Responsabilidade social corporativa no futebol e sua influência na relação entre clube profissional e comunidade local

Eduardo Nishida; Jacques Demajorovic; Dafne Oliveira Carlos de Morais

doi:10.5585/2024.24813

Authors

Eduardo Nishida University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo https://orcid.org/0009-0004-8084-1244
Jacques Demajorovic University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo, São Paulo https://orcid.org/0000-0001-6131-8790
Dafne Oliveira Carlos de Morais University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo, São Paulo https://orcid.org/0000-0001-9188-7900

DOI:

https://doi.org/10.5585/2024.24813

Keywords:

Corporate Social Responsibility, Football, Community

Abstract

Objective: To propose a model for analyzing the relationship between a professional football club and the local community, focusing on corporate social responsibility (CSR). Methodology:

Systematic literature review of 49 scientific articles on CSR in football published from 2011 to April 2022.

Originality: In the 1990s, football began a process of industrialization in which decision-making was guided by commercial interests, leading to the distance of the club from the local community. Recent ethical challenges involving the modality demand greater commitment from Professional Team Sports Organizations (PTSOs) with the sustainable development agenda, usually attributed to CSR programs. However, the investigations emphasize its instrumental character and focus little on community-oriented actions, sport for development (SFD), and social mobilization.

Results: It is suggested that one of the purposes of CSR is the reconstruction of the ties between club and community, whose process proves to be multidimensional (economic, integrative-political and ethical-emotional).

Theoretical contributions: To expand the body of Brazilian studies on CSR in football in a political-economic context that increases the pressure for profound changes in its governance structure.

Practical contributions: To propose a model capable of guiding the planning of CSR actions based on principles of sustainability and SFD, drawing attention to the aspects that can trigger social mobilization.

Downloads

Download data is not yet available.

Author Biographies

Eduardo Nishida, University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo

Master's in Business Administration. University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI

Jacques Demajorovic, University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo, São Paulo

Ph.D. in Education from the University of São Paulo - USP

Dafne Oliveira Carlos de Morais, University Center of Ignatian Educational Foundation Fr. Sabóia de Medeiros - FEI / São Paulo, São Paulo

Ph.D. in Business Administration from the Fundação Getúlio Vargas - FGV

References

Anagnostopoulos, C., Byers, T., & Shilbury, D. (2014). Corporate social responsibility in professional team sport organizations: towards a theory of decision-making. European Sport Management Quarterly, 14 (3), 259–281. https://doi.org/10.1080/16184742.2014.897736

Anagnostopoulos, C., Gillooly, L., Cook, D., Parganas, P., & Chadwick, S. (2016). Stakeholder Communication in 140 Characters or Less: A Study of Community Sport Foundations. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 28 (5), 2224–2250. https://doi.org/10.1007/s11266-016-9802-4

Babiak, K., Thibault, L., & Willem, A. (2018). Mapping research on interorganizational relationships in sport management: Current landscape and future research prospects. Journal of Sport Management, 32 (3), 272–294. https://doi.org/10.1123/jsm.2017-0099

Barbu, M. C. R., Popescu, M. C., Burcea, G. B., Costin, D. E., Popa, M. G., Păsărin, L. D., & Turcu, I. (2022). Sustainability and Social Responsibility of Romanian Sport Organizations. Sustainability (Switzerland), 14 (2), 1–17. https://doi.org/10.3390/su14020643

Beiderbeck, D., Frevel, N., von der Gracht, H. A., Schmidt, S. L., & Schweitzer, V. M. (2021). The impact of COVID-19 on the European football ecosystem – A Delphi-based scenario analysis. Technological Forecasting and Social Change, 165 (December 2020), 1–17. https://doi.org/10.1016/j.techfore.2021.120577

Bingham, T., & Walters, G. (2012). Financial Sustainability Within UK Charities: Community Sport Trusts and Corporate Social Responsibility Partnerships. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 24 (3), 606–629. https://doi.org/10.1007/s11266-012-9275-z

