Given the significant and often negative impacts of sport mega-events on host nations, including high costs and lingering environmental challenges, many event organizers, such as the Fédération Internationale de Football Association (FIFA), began implementing corporate social responsibility (CSR) initiatives to generate positive effects while lessening negative perceptions. Despite the growing body of literature examining the practice of sport CSR, research on how global governing sport agencies implement and adapt these programs to reflect the culture of the host is lacking. This study begins to address this gap by exploring how FIFA tailored its CSR initiatives for the 2010 World Cup in South Africa and 2014 event in Brazil. Engaging in CSR is already a daunting task. For FIFA, this challenge was compounded because of the host nations’ complex social, political, and economic concerns, along with skepticism surrounding FIFA’s efforts because of its history of corruption, which recently culminated in an organizational scandal that prompted arrests of high-ranking officials and temporary banishment of its former president. To better investigate CSR using a critical lens, we draw from interdisciplinary research and employ a multi-case study approach to analyze FIFA’s CSR initiatives, arguing that these efforts largely failed to reflect cultural considerations, providing little benefit to Brazilians and South Africans. In doing so, we build upon Zaharna’s in-awareness approach to public relations by merging it with critical CSR research, demonstrating the need for sponsoring organizations to follow an in-awareness approach when practicing international CSR while also adopting participatory approaches that engage members of the affected community to increase and sustain the positive benefits of these initiatives.

中文翻译：

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“为了游戏，为了世界”：FIFA CSR举措分析

鉴于大型运动会对东道国产生重大且往往是负面的影响，包括高昂的成本和持续的环境挑战，许多赛事组织者，例如国际足球联合会（FIFA），已开始实施企业社会责任（CSR）计划，产生正面影响，同时减少负面看法。尽管有越来越多的文献研究体育企业社会责任的实践，但缺乏关于全球管理体育机构如何实施和调整这些计划以反映东道国文化的研究。这项研究通过探索国际足联如何针对南非2010年世界杯和巴西2014年世界杯量身定制其企业社会责任举措，开始解决这一差距。开展企业社会责任已经是一项艰巨的任务。对于FIFA，由于东道国对社会，政治和经济的复杂关切，加上国际足联因其腐败的历史而对国际足联努力的怀疑，这种挑战变得更加复杂，最近国际足联的腐败丑闻最终导致了组织丑闻的发生，该丑闻促使高级官员被捕并被临时驱逐出境。它的前总统。为了使用批判性视角更好地调查企业社会责任，我们借鉴了跨学科研究，并采用了多案例研究方法来分析FIFA的企业社会责任倡议，认为这些努力在很大程度上未能反映出文化因素，对巴西人和南非人没有多大好处。在此过程中，我们将Zaharna的公关意识方法与重要的CSR研究相结合，