|Published online: June 20, 2014||$US5.00|
Professional sport teams have acknowledged and embraced the importance of community engagement for decades, with the understanding that strong relationships with local communities are essential for the success of the organization. However, despite the prevalence and magnitude of these activities, there is limited research on their impact on an organization’s success. The objective of the study was to investigate the differences in community engagement practices and strategies between professional sporting organizations operating within the same community. This comparative study examined four newly formed professional sport teams on the Gold Coast of Australia, only two of which survived their first three years of operation. Distinguishing features of community engagement practices between the teams in this investigation included community consultation, strategic direction, partnerships, and measurement and reporting of community engagement. This study has identified elements of community engagement that may ultimately contribute to greater positive impact and success of professional sporting organizations.
|Keywords:||Community Engagement, Corporate Social Responsibility, Professional Sport Management|
Teaching Fellow and PhD Candidate, Faculty of Business, Centre for Corporate Governance, University of Technology, Sydney, New South Wales, Australia