Blumrodt, J., Bryson, D., & Flanagan, J. (2012). European football teams' CSR engagement impacts on customer-based brand equity. Journal of Consumer Marketing, 29 (7), 482–493. https://doi.org/10.1108/07363761211274992

Breitbarth, T., Hovemann, G., & Walzel, S. (2011). Scoring strategy goals: Measuring corporate social responsibility in professional European football. Thunderbird International Business Review, 53 (6), 721–737. https://doi.org/10.1002/tie.20448

Brown, A., Crabbe, T., & Mellor, G. (2006). Football and its communities: final report. Manchester: Football Foundation and Manchester Metropolitan University.

CAPES (2020). Classification of Periodicals Quadrennial 2017 – 2020. Sucupira Platform. https://sucupira.capes.gov.br/sucupira/public/consultas/coleta/veiculoPublicacaoQualis/listaConsultaGeralPeriodicos.jsf

Carta Capital (2022). Seleções europeias desistem de usar braçadeira em apoio a LGBTs na Copa do Mundo. https://www.cartacapital.com.br/esporte/selecoes-europeias-desistem-de-usar-bracadeira-em-apoio-a-lgbts-na-copa-do-mundo

Castro-Martinez, M. P., & Jackson, P. R. (2015). Collaborative value cocreation in community sports trusts at football clubs. Corporate Governance: The International Journal of Business in Society, 15 (2), 229–242. https://doi.org/10.1108/CG-05-2014-0066

Chadwick, S. (2018). Policy Forum: Sport-washing, soft power and scrubbing the stains. Asian & The Pacific Policy Society, vol. 24. https://www.policyforum.net/sport-washing-soft-power-and-scrubbing-the-stains/.

Deloitte (2021). Annual review of football finance 2021. Manchester. https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/sportsbusiness- group/deloitt e-uk-annual-review-of-football-finance-2021.pdf>. Accessed on: 04 Oct. 2021.

De Siqueira, J. P. L., Pajanian, F., & Telles, R. (2015). Identification and classification of stakeholders in a Brazilian professional soccer club. Iberoamerican Journal of Strategic Management, 14 (3), 15–31. https://doi.org/10.5585/ijsm.v14i3.2067

Dowling, M., Leopkey, B., & Smith, L. (2018). Governance in sport: A scoping review. Journal of Sport Management, 32 (5), 438–451. https://doi.org/10.1123/jsm.2018-0032

Elkington, J. (2018). 25 Years Ago I Coined the Phrase “Triple Bottom Line”. Harvard Business Review, NA. https://hbr.org/2018/06/25-years-ago-i-coined-the-phrase-triple-bottom-line-heres-why-im-giving-up-on-it

European Club Association (2020). Fan of the future: defining modern football fandom. https://www.ecaeurope.com/media/4816/eca-fan-of-the-futuredefining- modern-football-fandom_website.pdf

EY (2020). Modelo “clube-empresa”: reflexão e panorama das principais ligas europeias. https://www.ey.com/pt_br

Faccia, A., Mataruna-dos-Santos, L. J., Helù, H. M., & Range, D. (2020). Measuring and monitoring sustainability in listed european football clubs: A value-added reporting perspective. Sustainability (Switzerland), 12 (23), 1–13. https://doi.org/10.3390/su12239853

Fernández-Villarino, R. (2021). Sustainability in the football industry: An approach to the gap between theoretical formulation and practical application, through the results of the social fair play project. Heliyon, 7 (6), 1–6. https://doi.org/10.1016/j.heliyon.2021.e07318

Fifka, M. S., & Jaeger, J. (2018). CSR in professional European football: an integrative framework. Soccer & Society, 21 (1), 61–78. https://doi.org/10.1080/14660970.2018.1487840

François, A., Bayle, E., & Gond, J. P. (2019). A multilevel analysis of implicit and explicit CSR in French and UK professional sport. European Sport Management Quarterly, 19 (1), 15–37. https://doi.org/10.1080/16184742.2018.1518468

Freeman, R. E. (1984). Managing in turbulent teams. In Strategic Management: a stakeholder approach. Pitman: University of Minnesota.

