The purpose of this study is to examine how corporate social responsibility (CSR) initiatives influence Generation Z’s engagement with the NFL. By focusing on key CSR dimensions—environment, social justice, health, education, and patriotism—the research explores their impact on behavioral intentions, including attendance, word-of-mouth, and electronic word-of-mouth. This study aims to provide actionable insights for sports organizations, emphasizing the importance of aligning CSR strategies with Generation Z’s values to foster stronger connections and drive positive engagement. The findings contribute to the growing understanding of effective CSR practices in the context of sport marketing and sponsorship.
This study employs a survey-based quantitative research design, utilizing Structural Equation Modeling (SEM) to analyze the influence of corporate social responsibility (CSR) initiatives on Generation Z’s engagement with the NFL. Data were collected using a structured questionnaire to measure the impact of five CSR dimensions—environment, social justice, health, education, and patriotism—on behavioral intentions, including attendance, word-of-mouth, and electronic word-of-mouth. SEM was used to test relationships between CSR dimensions and engagement outcomes, ensuring robust analysis and actionable insights for sport organizations.
The study found that Generation Z’s engagement with the NFL is significantly influenced by CSR initiatives. Among the five CSR dimensions, social justice and environmental efforts had the strongest impact on behavioral intentions, including attendance, word-of-mouth, and electronic word-of-mouth. Authenticity and alignment with Generation Z’s values emerged as critical factors driving positive engagement. The findings highlight the importance of tailoring CSR initiatives to resonate with this demographic, offering actionable insights for sports organizations to foster stronger connections and enhance brand loyalty through targeted, values-driven strategies.
This study explores how CSR initiatives impact Generation Z’s connection to the NFL. By focusing on five key areas—environment, social justice, health, education, and patriotism—it highlights how values-driven strategies resonate with younger audiences. The research emphasizes authenticity, showing that Gen Z values brands aligning with their beliefs. Using Structural Equation Modeling (SEM), it provides actionable insights for sports organizations to design CSR efforts that foster engagement, loyalty, and positive brand perception.
