Sports philanthropy tied to branding, bottom lines - Boston Business Journal:

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Meanwhile, few teams engagre in a formal process to track whethere their charitable work is makinyga difference. And whilw the majority of community relations staff working for sports organizationz characterize their teams as neutral about most also said the role of sports in addressing environmenta l and social needs likely will increase over the next Of the 45 sports teamsd that so far have participated anonymouslhy in Sportin Society’s survey — locally, the is the one team knowjn to have responded — 80 percent said philanthropy should have a dual good for communities, good for business.
In 89 percent of respondents said their philanthropifc work should benefit partnetrcompanies — for example, a team partnering with Kellogg’ws on a healthy eating initiative.