FiT Publishing

This paper examines the role of league-cause fit, perceived sincerity, and intentions to support campaigns of league-wide cause-related sport marketing (CRSM). Using the context of the National Football League (NFL) and the tenets of schema theory and social identity theory, we demonstrate potential backlash effects of featuring “hometown” team imagery in league-wide CRSM campaigns. The results of three experiments suggest that while a cause perceived as high fit to the league (Wounded Warrior Project) may facilitate better overall response, fans exposed to campaign imagery featuring their...Read more

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were...Read more

Many studies have demonstrated that cause-related marketing (CRM) can impact consumer choice, but its impact can depend on many factors. In this study, we examined the role that team identification can play in the relationship between CRM and consumer choice of team-licensed products. A discrete choice experiment with 119 college students indicates that CRM influenced consumer choices of team-licensed products. Participants preferred team-licensed products that support a cause with a broad appeal. However, this preference was mostly evident among those participants with a low...Read more