Corporate Social Responsibility in Greek Football:

what is the role of sports organizations

in building and/or strengthening fans’ social awareness.

by Ira Nikoletopoulou

Supervisor: David K. Stotlar, Ed. D.

Definition

Corporate Social Responsibility is

“the continuing commitment by business to behave ethically

and contribute to economic development while improving

the quality of life of their workforce and their families

as well as the local community and society at large”.

World Business for Sustainable Development (2000, p.6)

Importance of the research

CSR is relatively unexplored in Greece.

Social value of sport and especially football.

Examine the intentions of clubs

but mainly the response of the fans.

Economic conditions in Greece.

Research questions

1. Which are the management perceptions of fans’ views

on their CSR programs/strategies?

2. Which are the fans’ perceptions of CSR programs/strategies

by Greek football clubs?

3. What are the results of the comparison between management

and fans’ perceptions of CSR programs/strategies?

4. What recommendations can be made on how management

and fans’ perception of CSR programs/strategies will be better aligned?

The Greek football fan

Football 34%

Basketball 19%

Athletics 11%

Swimming 9%

Volleyball 8%

8 out of 10 believe that football is heading straight for

the worst and the main reasons for that are:

corruption of the people involved, hooliganism,

inadequate referees, lack of competition, poor

infrastructure and bad performance of the teams.

The vast majority of the fans (21%)

believe that their favorite teams

do not care about them. Metron Analysis (2015)

The Greek football fan

Tzoumaka (2014)

The factors that encourage the

fans to visit the stadiums are:

support for the team,

feeling of “belonging”,

“escape” from everyday life,

“indirect achievements” (related

to results), socialization

and interaction with others.

The discouraging factors are

similar to the research that was

presented in the previous slide,

adding lack of money

and “spoiled romance”

(everything has turned into

business).

Literature review

1. CSR in business

2. CSR and sport

3. CSR and football

4. CSR and fans / consumers

5. CSR in Greece

Literature review

Responsiball is an organization that supports

the progress of social responsibility at

football clubs. Every year they assess a club’s

commitment to SR – to the extent that

certain indicators are communicated

transparently – across three main pillars:

Governance, Community & Environment.

Responsiball ranking for the 2014/2015 season

Literature review

Fans clearly value the socially responsible efforts of their teams and

use this information especially when considering product selection

and/or favorably speaking of the organization. (Walker & Kent, 2009)

If the consumer feels a sense of credibility toward the organization,

they will be more inclined to pay price premiums and support the

team/organization in ways they may have not thought of previously.

(Walker & Kent, 2013)

Literature review

In difficult economic times, consumers may not have as a primary

motive to attend games or support the organization, but still CSR

reciprocation benefits are nonetheless important for the

maintenance and commitment. (Walker, Kent & Jordan, 2011)

Sport fans (like most individuals) will tend to seek out positive

information about elements that they endorse and may be

dismissive of information that is contradictory to existing

positive feelings. (Walker & Kent, 2009)

Literature review

Companies have the possibility to redirect CSR from a threat to an

opportunity during the crisis period. (Giannarakis & Theotokas, 2011)

Greece is ranked 4th globally in terms of rewarding responsible business.

1 in 3 people expect companies to be associated with issues linked to

the creation of a better society so as to consider them as socially

responsible. (Tokakis, 2014)

It is now commonly accepted that football clubs have a responsibility

towards the communities in which they operate. (Simeonidis, 2014)

Methodology

Type of research: Explanatory

Pure and primary research

Research design: Case study

A combination of qualitative and quantitative methods were used.

Data collection

Interviews

Katerina Kalliri (PR department

of Super League)

Nena Agorastou (Marketing department

of PAOK F.C.)

Aggeliki Arkadi (Communication &

PR Director and Deputy General Director

of AEK F.C.)

Survey

90 Greek fans completed

the questionnaire online

74,7% men & 25,3% women

18+ (youngest : 19 years old &

oldest: 75 years old)

No participants were excluded

based on the team they support.

Results from interviews

Football is a social phenomenon.

Sport organizations have to identify their responsibility

and translate it into a positive contribution to society.

Greek fans are socially conscious. CSR initiatives bring them

closer to their teams.

Digital media are widely used to communicate with the fans.

CSR should become the anti-crisis tool with a strategic role

in the effort to revive the country.

Results from survey

CSR: hope, offering, responsibility, solidarity, sensitivity,

participation, reciprocity

40,9% “to raise brand awareness”, 31,8% “to bring the force

of example and awaken their fans’ social awareness”

31% youth, 25,3% community, 20,7% philanthropy,

17,2% educational, 5,7% environment

Most of the fans are not aware of their teams’ CSR initiatives.

(limitation of the research)

Results from survey

51,7% “another day”, 25,8% “during half time”,

21,3% “before or after the match”

83,1% “all year round”, 11,2% on special occasions,

2,2% during holidays

A team’s engagement in CSR affect “directly and positively”

the opinion of the fans.

51,1% interested in participating as volunteers,

37,5% “do not know”, 11,4% “no”

46% would give money, 27,6 “no”, 26,4% “do not know”

Results from survey

Economic crisis:

- Can affect positively the teams’ efforts in CSR area.

- Reduces the money available for such activities.

- Should not be used as an excuse.

Suggestions:

- Fans more involved - Experienced staff

- Tool to fight hooliganism - Social awareness ads

- Partnerships between teams - Percentage of the tickets from each game

The comparison

Close connection between CSR and football.

Youth and community the first priorities.

Participation and support in different ways.

o Lack of confidence about the real motives of the teams.

o Communication gap between the two sides.

o Executives more optimistic about the effect of crisis.

Recommendations

Focus on improving the communication with the fans.

Launch of an autonomous CSR department

or set up foundations / charitable trusts.

Follow the example of several sport organizations from

other countries.

Create partnerships between organizations.

(government, non-government, private sector, sport industry)

Build a long-term CSR strategy.

Instead of… conclusion

“Sport has the power to change the world, it has the power to inspire.

It has the power to unite people in a way that little else does.

It speaks to youth in a language they understand.

Sport can create hope where once there was only despair.

It is more powerful than government in breaking down racial barriers.”

Nelson Mandela - Laureus World Sports Awards (Monaco, 2000)