Social responsibility as a marketing communication tool. Slogan or change? Case study of Falco-Vulcano Energia KC Szombathely Crucial Catch campaign

Abstract

In our study, we examined the impact of the CSR campaign of the five-time Hungarian basketball champion Falco-Vulcano Energia KC Szombathely. It can be shown that since the 2010s, social responsibility has been a frequently used marketing communication tool of Western European sports clubs. In the 2020s, due to pandemics, wars and irresponsible corporate governance, people, potential consumers, are becoming more and more aware of CSR. At the same time, commercially based sports clubs have a very 102

important role in shaping society. Three research questions were asked to investigate the CSR activities of the basketball club in Szombathely. - What impact does it have on the marketing communication of the team? - The "campaign-themed" content shared during the campaign triggered a total of 2607 interactions. - Can it shape the awareness of the fans? - 88.3% of respondents knew what problem the campaign was highlighting - Do the fans support the CSR actions of the team? - 85% of respondents said that repeating such a campaign regularly helps to raise awareness and raise awareness of the problem.