Introduction

Tour d’horizon des pratiques de responsabilité sociale des clubs sportifs professionnels français

International audience

Responsabilité sociale des organisations sportives professionnelles.

Sport et éthique : enjeux et outils pour le marketing sportif

In light of the growing social pressure for increased attention to ethics, the call for a higher degree of corporate social responsibility and the recent scandals calling into question the quality of sports ethics (doping, violence, corruption, etc.), it is pertinent to explore the question of whether and how organizations in this sector are adapting their marketing strategies. This article presents a typology of the strategic stakes related to the integration of sports ethics in four types of organizations. Using this conceptual framework, a number of new marketing practices involving sports ethics are highlighted: credibility strategies involving new regulation actors, growing deontologic…