Corporate Social Responsibility As a Risk Insurance Strategy For Sports Sponsorships

Stefan Walzel; Anton Behrens; Nicolas Reuland

doi:10.1108/IJSMS-01-2025-0024

Corporate Social Responsibility As a Risk Insurance Strategy For Sports Sponsorships

Titel in Übersetzung: Soziale Verantwortung von Unternehmen als Risikoversicherungsstrategie für Sportsponsorships

Stefan Walzel
, Anton Behrens
, Nicolas Reuland

Abteilung Sportbetriebswirtschaftslehre

Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung

Abstract

Hintergrund - Sponsoring als Plattform für Dienstleistungsengagement ist ein komplexes und schwieriges Unterfangen, da negative Vorfälle den Wert des Sponsorings gefährden können. Ziel dieser Studie ist es, zu untersuchen, inwieweit die Verknüpfung von Sponsoring mit Corporate Social Responsibility (CSR)-Aktivitäten das Risiko von Markenschäden für Sponsoren verringern kann.
Design/Methodik/Ansatz - Es wurde eine experimentelle Studie in einem 2x2-Zwischensubjekt-Design durchgeführt (CSR vs. kein CSR-Leveraging x positiver vs. negativer Dopingtest). Als abhängige Variablen dienten die Einstellung gegenüber dem Sponsor und der Widerstand gegenüber negativen Informationen über den Sponsor.
Ergebnisse - CSR-Leveraging (im Vergleich zu keinem CSR-Leveraging) hat einen signifikant positiven Effekt auf die Markeneinstellung des Sponsors. Der Effekt wird durch einen erhöhten Sponsoring-Fit vermittelt. Ein positiver Dopingtest des/der gesponserten Sportler(s) hebt jedoch die Wahrnehmung der erhöhten Sponsoring-Passung durch den CSR-Einsatz auf. Die Nutzung von Sponsoring mit CSR im Sport ist trotz möglicher Sportskandale, in die der/die gesponserte(n) Sportler verwickelt sind, von Vorteil.
Originalität - Diese Studie liefert empirische Beweise für den Einfluss anderer Akteure auf den Wert des Sponsorings und wie Sponsoren proaktiv Risiken im Sportsponsoring durch die Nutzung von Sponsoring mit CSR im Sport abmildern können.

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Titel in Übersetzung	Soziale Verantwortung von Unternehmen als Risikoversicherungsstrategie für Sportsponsorships
Originalsprache	Englisch
Zeitschrift	International Journal of Sports Marketing & Sponsorship
Jahrgang	17
Ausgabenummer	1
Seiten (von - bis)	135-153
Seitenumfang	19
ISSN	1464-6668
DOIs	https://doi.org/10.1108/IJSMS-01-2025-0024
Publikationsstatus	Veröffentlicht - 2025

UN SDGs

Dieser Output leistet einen Beitrag zu folgendem(n) Ziel(en) für nachhaltige Entwicklung

SDG 12 – Verantwortungsvoller Konsum und Produktion

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10.1108/IJSMS-01-2025-0024

Zitation

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title = "Corporate Social Responsibility As a Risk Insurance Strategy For Sports Sponsorships",

abstract = "Purpose – Sponsorships as service engagement platforms are a complex and difficult undertaking, as negative incidents might endanger the sponsorship value. The aim of this study is to investigate to what extent leveraging sponsorships with corporate social responsibility (CSR) activities can reduce the risk of brand damage for sponsors. Design/methodology/approach – An experimental study was conducted in a 2x2 between-subjects design (CSR vs no CSR-leveraging x positive vs negative doping test). Attitude toward the sponsor and resistance to negative information toward the sponsor served as dependent variables. Findings – CSR-leveraging (vs no CSR-leveraging) has a significant positive effect on the sponsor{\textquoteright}s brand attitude. The effect is mediated by increased sponsorship-fit. A positive doping test for the sponsored athlete(s), however, cancels the perception of increased sponsorship-fit from the CSR-leverage. Leveraging sponsorships with CSR in sport is beneficial despite possible sport scandals involving the sponsored athlete(s). Originality – This study provides empirical evidence for the influence of other actors on sponsorship value and how sponsors can proactively mitigate risks in sport sponsorship through leveraging sponsorships with CSR in sports. ",

author = "Stefan Walzel and Anton Behrens and Nicolas Reuland",

year = "2025",

doi = "10.1108/IJSMS-01-2025-0024",

language = "English",

volume = "17",

pages = "135--153",

journal = "International Journal of Sports Marketing \& Sponsorship",

issn = "1464-6668",

publisher = "Emerald Publishing",

number = "1",

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TY - JOUR

T1 - Corporate Social Responsibility As a Risk Insurance Strategy For Sports Sponsorships

AU - Walzel, Stefan

AU - Behrens, Anton

AU - Reuland, Nicolas

PY - 2025

Y1 - 2025

N2 - Purpose – Sponsorships as service engagement platforms are a complex and difficult undertaking, as negative incidents might endanger the sponsorship value. The aim of this study is to investigate to what extent leveraging sponsorships with corporate social responsibility (CSR) activities can reduce the risk of brand damage for sponsors. Design/methodology/approach – An experimental study was conducted in a 2x2 between-subjects design (CSR vs no CSR-leveraging x positive vs negative doping test). Attitude toward the sponsor and resistance to negative information toward the sponsor served as dependent variables. Findings – CSR-leveraging (vs no CSR-leveraging) has a significant positive effect on the sponsor’s brand attitude. The effect is mediated by increased sponsorship-fit. A positive doping test for the sponsored athlete(s), however, cancels the perception of increased sponsorship-fit from the CSR-leverage. Leveraging sponsorships with CSR in sport is beneficial despite possible sport scandals involving the sponsored athlete(s). Originality – This study provides empirical evidence for the influence of other actors on sponsorship value and how sponsors can proactively mitigate risks in sport sponsorship through leveraging sponsorships with CSR in sports.

AB - Purpose – Sponsorships as service engagement platforms are a complex and difficult undertaking, as negative incidents might endanger the sponsorship value. The aim of this study is to investigate to what extent leveraging sponsorships with corporate social responsibility (CSR) activities can reduce the risk of brand damage for sponsors. Design/methodology/approach – An experimental study was conducted in a 2x2 between-subjects design (CSR vs no CSR-leveraging x positive vs negative doping test). Attitude toward the sponsor and resistance to negative information toward the sponsor served as dependent variables. Findings – CSR-leveraging (vs no CSR-leveraging) has a significant positive effect on the sponsor’s brand attitude. The effect is mediated by increased sponsorship-fit. A positive doping test for the sponsored athlete(s), however, cancels the perception of increased sponsorship-fit from the CSR-leverage. Leveraging sponsorships with CSR in sport is beneficial despite possible sport scandals involving the sponsored athlete(s). Originality – This study provides empirical evidence for the influence of other actors on sponsorship value and how sponsors can proactively mitigate risks in sport sponsorship through leveraging sponsorships with CSR in sports.

U2 - 10.1108/IJSMS-01-2025-0024

DO - 10.1108/IJSMS-01-2025-0024

M3 - Journal articles

SN - 1464-6668

VL - 17

SP - 135

EP - 153

JO - International Journal of Sports Marketing & Sponsorship

JF - International Journal of Sports Marketing & Sponsorship

IS - 1

ER -

Corporate Social Responsibility As a Risk Insurance Strategy For Sports Sponsorships

Abstract

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