A comparative study of CSR utilization in Swedish and Finnish professional football sponsorships : value beyond exposure
Johansson, Henrik (2024)
Johansson, Henrik
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402052535
https://urn.fi/URN:NBN:fi:amk-202402052535
Tiivistelmä
The actions connected to sports sponsorships have largely remained idle for an extended time despite the consistent upward trajectory of investment amounts in sponsorships throughout the last two decades. Sponsorship is considered an act of philanthropy rather than a mutually beneficial relationship that allows both businesses to develop their company, and clubs to get funding for operational management. The concept of Corporate Social Responsibility (CSR) serves as a common ground for sports clubs and corporations, enabling them to achieve their commercial objectives while gaining visibility, without relying merely on conventional kit sponsorship.
The theoretical framework comprises sports sponsorship, CSR, corporate sustainability (CS), and creating shared value (CSV). This study draws especially on the framework by Porter and Kramer (2011), in which corporate social and environmental investments should be guided by creating shared value rather than reputation-driven CSR and the “win-win-win” -paradigm presented by Breitbarth, Hovemann, & Walzel (2011). Using thematic analysis of eight semi-structured interviews with football clubs and their sponsors, the aim was to deepen the understanding of sustainability issues involved in sponsorships and identify similarities and differences between Finnish and Swedish football clubs in CSR-linked sponsorships.
The results showed a strong connection between the football clubs’ CSR initiatives and companies' willingness to invest in the clubs. Based on the analysis, it can be determined that Swedish clubs have successfully incorporated corporate social responsibility as an integral component of their regular operations, but Finnish clubs are for now in a situation where CSR activities remain distinct and separate from the core functioning of the club. The strategic use of CSR in sponsorship not only attracts more investments but also promotes the alignment of business objectives with societal and environmental concerns. It can be identified that establishing brand recognition and separation requires extensive and sustained cooperation. In addition, clubs must differentiate themselves from competitors and provide a suitable match for every prospective sponsor. Shared values function both as a base for identifying the right partners and as a fundamental element in building long-lasting partnerships. The optimal approach for sponsorship is the implementation of CSR initiatives that provide mutually beneficial outcomes for many stakeholders, hence creating shared value. This research is significant for the academic field as it demonstrates the current application of CSR to sports sponsorships in Nordic conditions. The insights provided in this research are additionally beneficial for both sponsorship managers and club management.
The theoretical framework comprises sports sponsorship, CSR, corporate sustainability (CS), and creating shared value (CSV). This study draws especially on the framework by Porter and Kramer (2011), in which corporate social and environmental investments should be guided by creating shared value rather than reputation-driven CSR and the “win-win-win” -paradigm presented by Breitbarth, Hovemann, & Walzel (2011). Using thematic analysis of eight semi-structured interviews with football clubs and their sponsors, the aim was to deepen the understanding of sustainability issues involved in sponsorships and identify similarities and differences between Finnish and Swedish football clubs in CSR-linked sponsorships.
The results showed a strong connection between the football clubs’ CSR initiatives and companies' willingness to invest in the clubs. Based on the analysis, it can be determined that Swedish clubs have successfully incorporated corporate social responsibility as an integral component of their regular operations, but Finnish clubs are for now in a situation where CSR activities remain distinct and separate from the core functioning of the club. The strategic use of CSR in sponsorship not only attracts more investments but also promotes the alignment of business objectives with societal and environmental concerns. It can be identified that establishing brand recognition and separation requires extensive and sustained cooperation. In addition, clubs must differentiate themselves from competitors and provide a suitable match for every prospective sponsor. Shared values function both as a base for identifying the right partners and as a fundamental element in building long-lasting partnerships. The optimal approach for sponsorship is the implementation of CSR initiatives that provide mutually beneficial outcomes for many stakeholders, hence creating shared value. This research is significant for the academic field as it demonstrates the current application of CSR to sports sponsorships in Nordic conditions. The insights provided in this research are additionally beneficial for both sponsorship managers and club management.