Using Corporate Social Responsibility to mitigate the effects of the global pandemic in the sport industry: the case of NBA Together




Henry, Rick
Picariello, Manuela

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Several sporting associations have dedicated a large amount of money to a number of campaigns and community outreach projects for corporate social responsibility (CSR). This is due to the intertwined rather than independent institutions between sport and society because sports organizations do not function in a close system, isolated from society (Porter & Kramer, 2002; Wood, 1991). The Covid-19 pandemic has brought this consideration to a new level. Numerous sporting organizations are concerned about the spreading of the virus to athletes, fans, and the public through preventable outbreaks (Tarlow, 2017). This study confirms that CSR operations are "context-dependent and ever-changing, based on community needs and the availability of resources" (Trendafilova et al., 2017, p.948). The NBA seems to have understood the complex essence of CSR and was able to pivot its efforts to meet community needs during an ongoing crisis by embracing this view, based on a new CSR platform.


Creative Arts and Research Symposium
Creative Arts and Research Symposium