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28 J. Legal Aspects Sport 138 (2018)
Social Responsibility in Sports: A Call for a Systematic Approach

handle is hein.journals/jlas28 and id is 138 raw text is: Journal ofLegalAspects ofSport, 2018,28,138-150 https://doi.org/I0.18060/22568 9 Jason Chung Social Responsibility in Sports: A Call for a Systematic Approach Jason Chung* There appears to be a general understanding among stakeholders in the sports industry that its organizations have a distinct responsibility to engage in socially responsible behavior and works. This has resulted in a plethora of types of activities undertaken as part of this social responsibility of sports (SRS). However, efforts to measure and systematize SRS activities to gauge effectiveness and impact have provento be a challenge. Much as with corporate social responsibility efforts in other industries, the sheer breadth and diversity of motives and modes of engagement for SRS activities often obfuscate goals and metrics for success. This paper outlines such challenges and provides a framework for engaging in SRS in a manner that advances both organizational and societal goals. It also argues that the desire to do good among sports organizations must be complemented by a systematic approach and consistent program evaluation using mixed methodological methods to maximize the impact of SRS dollars. Should the sports industry be able to agree and commit to such an approach, it can serve as an example for responsible and effective social engagement to other industries. Introduction Due to the expansive nature of what is captured by activities performed under the social responsibility of sports (hereafter SRS), systematizing and measuring outcomes of such activities has been a complicated exercise. However, systematically selecting, measuring, and analyzing the economic benefits derived from SRS programs can assist teams and leagues in refining existing SRS programs and choosing new ones. Effective measurement methods include periodic surveying of key stakeholders and monitoring stakeholder action. The attitudes of corporate partners can be solicited to determine the impact of SRS initiatives on sponsorship decisions. Media reports can be analyzed to determine which kinds of SRS programs are picked up and which are not. Fan input can be solicited to inform the actual development of social responsibility programs and to examine attitudes toward existing programs. It is likely that using stakeholder opinion and behavior research to refine social responsibility strategy can increase economic gains. * Jason Chung, BCL/LLB, is a senior research scholar at New York University (NYU) Sports and Society; email: jason.chungMnyu.edu 4)-

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