Cause-Related versus Non-Cause-Related Sport Events: Differentiating Endurance Events Through a Comparison of Athletes’ Motives, pp. 17-26

Amy Rundio
Bob Heere
Brianna Newland

In the crowded sport event market, differentiation strategy is key to the survival of event organizers. One way to differentiate an event is by adding a charity component. To understand how events attract athletes, this study compared the motives of athletes to participate in cause-related or non-cause-related sport events. Using the Motivations of Marathoners Scales (MOMS), participants rated motivations to attend either cause-related sport events or non-cause-related sport events. The five motivations important for all participants were General Health Orientation, Personal Goal Achievement, Weight Concern, Self-Esteem, and Affiliation motivations. Association with cause-related sport events attracted participants more for Self- Esteem, Recognition/Approval, Personal Goal Achievement, and Competition reasons. Non-cause-related events attracted participants more motivated by the Weight Concern motive. Overall, the psychographic differences for participating in either cause-related or non-cause-related events supported the view that adding a charity component to an event can add to the differentiation strategy of the organization.