Sport sponsorship as a community engagement tool : Spinneys Dubai 92 Cycle Challenge

Abstract

Community engagement is at the heart of this study and the main objective is to help organisations in the Middle East like Spinneys Dubai to build on their CSR strategy to impact community development more effectively by aligning themselves with the objectives and priorities of the UAE Government. As a UAE Government entity, the Dubai Sports Council encourages the development of sport such as cycling throughout the region with the aim of increasing community participation to fight against health issues such as obesity and diabetes, especially among local Emiratis. The UAE Government relies on corporate citizens such as Spinneys Dubai to engage with the community, including Emirati women and children, through educational health programmes; to empower these families to make better health choices; and to introduce them to recreational activities such as cycling. Corporate citizens, Promoseven Sports Marketing Agency, as the event organiser, and Spinneys Dubai, as the title sponsor of the Spinneys Dubai 92 Cycle Challenge, determined that the community in Dubai is interested in living an active and healthy lifestyle. They want to feel part of a group, however, needed a safe and stress-free outdoor environment to exercise. Accordingly, they initiated sustainable sport initiatives, such as the weekly ‘Dubai Cycle Safe’ and monthly Spinneys Build-up rides, to help the community to build on their strength and to prepare for the main race in December, The Spinneys Dubai 92 Cycle Challenge. The main purpose of this study is to determine which strategic corporate social responsibility (CSR), communication and social marketing strategies for sport sponsorship are being used by the food retailer Spinneys Dubai, to engage with the community; to encourage participation and motivate behavioural change; and to evaluate how effective and efficient these strategies are through all their communication channels including in store, radio, branding, social media, website, emails and public relations. The investigation determines how Spinneys Dubai use sport sponsorship as an effective community engagement tool as part of their CSR corporate culture to build a positive brand image and drive customer loyalty. To support community development effectively, it is important that Spinneys Dubai offer meaningful social, hedonic and utilitarian experiences to build long-term relationships and trust, therefore the research determines how CSR communication is used by the organisation is to create community health, fitness and safety awareness. The results of this study will provide more insight on how sport sponsorship can be used as a community engagement tool and how Spinneys Dubai can communicate with its stakeholder groups more effectively through strategic communication management and to ultimately grow the number of participants year on year in particular, and cycling as a sport in general, in the United Arab Emirates.