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Nfl---Social Performance of Organizations

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Assignment 1: Social Performance of Organizations
National Football League (NFL)
Diallo Jones
Dr. Antoinette Bridges
BUS 475 – Business and Society
Nov 2, 2014

Corporate social responsibility in professional sports first emerged from the idea that charitable endeavors and community outreach programs could help boost fan support and increase revenues. Today, many professional leagues and franchises use their social responsibility efforts as a way to improve their public relations and marketing strategies
( “Sports Philanthropy”, 2009). Increasingly, teams see social responsibility as critical in bridging the gap between athletes and fans as a result of astronomical player salaries and continued occurrences of player misconduct both on and off the field (Knecht,2007).More than ever before, sports franchises are using their athletes‟ celebrity-like status appeal to generate impact in the community, while leveraging these efforts to promote the image of their league and its teams.

The recent rise in CSR activities illustrate that professional sports franchises fully realize importance of image and reputation. According to Public Relations Quarterly, there is a positive and linear relationship between reputation and organizational success (Gibson,Gonzales&Castanon, 2006). Consequently, reputation is the single most valued asset of an organization (Gibson, Gonzales&Castanon, 2006). While positive reputations are beneficial to the success of individuals and organizations, negative reputations can damage and destroy individuals and organizations (Gibson, Gonzales&Castanon, 2006).The professional sports industry has seen this example many times. Recently, star swimmer and Olympic gold medal winner, Michael Phelps, was caught smoking marijuana while at a party. As a result, Phelps was suspended from competition by USA Swimming for three months (Van

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