Author(s): Sofia Kotsori, Konstantinos Petrakis, Konstantina Katsora and Stylianos Kaprinis

Abstract:
Corporate Social Responsibility is a contemporary ever-evolving field for the materialization of socially responsible initiatives on the part of sports organizations, since sport can influence the lives of citizens in a multidisciplinary manner at regional, national and global level. The purpose of this study was to examine the assumption of responsible social roles on the part of Greek professional sports organizations and in conjunction to exploring the extent of CSR implementation in Greek sports club corporations. The sample consisted of nine football and ten basketball club corporations, which compete in professional leagues in Greece. For the needs of the study, qualitative research was utilized using the semi-structured interview method. The interview protocol included the following thematic axes, (a) concept and implementation of corporate social responsibility within the sports organization, (b) perceived benefits and effects of implementing CSR strategies and Perceived Constraints for CSR actions in the organization. The empirical data were analyzed and interpreted through thematic analysis. The results of the study showed that CSR is perceived mainly through its social and charitable dimension, but also through its positive environmental footprint. The benefits that sports organizations derive from socially responsible actions are recognition, a positive impact on public image, and enhancement of the corporate brand. Due to their social profile, organizations attract positive media coverage, gain favorable publicity and visibility, establish a beneficial brand name reputation, which helps to find sponsors and consequently, improve financial performance; at the same time, the fan base and loyalty increases. There is a positive linear correlation between corporate social responsibility and club sustainability. Some perceived constraints are high business costs and reduced profitability for football clubs, while basketball club corporations identify lack of expertise and qualified staff as well as lack of time as such. However, only few organizations have integrated CSR into their organizational structure and the absence of central coordination and management by a dedicated team, poses a threat to their sustainable business development.

Pages: 132-137  |  416 Views  228 Downloads

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