All the News That's Fit to Print? How the Media Frames Professional Athlete Philanthropy

This study analyzes how US media frames professional athlete philanthropy, examining over 100 newspaper articles from 2005-2017. The qualitative analysis identified recurrent frames, revealing that athlete charitable efforts are often linked to personal/emotional connections, economic perspectives, or moral underpinnings. The adapted frame matrix highlights these salient themes in media coverage. Managerial implications for teams, leagues, and athletes are discussed, emphasizing how media representation shapes public perception of athletes’ social impact. The research contributes to understanding the intersection of sport, media, and philanthropy.