A Framework for Understanding Cause-Related Sport Marketing Programs

Abstract

To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be spent on cause-related efforts in 2002. Therefore, the purpose of this article is to set forth a framework for managing cause-related sport marketing programs. The framework is derived using both past research on causerelated marketing and branding theory. It theorizes the necessary conditions that must be present if the CRSM program is to result in the intended outcomes of 1) enhanced brand image, 2) enhanced brand loyalty and 3) consumer brand switching.