The main purpose of this study was to research the adoption of Cause-Related Marketing (CRM) and Social Marketing (SM) strategies by professional sports organizations (PSOs) in South Africa. The research showed positive evidence of South African PSOs’ engagement with CRM and SM activities. The results showed that the strategic potential of these elements was not the issue because of the lack of understanding of these concepts. This study was done by the Department of Sport and Recreation in South Africa. The qualitative research focused on the three major sports in South Africa which are soccer, cricket, and rugby.
CRM and SM are affected by the consumer, competitors, climate, and the company based on the fundamentals of sports marketing. One valid approach for this study is the marketing value chain which includes these steps: marketing actions, consumer mental health, market outcomes, and financial outcomes. It was used to assess the marketing value for PSOs and adapted to incorporate SRM activities to maximize the marketing potential in South African sports management. The questions had four marketing objectives including expanding participation, encouraging participation, encouraging public interest in sports, ensuring financial capability, and increasing the number of members of the organization.
The findings show that brand image and relationships with consumers were the most concerning for PSOs’. Consumer perceptions and behavior were influenced by CM and SM. The study discussed similarities and differences between CRM and SM while promoting good business practices for consumers and communities for PSOs.
Moyo, T., Duffett, R., & Knott, B. (2022). An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry. SAGE Open, 12(2). https://doi.org/10.1177/21582440221108181