Exploring the organisational factors that facilitate or impede the implementation of corporate social responsibility (CSR) in four sports organisations based in eThekwini

Abstract

The increasing social consciousness among consumers has led to a heightened expectation for organisations to engage in practices that reflect social responsibility (Chatzopoulou and de Kiewiet 2021: 521). Corporate social responsibility (CSR) is defined as an organisation's social and ethical responsibilities to society that go beyond its financial commitments (Carroll and Brown 2018: 42-45). In the sports industry, CSR initiatives have grown significantly due to professionalisation, globalisation, and commercialisation, which have enhanced the financial power and societal influence of sports organisations (Walzel, Robertson and Anagnostopoulos 2018: 1; Carlini, Pavlidis, Thomson and Morrison 2021: 1). The aim of this study was to examine organisational factors that facilitate or impede the implementation of CSR in four sports organisations located in eThekwini, KwaZulu Natal: Hollywoodbets Dolphins, KZN Netball, KZN Tennis Association, and KZN Golf Union. Using a qualitative approach, data was collected through interviews with public relations and communications managers selected via the key informant technique (Moyo, Duffett and Knott 2020: 6). The findings highlight that staff involvement in the board, professionalism of individuals, and innovative capacity are key facilitators. Local knowledge contributed by staff enables effective responses to local needs despite the absence of formal qualifications. Financial autonomy emerged as an obstacle to CSR implementation. Findings also indicate that the size of an organisation is not a definitive determinant of CSR success. The study recommends aligning CSR objectives with core values and integrating CSR into organisational operations. Leveraging internal strengths can enhance CSR impact and sustainability within sports organisations.