media content has been driven by altruism, with little to no focus on the commercial aspects of sport. Of course, one could argue that there is likely to be a positive brand association derived from the altruistic posts highlighted above that can translate to longer-term commercial benefits. The
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Stirling Sharpe, Charles Mountifield, and Kevin Filo
Samuel López-Carril and Christos Anagnostopoulos
if necessary at all), this altruistic behavior can be capitalized upon in the future through well-thought-out follow-up CSR initiatives. b. If altruism is extremely difficult during such moments, creating a new generation of fans by steering all CSR initiatives toward them and generating social media
Marlene A. Dixon
different situations and demands from coaches, teammates, and friends. I have learned about altruism and friendship from my daughter Avery, who endlessly supports her friend group and helps champion each of their distinctive gifts. I have learned so much about listening and loving people from my husband
