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The Implementation of CSR in European Football by Geoff Walters
Corporate Social Responsibility inEuropean Football Dr Geoff Walters Birkbeck, University of London
Corporate Social Responsibility• During the p g past 25 y 5 years, events have increased , the importance of and concern about corporate responsibility: ▫ I Increasing awareness of social and i f i l d environmental challenges ▫ Corporate scandals of the 1990’s and 2000 s 1990 s 2000’s ▫ The rise of the multi-national corporation ▫ Global financial crisis
Corporate Social Responsibility p p y• Definition issues• CSR has no single, agreed-upon definition but has broad meaning and scope• No universal definition or theory of CSR can adequately capture the range of issues that CSR can cover• CSR will mean different things to different stakeholders• CSR is understood broadly as organizational behaviour that aims to affect stakeholders positively and that g p y goes beyond the organization’s economic interest
Corporate Social Responsibility• An understanding of CSR may differ significantly between organizations of different size• Most research still adopts a large firm focus – a lack of focus on SMEs• 23 million SMEs in Europe, accounting for 99 per cent of all enterprises• The EU has recognised this issue
Corporate Social Responsibility• The rationalization of CSR• CSR historically seen as a charitable or philanthropic activity• More recently it has evolved into a strategic tool• It is belie ed that CSR can ha e economic believed have benefits for organizations
Managerial Challenges• Communication• Implementation• Stakeholder engagement• Measurement• Business case B i
CSR and European Football• Football is potentially a way to address issues such as: p y y - health - education - crime reduction - community cohesion - social capital• CS i i i i CSR initiatives by football organisations may h b f b ll i i have a greater impact than commercial organisations• CSR initiatives are becoming more p g prominent throughout football
CSR in European Football• Survey sent to 730 clubs from all 53 top leagues in Europe• Measured what it is that clubs are d i l b doing• http://www.sportbusinessce ntre.com/research/research ntre com/research/research papers/UEFA%20Report
Club RespondentsTurnover Per cent of clubsMore than €50m 22.6€5m - €50m 29€1m - €5m 19.4€200,000€200 000 - €1m 22.6 22 6Under €200,000 , 6.5
Key Findings• A large majority of the football clubs are involved in a variety of CSR initiatives – particularly around the community and employees it d l• There are differences between large clubs and small clubs in relation to the types of CSR activity that they implement• There are many clubs for which CSR has not been formalized within the organizational structure –the the extent of formalization impacts on implementation• Resource constraints, making connections with the , g community, and securing funding are the three most significant challenges to CSR implementation