Gammelsæter, H. (2021). Sport is not industry: bringing sport back to sport management. European Sport Management Quarterly, 21 (2), 257–279. https://doi.org/10.1080/16184742.2020.1741013

Hamil, S., & Morrow, S. (2011). Corporate Social Responsibility in the Scottish Premier League: Context and Motivation. European Sport Management Quarterly, 11 (2), 143–170. https://doi.org/10.1080/16184742.2011.559136

Henderson, C., O'Hara, S., Thornicroft, G., & Webber, M. (2014). Corporate social responsibility and mental health: The Premier League football Imagine Your Goals programme. International Review of Psychiatry, 26 (4), 460–466. https://doi.org/10.3109/09540261.2014.924486

Hills, S., Walker, M., & Barry, A. E. (2019). Sport as a vehicle for health promotion: A shared value example of corporate social responsibility. Sport Management Review, 22 (1), 126–141. https://doi.org/10.1016/j.smr.2018.10.001

Jäger, J., & Fifka, M. (2020). A comparative study of corporate social responsibility in English and German professional football. Soccer & Society, 21 (7), 802–820. https://doi.org/10.1080/14660970.2020.1749052

Kolyperas, D., Morrow, S., & Sparks, L. (2015). Developing CSR in professional football clubs: Drivers and phases. Corporate Governance (Bingley), 15 (2), 177–195. https://doi.org/10.1108/CG-05-2014-0062

Kulczycki, W., & Koenigstorfer, J. (2016). Doing good in the right place: city residents' evaluations of professional football teams' local (vs. distant) corporate social responsibility activities. European Sport Management Quarterly, 16 (4), 502–524. https://doi.org/10.1080/16184742.2016.1164736

Lara, F. F. (2014). Responsabilidade Social Corporativa no Futebol do Brasil: Estudos de Caso com as Equipes do Campeonato Brasileiro Série A. Podium Sport, Leisure and Tourism Review, 03 (02), 01–11. https://doi.org/10.5585/podium.v3i2.49

Liu, D., & Schwarz, E. C. (2019). Assessing the community beliefs about the corporate social responsibility practices of professional football clubs in China. Soccer & Society, 21 (5), 584–601. https://doi.org/10.1080/14660970.2019.1704270

Liu, D., Wilson, R., Plumley, D., & Chen, X. (2019). Perceived corporate social responsibility performance in professional football and its impact on fan-based patronage intentions: An example from Chinese football. International Journal of Sports Marketing and Sponsorship, 20 (2), 353–370. https://doi.org/10.1108/IJSMS-06-2018-0059

Lombardi, R., Manfredi, S., Cuozzo, B., & Palmaccio, M. (2020). The profitable relationship between corporate social responsibility and human resource management: A new sustainable key factor. Corporate Social Responsibility and Environmental Management, 27 (6), 2657–2667. https://doi.org/10.1002/csr.1990

Lombardo, G., Mazzocchetti, A., Rapallo, I., Tayser, N., & Cincotti, S. (2019). Assessment of the economic and social impact using SROI: An application to sport companies. Sustainability (Switzerland), 11 (13), 1–21. https://doi.org/10.3390/su11133612

López Frías, F.J. (2018). Football transfers and moral responsibility. Soccer and Society, 19 (4), 560–572. https://doi.org/10.1080/14660970.2016.1221822

Manoli, A. E. (2015). Promoting Corporate Social Responsibility in the Football Industry. Journal of Promotion Management, 21 (3), 335–350. https://doi.org/10.1080/10496491.2015.1021501

