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Cleo Schyvinck, Kathy Babiak, Bram Constandt, and Annick Willem

Despite the widespread growth of corporate social responsibility (CSR) initiatives in sport, the majority of professional sport teams still manage social engagement in an opportunistic manner. Tactical attempts toward CSR management can provide discrete and short-term benefits, but lack the ability to create lasting social and economic impacts. This study uses an entrepreneurship perspective to study CSR management in sport. More specifically, it builds on the concept of corporate social entrepreneurship (CSE) to study the transition toward more strategic CSR approaches. Through an in-depth study of a single professional soccer case in Belgium, the drivers of CSE and their relation to strategic CSR development and implementation were explored. The findings indicate the importance of having an intrapreneur, an enabling organization, and, to some extent, stakeholder alliances. Challenges, however, arise at the level of organizational culture and aiming for shared value creation.

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Cindy Lee, Hyejin Bang, and David J. Shonk

As professional sport teams’ involvement with corporate social responsibility (CSR) activities are prevalent and expected by the public, there has been more attention on the factors that can influence consumers’ reactions to CSR activities. This study investigated the influence of two factors—corporate image and organization choice of communication vehicle—on individuals’ responses, perceived motive, and change of attitude to a professional team sports organization’s CSR activities. A total of 225 usable surveys were collected from a university located in the southern region of the United States for data analyses. The study showed that corporate image had a main effect on perceived motives, M unfavorable = 5.07, M favorable = 5.60, F(1, 216) = 6.38, p < .05, ηp2=.03, and attitudes, M unfavorable = 4.64, M favorable = 5.49; F(1, 216) = 18.34, p < .05, ηp2=.08, toward the team due to CSR activities, while there was no main effect for the professional team sports organization’s chosen communication vehicle, F(2, 217) = 1.09, p > .05, for their CSR activities. The importance of building good corporate image and communicating CSR activities to the fan base are also discussed.

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Jennifer Hamer, Ben Desbrow, and Chris Irwin

In the last decade, there has been greater appreciation of the harmful consequences of Relative Energy Deficiency in Sport (RED-S), particularly in adolescent female athletes. Coaches act as both important moderators in the development of the condition and as identifiers of athletes at risk. Research suggests that coaches lack knowledge on this topic. At present, it is unclear if RED-S education is incorporated into coach accreditation pathways. The aim of this scoping review was to describe the extent to which RED-S education is incorporated into the coach accreditation pathways of endurance sporting organizations. Five national sporting organizations (Cycling Australia, Athletics Australia, Swimming Australia, Triathlon Australia, and Rowing Australia) were contacted to participate. First, each sporting organization’s website was scoped, then semi-structured interviews were conducted online. One investigator transcribed each interview verbatim. Transcripts were analyzed for thematic content. Four of the sporting organizations provided little to no RED-S education. Rowing Australia delivered a program of RED-S content via an affiliated sports dietitian. The barriers identified for implementation of RED-S content were: limited time, resources, and coaches’ preexisting knowledge and beliefs. Based on these results, RED-S education is, indeed, lacking in some coach accreditation programs for endurance-based sporting organizations. Support for these organizations is required to overcome existing barriers and to facilitate inclusion of RED-S education within the coaching curriculum to support female athlete health.

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Gareth M. Barrett, I. Sherwin, and Alexander D. Blackett

Although the sport of rugby union has expanded globally in both the men’s and women’s formats recently, there remains an under-representation of women coaches across all contexts. Research has focused its analysis on the under-representation of women coaches in a select few sports such as soccer. No extant research has empirically analyzed this under-representation within rugby union. This study addressed this research lacuna on why this under-representation exists from the perspective of 21 women rugby union coaches based within the United Kingdom and Ireland. The specific research objective was to analyze the coaches’ lived experiences of attending formal coach education courses in rugby union. Data were collected through individual semi-structured interviews. Data were analyzed thematically and conceptualized via an abductive logic against LaVoi’s Ecological-Intersectional Model and Pierre Bourdieu’s species of capital. Supportive and positive themes reported how the coach education courses had been delivered in a collegiate and lateral manner. Courses thus acted as settings where greater amounts of cultural and social capital could be acquired from both course tutors and peers. This enabled social networks to be made that were used for continual professional development beyond the courses. Barriers and negative experiences orientated upon the lack of empathy imparted by course tutors on account of men having fulfilled these roles on most occasions. Recommendations on how national governing bodies can improve the experiences of women coaches attending future coach education courses are discussed.

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Natalie M. Welch, Jessica L. Siegele, and Robin Hardin

Women continue to struggle to reach senior-level leadership positions in collegiate sports, and ethnic minorities face the challenges due to their ethnicity as well. This research examined the experiences and challenges of ethnic minority women who are collegiate athletic directors at predominantly White institutions (PWIs). Semistructured interviews were conducted with eight participants using intersectionality as a theoretical framework. Three themes emerged from the data analysis: (a) intersectional challenges, (b) questions of competence, and (c) professional support. The women were continually battling the idea of having to prove themselves and negotiating the challenges of being an ethnic minority woman working in collegiate athletics. They credit their professional networks as a valuable resource during their career progression. The women noted that sexism was more prevalent in their experiences than issues related to their ethnicity. The masculine athletic director stereotype persists in collegiate sports, but the findings of this study can contest the notion of a standard leadership identity that has long been perceived as a White man.

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Nicky Lewis, Walter Gantz, and Lawrence A. Wenner

Using an active audience perspective, this study examines the wide-ranging in-person and second-screen behaviors that occur while viewing live sports. A national sample of participants (N = 630) was surveyed about their live sports viewing behaviors while watching a normal game, a close game, and one where the outcome was clear. Viewers concurrently engaged in a variety of game-related and unrelated activities, many involving additional screens and a social dimension (e.g., talking about the game with others in person and through media, hanging out with family/friends). Games that were not close encouraged more activity than games that were close. Sports fanship was positively associated with game-related behaviors but not unrelated behaviors. In all, live sports viewing involves a wide array of simultaneous in-person and second-screen activity, with some of that activity focused on the sporting events themselves, and other activities focused on meeting the responsibilities of daily life.

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Terry Eddy, B. Colin Cork, Katie Lebel, and Erin Howie Hickey

Research on sport sponsors’ use of social media has begun to emerge, but, to date, limited research has examined how sponsors are using social media as an activation platform to engage with followers. Thus, the purpose of this research was to examine differences in follower engagement with regard to sponsored Twitter posts from North American professional sport organizations, based upon the focus, scope, and activation type of the sponsored messages. This manuscript consists of two related studies—Study 1 employed a deductive content analysis, followed by negative binomial regression modeling, to examine differences in engagement between message structures defined by focus and scope. Study 2 featured an inductive content analysis to investigate differences in engagement between different types of activations. The findings suggest that, in general, more passive (or less overt) forms of sponsor integration in social media messages drive more engagement among followers.