Community Relations in Professional Sport Organizations: A View through the Lens of Social Anchor Theory

Abstract

The purpose of this chapter is to examine community relations as corporate social responsibility (CSR) engagements by sport organizations through the lens of social anchor theory. Specifically, this work explores whether and how sport organizations serve as social anchors in community, and what community relations approaches have the potential to facilitate professional sport organizations as social anchors. Findings are based on textual analysis of CSR reports and community relating websites of nine professional sport organizations in the United States. Findings suggest that sport organizations act as social anchors by identifying with social issues, celebrating diversity, equality, and inclusion (DEI), and incorporating the margins into sports. Overall, partnerships, community events, and players' community engagements are the community relations approaches with potential to establish sport organizations as social anchors. The proposed best practices illustrate the intersection of sport CSR initiatives, community relations, and DEI social programs.

Citation

Vanc, A.M. and Masler, K.M. (2021), "Community Relations in Professional Sport Organizations: A View through the Lens of Social Anchor Theory", Pompper, D. (Ed.) Public Relations for Social Responsibility (Communicating Responsible Diversity, Equity, and Inclusion), Emerald Publishing Limited, Leeds, pp. 165-178. https://doi.org/10.1108/978-1-80043-167-620211011