Miragaia, D. A. M., Ferreira, J., & Carreira, A. (2014). Do stakeholders matter in strategic decision making of a sports organization? RAE - Revista de Administração de Empresas, 54 (6), 647–658. https://doi.org/10.1590/s0034-759020140605

Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of Who and What truly Counts. Academy of Management Review, 22 (4), 853–886. https://doi.org/10.5465/amr.1997.9711022105

Moyo, T., Knott, B., & Duffett, R. (2021). Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organizations in South Africa. Sport in Society, 25 (12), 1–19. https://doi.org/10.1080/17430437.2021.1945035

Oshimi, D., Yamaguchi, S., Fukuhara, T., & Tagami, Y. (2022). Calculating the Social Return on Investment of a Japanese Professional Soccer Team's Corporate Social Responsibility Activities. Frontiers in Sports and Active Living, 3 (736595), 1–12. https://doi.org/10.3389/fspor.2021.736595

Panton, M., & Walters, G. (2019). Stakeholder mobilization and sports stadium regeneration: antecedent factors underpinning the formation of our Tottenham community network. European Sport Management Quarterly, 19 (1), 102–119. https://doi.org/10.1080/16184742.2018.1524505

Paramio-Salcines, J. L., Downs, P., & Grady, J. (2016). Football and its communities: the celebration of Manchester United FC's Ability Suite. Soccer and Society, 17 (5), 770–791. https://doi.org/10.1080/14660970.2015.1100435

Paramio-Salcines, J. L., & Kitchin, P. J. (2013). Institutional perspectives on the implementation of disability legislation and services for spectators with disabilities in European professional football. Sport Management Review, 16 (3), 337–348. https://doi.org/10.1016/j.smr.2012.11.002

Pedersen, E. R. G., & Rosati, F. (2019). Organizational tensions and the relationship to CSR in the football sector. European Sport Management Quarterly, 19 (1), 38–57. https://doi.org/10.1080/16184742.2018.1546754

Poder 360°. (2023). Vini Jr. foi alvo de 10 ataques racistas de 2021 a 2023; relembre. https://www.poder360.com.br/esportes/vini-jr-foi-alvo-de-10-ataques-racistas-de-2021-a-2023-relembre/

Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89 (1–2), 1–17. https://doi.org/10.32591/coas.ojss.0201.04037b

Pritchard, A., Cook, D., Jones, A., Bason, T., & Salisbury, P. (2020). Building a brand portfolio: the case of English Football League (EFL) clubs. European Sport Management Quarterly, 22 (3), 1–19. https://doi.org/10.1080/16184742.2020.1802501

Raimo, N., Vitolla, F., Nicolò, G., & Polcini, P. T. (2021). CSR disclosure as a legitimation strategy: evidence from the football industry. Measuring Business Excellence, 25 (4), 493–508. https://doi.org/10.1108/MBE-11-2020-0149

Reiche, D. (2013). Drivers behind corporate social responsibility in the professional football sector: A case study of the German Bundesliga. Soccer and Society, 15 (4), 472–502. https://doi.org/10.1080/14660970.2013.842877

Ribeiro, J., Branco, M. C., & Ribeiro, J. A. (2019). The corporatization of football and CSR reporting by professional football clubs in Europe. International Journal of Sports Marketing and Sponsorship, 20 (2), 242–257. https://doi.org/10.1108/IJSMS-05-2017-0039

Rowe, K., Karg, A., & Sherry, E. (2018). Community-oriented practice: Examining corporate social responsibility and development activities in professional sport. Sport Management Review, 22 (3), 363–378. https://doi.org/10.1016/j.smr.2018.05.001

Røynesdal, Ø. B., van Nassau, F., Chng, N. R., Pereira, H., Andersen, E., Bunn, C. … Gray, C. M. (2021). Exploring the provision and motivations behind the adoption of health-promotion programs in professional football clubs across four European countries. PLoS ONE, 16 (11), 1–18. https://doi.org/10.1371/journal.pone.0259458

