This study examined how corporate social responsibility (CSR) messages (differed regarding performance, similarity, and ranking) influence fans' pride and intentions to donate. An experimental design was used (n = 249), and eight newsfeeds were developed to examine CSR-winning effects. The empirical findings show that CSR-winning messages positively impact fans' pride and encourage them to participate in donation programs. Overall, this study suggests that CSR-winning messages invoke sport fans' pride and intentions to donate accordingly.