perspective,” Academy of Management Review 26, no. 1 (2001): 117–127, cited in Paul C. Godfrey, “Corporate Social Responsibility in Sport: An Overview and Key Issues,” Journal of Sport Management 23, no. 6 (2009): 704. Similarly, Archie B. Carroll defines CSR as management and business practices that are “economically profitable, law abiding, ethical and socially supportive”; Archie B. Carroll, “Corporate Social Responsibility: Evolution of a Definitional Construct,” Business & Society 38, no. 3 (1999): 286.
- 3.
Hela Sheth and Kathy M. Babiak, “Beyond the Game: Perceptions and Practices of Corporate Social Responsibility in the Professional Sport Industry,” Journal of Business Ethics 91, no. 3 (2010): 443. Elsewhere, Hayhurst and Kidd, “Corporate Social Responsibility,” have differentiated CSR from philanthropy and cause-related marketing. For our purposes, though, CSR is a useful umbrella term for drawing attention to and discussing the increased attention paid to sport and social development within the corporate world.
- 4.
Aaron C.T. Smith and Hans M. Westerbeek, “Sport as a Vehicle for Deploying Corporate Social Responsibility,” Journal of Corporate Citizenship, no. 25 (2007): 25.
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- 11.
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- 12.
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- 13.
The Steve Nash Foundation, https://stevenash.org/, accessed 10 July 2018.
- 14.
Hayhurst and Kidd, “Corporate Social Responsibility,” 346, 351.
- 15.
Dave Prescott and Joe Phelan, “Shared Goals Through Sport: Getting a Sustainable Return for Companies and Communities,” International Business Forum, 2008, 2 (cited in Hayhurst and Kidd, “Corporate Social Responsibility,” 350), https://www.sportanddev.org/sites/default/files/downloads/27__shared_goals_through_sport_getting_a_sustainable_return_for_companies_and_communi.pdf, accessed 10 July 2018.
- 16.
Robert S. Millington, “Basketball With(out) Borders: Interrogating the Intersections of Sport, Development, and Capitalism” (Master’s thesis, Queen’s University [Canada], 2010), 2.
- 17.
Roger Levermore, “CSR for Development Through Sport: Examining its potential and limitations,” Third World Quarterly 31, no. 2 (2010): 223.
- 18.
See Levermore, “CSR for Development Through Sport,” 225–7. Similarly, Hayhurst and Kidd, “Corporate Social Responsibility,” 347, have identified nine categories of Global Corporate Social Engagement activities in the field of sport and international development: CSR, professional sport leagues philanthropy, cause-related marketing, private foundation philanthropy, sport celebrity diplomacy, consumer-based philanthropy, social entrepreneurship, corporate-NGO partnership, and market multilateralism.
- 19.
Hayhurst and Kidd, “Corporate Social Responsibility,” 348.
- 20.
Cited in Levermore, “CSR for Development Through Sport,” 224.
- 21.
Levermore, “CSR for Development Through Sport,” 224.
- 22.
Ibid., 224.
- 23.
Roger Levermore, “The Paucity of, and Dilemma in, Evaluating Corporate Social Responsibility for Development through Sport,” Third World Quarterly 32, no. 3 (2011): 557–8.
- 24.
Hayhurst and Kidd, “Corporate Social Responsibility,” 347.
- 25.
Sarah Banet-Weiser and Roopali Mukherjee, “Introduction: Commodity Activism in Neoliberal Times,” in Commodity Activism: Cultural Resistance in Neoliberal Times, eds. Roopali Mukherjee and Sarah Banet-Weiser (New York and London: New York University Press, 2012), 1.
- 26.
Michael D. Giardina, “One day, one goal? PUMA, corporate philanthropy and the cultural politics of brand ‘Africa’,” Sport in Society 13, no. 1 (2010): 135, emphasis original.
- 27.
Ibid., 138.
- 28.
Levermore, “CSR for Development Through Sport,” 229.
- 29.
Lyndsay M.C. Hayhurst and Courtney Szto, “Corporatizing Activism Through Sport-Focused Social Justice? Investigating Nike’s Corporate Responsibility Initiatives in Sport for Development and Peace,” Journal of Sport and Social Issues 40, no. 6 (2016): 528.
- 30.
Hayhurst and Kidd, “Corporate Social Responsibility,” 353.
- 31.
Ibid.
- 32.
Lyndsay M.C. Hayhurst, “Girls as the ‘New’ Agents of Social Change? Exploring the ‘Girl Effect’ Through Sport, Gender and Development Programs in Uganda,” Sociological Research Online 18, no. 2 (2013), 1.1, http://www.socresonline.org.uk/18/2/8.html, accessed 12 July 2018.
- 33.
Nike Foundation, cited in Hayhurst and Kidd, “Corporate Social Responsibility,” 353.
- 34.
Patricia Mooney Nickel and Angela M. Eikenberry, “A critique of the discourse of marketized philanthropy,” American Behavioral Scientist, 52, no. 7 (2009): 974–989.
- 35.
For example, Wilson et al. have discussed the modest but significant successes of elite runners in Kenya in supporting sport-based peace-building activities. Brian Wilson, Nicolien Van Luijk, and Michael K. Boit, “When celebrity athletes are ‘social movement entrepreneurs’: A study of the role of elite runners in run-for-peace events in post-conflict Kenya in 2008,” International Review for the Sociology of Sport, 50, no. 8 (2015): 929–957.
- 36.
Levermore, “CSR for Development Through Sport,” 230.
- 37.
Ibid., 237.
- 38.
Ibid., 236.
- 39.
See Levermore, “CSR for Development Through Sport”; Levermore, “The Paucity of, and Dilemma in.”
- 40.
Levermore, “The Paucity of, and Dilemma in,” 559.
- 41.
This critique was often made in specific reference to monitoring and evaluation practices.
- 42.
Lyndsay M. Hayhurst “Corporatising sport, gender and development: Postcolonial IR feminisms, transnational private governance and global corporate social engagement,” Third World Quarterly 32, no. 3 (2011): 531–549; Lyndsay M. Hayhurst, “The ‘Girl Effect’ and martial arts: Social entrepreneurship and sport, gender and development in Uganda,” Gender, Place & Culture, 21, no. 3 (2014): 297–315.
- 43.
Hayhurst and Szto, “Corporatizing Activism”; Levermore, “CSR for Development Through Sport.”
- 44.
See Roger Levermore, “Sport-in-international development: Theoretical frameworks,” in Sport and International Development, eds. Roger Levermore and Aaron Beacom (Basingstoke: Palgrave Macmillan, 2009), 26–54.
- 45.
Hayhurst and Szto, “Corporatizing Activism,” 538.
- 46.
Hayhurst “Corporatising sport, gender and development”; Hayhurst and Szto, “Corporatizing Activism,” 533: “Nike is (a) using CR discourses to increase profits and contribute to the bottom line and (b) focusing on instigating international and domestic policy change and broader (corporatized) social change through its private and moral authority and position as a prominent ‘player’ in SDP.”
- 47.
Levermore, “The Paucity of, and Dilemma in,” 555, 552.
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Darnell, S.C., Field, R., Kidd, B. (2019). Corporations, Charities, and Celebrities: SDP in the Era of Corporate Social Responsibility. In: The History and Politics of Sport-for-Development. Global Culture and Sport Series. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-43944-4_10
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