Sustainable Sports Branding Through Institutional Partnerships: A Csr Lens On Women’s Football Development In India

Abstract

In this paper, the author studies the impact of the initiative based on Corporate Social Responsibility (CSR) on the growth of the Indian women football, with particular emphasis on institutional partnership as an enforcer of long-lasting sports branding. The material was obtained as per the mixed- methods research strategy by surveying 250 respondents of different demographic backgrounds. The quantitative analysis shoStudyd that there is a significant positive measure betStudyen CSR initiated grassroots football companies and development of players and there is also significant positive measure betStudyen CSR communication strategies used and the perception by the people on the company brand image. Key challenges and enabling factors which according to descriptive analysis contribute to the sustainability of the CSR-based branding include less media coverage, lack of consistency in funding, and gender bias as key challenges and community engagement as enabling factors, strong partnerships, and supportive policies as enabling factors. The results are indicative of the twofold value of CSR that allows generating measurable social impact and augmenting brand equity. The research provides practice guidelines that stakeholders may develop to help implement effective, inclusive, and long-term CSR plans in India to develop the women football sport.