Sustainability and Corporate Social Responsibility
"Sustainability is a comprehensive approach to management of organizations focused on creating and maximizing long-term economic, social and environmental value. It is a response to the challenges of the modern world facing organizations from the public and private sectors." Deloitte
CSR & sustainability goals are explicit in the corporate mission statements of Fortune 500 brands heavily invested in sports and entertainment sponsorships. Companies like NRG, Tork, Braskem and others partner with the Philadelphia Eagles to impact fan attitudes and behaviors not simply in favor of their brands, but in favor of the environment in which they live.
Brands see added value to partnerships that include "sport for development" of young people, communities and society at large.
What is missing? Measurement of the impact of partnership assets to generate change in the way people feel, think and behave--consistent with the specific goals of the sponsor. Management and measurement go hand-in-hand, along with managing relationships.
NRG | Reliant Energy expressly seeks to enhance three key behaviors: recycle, conserve energy, and reduce waste. Are fans at the Texans' Reliant Stadium or the Eagles' Lincoln Financial Field more likely to recycle, conserve energy and reduce waste because of the long term, nine-figure deals NRG/Reliant has with these properties? In turn, are they more loyal to NRG/Reliant?
When venues go cashless and contactless with Fiserv's ByPass Mobile, do fans appreciate the frictionless and seamless service and attribute it to the property and its partners?
When Arc'teryx sponsors athletes like Adam Campbell, funds energy efficient supply chain projects, makes gear with lower environmental impact, and donates to others aligned with their Do Right campaign, what is the impact on consumer choice?
With respect to COVID relief, NFL teams, owners, and players contribute finances, repurpose facilities, donate or deliver meals, provide personal protective equipment, offer ticket concessions or assurances, and provide benefits to essential workers. When fans see the cumulative effort, does it influence passion and loyalty to the team and corporate partners?
That's where we come in. In partnership with Kristen Fulmer (Recipric), we work alongside the brand and the property to verify and refine CSR/Sustainability goals and the assets employed to achieve them. Setting benchmarks, we measure the impact of the assets in the campaign on changing fan attitudes and behaviors toward the sponsor and changing their own actions.
Year-over-year progress reports, with segmentation filters, provide insights for continuous improvement over the course of the agreement.