The social responsibilities of businesses have been used as a strategy to achieve the goal of regime stability. Businesses have performed socially diverse and responsible activities such as cultural, academic, and arts activities. However, consumers have recognized these socially responsible activities of businesses as marketing activities of businesses seeking profit. Thus, questions have been brought out about the direction of their socially responsible activities. It has been said that their activities need to be broadened to the environment, the media, and the sports business. Some businesses have recently begun to be involved in the arena of sports among their socially diverse and responsible activities. In this session, through the case study of SK, we will see how to apply CSR to the sports area and discuss the direction of CSR development.