CSR and Sport in Kenya. Another path to Development?

Abstract: The pressure on businesses to act ethically and to get involved in the development area has increased. At the same time, the strength of sportsas a vehicle for development is highlighted from various worldly respected leaders and organizations. The research maps the emerging field of businesses responsibility, development andsport in Kenya. Fifteen companies, which operate in the Kenyan market, are investigated froman internal, external and philanthropic aspect. In addition, the relationship between businesses and two sport non-governmental organizations (sport NGO) is explored to assess theprospect for partnerships. The findings outlines that the inclusion of sport in the investigated businesses varies. The majority of the researched companies are employing sport through team building activities, staff wellbeing, sponsorship, by fundraising sport events and through sport NGOs. Moreover, the two sport organizations are argued to be good implementers ofcorporate social responsibility (CSR). The research concludes that sport is considered a good tool for development but it should not be used to conceal companies’ core businesses. Sport can be utilized to a greater extent in the Kenyan context and it should be further integrated into businesses’ strategies.