The Conceptualisation of the Role of Professional Sport in Achieving Sustainable Development Goals

Recent literature argues that businesses have embraced socially inclined business practices.
Similarly, the sport industry has engaged socially responsible business strategies, which studies have
shown to have some positive marketing related outcomes for the professional sport organisations
(PSOs). This proposes that PSOs can strategically identify, target, and address social issues that are
in line with the sustainable development goals (SDGs) to further the government’s SDG agenda.
Moreover, the study identified a gap in literature and practice about professional sport roles toward
the achievement of the SDGs. Following an interpretivist approach, the study used a qualitative data
collection strategy to collect empirical evidence to support the arguments presented in the paper. Indepth
interviews were used to interview 10 key informants in 6 PSOs in South Africa. The findings of
the study revealed that while PSOs engaged in socially responsible business practices, particularly in
their marketing strategies, they did not strategically identify or address social issues. The study
showed that government could partner with PSOs to further their SDG agenda and make
contributions to sport business literature. Furthermore, the study proposed best practices for making
contributions to the SDG agenda while remaining relevant in the business environment.