<p>This study investigates how perceived corporate social responsibility (CSR) initiatives influence sports fans’ engagement, through the mediating roles of electronic word-of-mouth and value co-creation behaviours, and team identification. The model further examines the moderating roles of self-construal (interdependent or independent) of these relationships. By integrating these factors, the study addresses how psychological mechanisms shape fan engagement with CSR initiatives. Data was collected from an online survey of 386 sports fans recruited from social media. Partial least squares structural equation modelling and multigroup analysis were used to assess differences between fan groups. The findings reveal that team identification mediates the relationship between perceived CSR interactivity and both electronic word-of-mouth and value co-creation behaviours. Value co-creation behaviours serve as a mediator between perceived CSR interactivity and both quality of life and watching intention. Interdependent fans were more strongly influenced by perceived CSR interactivity in shaping their electronic word-of-mouth behaviours, whereas independent fans showed a stronger influence of team identification on electronic word-of-mouth. This research contributes to practice by highlighting the importance of customised CSR strategies based on fans’ psychological profiles. By understanding differences between interdependent and independent fans, sports organisations can enhance brand loyalty and engagement. The study also offers theoretical contributions on the mediating roles of team identification and value co-creation behaviours in CSR engagement, with recommendations for future research across diverse cultural and sports contexts.</p>