Sanders, A., Heys, B., Ravenscroft, N., & Burdsey, D. (2012). Making a difference: The power of football in the community. Soccer and Society, 15 (3), 411–429. https://doi.org/10.1080/14660970.2012.692675

Schyvinck, C., Naraine, M. L., Constandt, B., & Willem, A. (2021). A network perspective on cause-related marketing collaborations in professional sport. Sport Management Review, 25 (1), 81–105. https://doi.org/10.1080/14413523.2021.1877941

Spinak, E. (2019). Google Acadêmico, Web of Science ou Scopus, qual nos dá melhor cobertura de indexação?. SciELO em Perspectiva. https://blog.scielo.org/blog/2019/11/27/google-academico-web-of-science-ou-scopus-qual-nos-da-melhor-cobertura-de-indexacao/

Svensson, P. G., Andersson, F. O., Mahoney, T. Q., & Ha, J. P. (2020). Antecedents and outcomes of social innovation: A global study of sport for development and peace organizations. Sport Management Review, 23 (4), 657–670. https://doi.org/10.1016/j.smr.2019.08.001

Trendafiova, S., Ziakas, V., & Sparvero, E. (2017). Linking corporate social responsibility in sport with community development: an added source of community value. Sport in Society, 20 (7), 938–956. https://doi.org/10.1080/17430437.2016.1221935

Union of European Football Associations. (2018). UEFA Club Licensing and Financial Fair Play Regulations. Nyon: UEFA. https://documents.uefa.com/search/books?filters=FT_Competition~%2522Club+Licensing%2522*FT_Competition_custom~%2522Specific+Regulations%2522*FT_ContentType_custom~%2522Technical+Regulations%2522&content-lang=en-GB

Union of European Football Associations. (2021). Strength through unity 2030. Nyon: UEFA, 2021. https://editorial.uefa.com/resources/0270-13f888ffa3e5-931c597968cb-1000/uefa_football_ sustainability_strategy.pdf.

Vendramini, A.; Breviglieri, G. V., & Yamahaki, C. (2020). Potenciais implicações da pandemia da COVID-19 para a análise ASG. São Paulo: Centro de Estudos em Sustentabilidade da Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas. https://eaesp.fgv.br/producao-intellectual/potencials-implicacoes-pandemia-covid-19-para-analise-asg

Walker, M., Hills, S., & Heere, B. (2017). Evaluating a Socially Responsible Employment Program: Beneficiary Impacts and Stakeholder Perceptions. Journal of Business Ethics, 143 (1), 53–70. https://doi.org/10.1007/s10551-015-2801-3

Walters, G., & Anagnostopoulos, C. (2012). Implementing corporate social responsibility through social partnerships. Business Ethics, 21 (4), 417–433. https://doi.org/10.1111/j.1467-8608.2012.01660.x

Walters, G., & Panton, M. (2014). Corporate social responsibility and social partnerships in professional football. Soccer and Society, 15 (6), 828–846. https://doi.org/10.1080/14660970.2014.920621

Walters, G., & Tacon, R. (2011). Corporate Social Responsibility in European Football The Birkbeck Sport Business Centre. London: University of London. http://www.sportbusinesscentre.com/wp-content/uploads/2012/08/CSR2.pdf

Walzel, S., Robertson, J., & Anagnostopoulos, C. (2018). Corporate social responsibility in professional team sports organizations: An integrative review. Journal of Sport Management, 32 (6), 511–530. https://doi.org/10.1123/jsm.2017-0227

Zeimers, G., Anagnostopoulos, C., Zintz, T., & Willem, A. (2019). Organizational learning for corporate social responsibility in sport organizations. European Sport Management Quarterly, 19 (1), 80–101. https://doi.org/10.1080/16184742.2018.1546752

Zylbersztajn, D.; & Lins, C. (2010). Sustentabilidade e geração de valor: a transição para o século XXI. Rio de Janeiro: Elsevier Inc.