Disruptive Cause-Related Marketing in Professional Sports: The Case of Devon Still and the Cincinnati Bengals: Abstract

Abstract

Corporate social responsibility (CSR) has become a fundamental element of managing professional sport properties (Irwin et al. 2003). CSR refers to a company’s commitment to reduce, minimize, or eliminate harmful effects of operating, while maximizing the long-term positive impact on society (Petkus and Woodruff 1992). Besides impacting society, there is ample support for the positive impact CSR activities can have on firm reputation. One common issue with CSR and CRM activities is a lack of strategic planning on the part of the firm (Porter and Kramer 2006).

This case study demonstrates the managerial conflicts and decision-making scenarios that can be associated with corporate social responsibility and cause-related marketing. Using the Cincinnati Bengals and their affiliation with NFL player Devon Still, we describe a series of events that led to an unplanned nation-wide cause campaign that resulted in the sales of more than 10,000 Devon Still jerseys benefitting pediatric cancer. We discuss the benefits and consequences of the fundraising program in the context of sport administration, CSR strategy, and corporate image. This case should be used to teach concepts and decision-making in business including those in sports marketing, public relations, business ethics, and strategic management.