CorpComms Magazine

Sports sponsorship is an ideal way for companies to fulfil their social and community organisations and should be seriously considered as part of a CSR strategy, according to a new report.

Corporate and Social Responsibility and Sports Sponsorship, published by International Marketing Reports, claims that many companies have previously ignored sports initiatives preferring to support environmental or arts-based projects.

But those companies who have chosen sports based CSR projects have actually benefited significantly. For example, Kellogg's has a history of supporting community sports causes that link its cereals with enjoying a healthy lifestyle.

It has sponsored the Amateur Swimming Association for more than ten years. All 1.8m certificates awarded each year have visible branding for Kellogg's, which also outlines its relationship with the association and the benefit of swimming on its cereal packs.

Kellogg's has found that employees feel good about its sponsorships, which boost morale and can help recruit and retain staff. Employees are also encouraged to participate in swimming activities, while Kellogg's occupational health teams have joined forces with local leisure and health facilities to launch a Fit for Life scheme.

Author Steve Hemsley adds: 'Sport boasts values that all socially-responsible businesses should be striving for. These include fair play to everyone involved including employees, customers and suppliers, transparency and opportunities for all to succeed, as well as good community relations.'

He adds that it is important that companies choose a cause and sport that has a synergy with its own mission statement and values, as well as products and services.

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