ESG Marketing Meets Sports Journalism: Media Framing and Public Perception of Corporate Responsibility in Athletic Sponsorships

This study investigates the role of journalistic media framing in shaping public perceptions of Environmental, Social, and Governance (ESG) sponsorships within the domain of sport. Integrating theoretical perspectives from framing theory, corporate social responsibility (CSR) communication, and brand authenticity, the research develops and empirically tests a conceptual model that links media narratives to perceived authenticity, brand trust, sponsorship evaluation, and overall brand attitude. Based on a cross-sectional survey of 345 respondents, the data were analyzed using Structural Equation Modeling (SEM) to evaluate both the measurement and structural components of the model. The results demonstrate that positively framed ESG sponsorships significantly enhance perceived authenticity (β = 0.61) and directly increase brand trust (β = 0.32). In turn, brand trust positively affects both sponsorship evaluation (β = 0.58) and brand attitude (β = 0.68). The proposed model accounts for substantial variance across key constructs, with R² values ranging from 0.46 to 0.62, indicating strong explanatory power. The study makes a theoretical contribution by bridging fragmented research streams across strategic marketing, media studies, and CSR in sport, offering a unified framework for understanding how journalistic mediation influences stakeholder interpretations of corporate responsibility. It positions media framing not as a neutral conduit, but as an active co-constructor of brand legitimacy and ethical perception. From a managerial standpoint, the findings offer actionable implications for brand communicators and media strategists operating in high-visibility sectors. The study advocates for the development of coherent, transparent, and context-sensitive communication strategies that align organizational ESG narratives with journalistic discourse, in order to maximize trust, engagement, and reputational value in an increasingly value-driven consumer landscape.