The social impact of sport: Marketing strategies for inclusion, community engagement and corporate benefit

Sport branding for athletes, teams and organisations is expanding rapidly due to the growth of social media. Over the past decade, sports organisations have reaped the benefits of corporate social responsibility and social impact branding through sport-for-development and sport-for-social-change (SFSC), as more consumers share their desire for eco-friendly, socially responsible and equitable brands. This paper addresses the benefits for companies that participate in social impact branding through SFSC, community engagement and social inclusion by examining the cases of Colin Kaepernick, Simone Biles, as well as strategies capitalising on US patriotism in National Football League marketing. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.