However, despite the importance of CSR in sports, little research has been done on the
topic. This paper uses a mixed-methods approach to gain a perspective on CSR in the
professional sports industry. The focus of this study is on three major professional sports
franchises: the National Basketball Association (NBA), the National Football Association
(NFL) and Major League Baseball (MLB). Each league has had to deal with image and
reputation problems as a result of player misconduct. As they work to rebuild their
reputation, CSR has been a defining aspect of their efforts. This study evaluates the
differences in CSR between leagues and explores the factors that influence their
involvement.