Sport as a vehicle for health promotion: a shared value example of corporate social responsibility

Hills, Stephen, Walker, Matthew and Barry, Adam E. (2019) Sport as a vehicle for health promotion: a shared value example of corporate social responsibility. Sport management review, 22 (1). pp. 126-141. ISSN 1441-3523

Hills, Walker & Barry (2018).pdf - Accepted Version

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Abstract / Description

Professional sport organizations are increasingly encouraging physical and mental wellness by developing and deploying health promotion activities via socially responsible programming and messaging. However, delivery, deployment, and scope issues, all of which limit observable and sustainable impacts on health promotion and behavior, encumber many socially responsible programs. The authors frame the study using a shared value perspective to demonstrate that sport managers can effectively promote health when the professional sport organization is concurrently attempting to deliver social and business value. To illustrate this approach, the authors used a health-related intervention program funded and delivered by a professional sport league as the research context. The authors undertook a mixed-method, quasi-experimental study to determine the potential to achieve social value (e.g., physical health and mental wellness) and business value (e.g., team, league, and sport affinity, and patronage). The results show that the business-centric effects were stronger among a group of youth beneficiaries than they were among some health- and wellness-centric variables. The authors discuss the significant effects through a shared value lens and posit several areas for future research.

Item Type: Article
Uncontrolled Keywords: Corporate Social responsibility, Physical Health, Mental Wellness, Shared Value
Subjects: 600 Technology > 610 Medicine & health
700 The arts; fine & decorative arts > 790 Recreational & performing arts
Department: Guildhall School of Business and Law
Depositing User: Stephen Hills
Date Deposited: 27 Feb 2019 09:12
Last Modified: 21 Apr 2020 11:11


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