The Influence of a Cause-Related Marketing Initiative on Attitudes Toward an Intercollegiate Athletic Department

Sport organizations often use cause-related marketing (CRM) initiatives to enhance their image. However, CRM initiatives often fall short of intended objectives. Utilizing signaling theory, this study examines how a CRM initiative may influence college students’ attitudes toward the athletic department. Respondents were shown a social media message promoting a mental health-related CRM initiative sponsored by an intercollegiate athletic department, and respondents’ attitudes toward the athletic department were compared pre- and postviewing the message. A repeated-measures analysis of covariance design was utilized to examine if message presentation and/or respondent gender affected the change in attitudes toward the athletic department. Results indicate that CRM initiatives positively impact attitudes toward athletic departments, and female respondents showed a more significant attitude change than male respondents. Findings suggest there is value in athletic departments engaging in CRM initiatives, especially when targeting female consumers.