Finnish Football Teams and Corporate Social Responsibility - All to play for
Suokas, Eetu (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022082919686
https://urn.fi/URN:NBN:fi:amk-2022082919686
Tiivistelmä
Corporate social responsibility has long traditions in the corporate world. Companies both small and large have played an essential role in implementing socially responsible activities. However, there are other major players involved in contributing to this matter and one of them is sports teams. Sports teams have a massive number of followers, and they are important societal actors both regionally and globally in the same way as traditional companies. Of all the sports, football is the most popular one and its value to society is enormous.
The objective of the research was to understand the role of corporate social responsibility within the Finnish main league football teams. In addition, the aim was to investigate how corporate social responsibility activities can be further increased in team operations. The research relied on a qualitative approach, and it was carried out in the form of a multi-case study strategy.
Primary data was gathered through semi-structured interviews with three Veikkausliiga team representatives. Furthermore, an interview with the Football Association of Finland representative was conducted to acquire a holistic picture of the corporate social responsibility activities implemented by the teams. Secondary data was collected from teams and the Football Association's official websites. An adapted theoretical framework specifically designed to assess involvement in CSR in a professional sports context was selected to assist the process of data analysis and interpretation of the results.
For the three Finnish football teams, the findings revealed a diverse level of involvement in CSR activities and a detailed description of the operations which allows the activities to be compared with each other. On a general level, teams’ CSR efforts are directed to promote the well-being of kids and young people through various measures. An integral part of the activity is also charity work and different campaigns. The findings showed that additional resources are needed to further increase CSR activities within the team's operations. In addition, teams perceived the Football Association as an important developer of activities, allocator of resources, and processor of ideas for increasing CSR operations. Furthermore, the findings show that rewarding based on CSR activities could be reckoned option to further increase teams' motivation and therefore commitment to various CSR initiatives.
The objective of the research was to understand the role of corporate social responsibility within the Finnish main league football teams. In addition, the aim was to investigate how corporate social responsibility activities can be further increased in team operations. The research relied on a qualitative approach, and it was carried out in the form of a multi-case study strategy.
Primary data was gathered through semi-structured interviews with three Veikkausliiga team representatives. Furthermore, an interview with the Football Association of Finland representative was conducted to acquire a holistic picture of the corporate social responsibility activities implemented by the teams. Secondary data was collected from teams and the Football Association's official websites. An adapted theoretical framework specifically designed to assess involvement in CSR in a professional sports context was selected to assist the process of data analysis and interpretation of the results.
For the three Finnish football teams, the findings revealed a diverse level of involvement in CSR activities and a detailed description of the operations which allows the activities to be compared with each other. On a general level, teams’ CSR efforts are directed to promote the well-being of kids and young people through various measures. An integral part of the activity is also charity work and different campaigns. The findings showed that additional resources are needed to further increase CSR activities within the team's operations. In addition, teams perceived the Football Association as an important developer of activities, allocator of resources, and processor of ideas for increasing CSR operations. Furthermore, the findings show that rewarding based on CSR activities could be reckoned option to further increase teams' motivation and therefore commitment to various CSR initiatives.