The Implementation of CSR in European Football by Geoff Walters
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The Implementation of CSR in European Football by Geoff Walters
- 1. Corporate Social Responsibility in European Football Dr Geoff Walters Birkbeck, University of London
- 2. 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
- 4. 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
- 5. 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
- 6. 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
- 7. Managerial Challenges • Communication • Implementation • Stakeholder engagement • Measurement • Business case B i
- 8. 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
- 13. 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
- 14. Club Respondents Turnover Per cent of clubs More than €50m 22.6 €5m - €50m 29 €1m - €5m 19.4 €200,000 €200 000 - €1m 22.6 22 6 Under €200,000 , 6.5
- 16. Employee Initiatives p y
- 18. Factors that influence CSR
- 19. Institutional support for CSR
- 20. Implementation C p Challenges g
- 21. 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