Exploring Corporate Social Advocacy (CSA) Practices within the International Olympic Committee: An Electronic Archival Research

Abstract

This study explores the International Olympic Committee’s (IOC) engagement in Corporate Social Advocacy (CSA) and offers insights into how the organization communicates its advocacy practices. Using a qualitative approach, the study conducted an electronic archival analysis of the IOC News website via the Wayback Machine. Out of 1,421 initially identified documents, 119 met the final selection criteria for analysis. Findings show that the IOC engages in CSA by addressing topics such as environmental sustainability (especially climate change) and human rights, with a focus on gender equality, LGBTQ+ inclusion, and refugee support. The IOC promotes environmental protection through partnerships, particularly with the United Nations, and encourages female leadership and refugee participation in sport. These findings expand CSA theory by showing that CSA is not always profit-driven but can also aim to influence global awareness and cultural change. The study also calls for a rethinking of what is considered “controversial” in CSA, especially in diverse sport governance settings.