Beyond the Game: How Football Clubs are Tackling Social Responsibility Amidst Growing Tensions

Samir D’Costa in Culture & Society June 2025 • 4 min read.

"Discover how Danish football clubs navigate the complex world of corporate social responsibility while balancing financial and community expectations."

In today's world, sports organizations, particularly football clubs, are increasingly expected to contribute positively to society beyond what happens on the field. This expectation, known as corporate social responsibility (CSR), includes initiatives related to community development, environmental sustainability, and ethical governance. However, pursuing CSR isn't always straightforward, as clubs often face conflicting priorities and demands from various stakeholders.

A recent study published in the European Sport Management Quarterly delves into this complex landscape, examining how Danish football clubs perceive organizational tensions and how these tensions relate to their CSR activities. The research sheds light on the challenges and opportunities clubs face as they strive to balance their financial goals with their social responsibilities.

This article explores the study's findings, providing insights into the types of tensions clubs encounter, the ways they are addressing CSR, and the overall implications for the football industry.

Decoding the Pressure: What Tensions are Shaping Football's CSR Efforts?

Football stadium transforming into a green field, symbolizing CSR in sports.

The study identifies several key tensions that Danish football clubs grapple with as they engage in CSR. These tensions often stem from the need to balance competing priorities:

Navigating these tensions requires careful consideration of a club's values, resources, and the needs of its community. Some clubs may prioritize short-term financial gains, while others focus on long-term social impact. Ultimately, the most successful clubs find ways to integrate CSR into their core operations, creating value for both the organization and its stakeholders.

Football vs. Non-Football Activities: Balancing the core mission of playing football with broader community engagement initiatives.
Elite vs. Grassroots Development: Deciding whether to focus on developing elite players or promoting participation at the grassroots level.
Short-Term vs. Long-Term Results: Weighing immediate financial gains against long-term social and environmental sustainability.
Members as Volunteers vs. Customers: Balancing the needs of dedicated volunteers with the expectations of paying customers.
Independence vs. Dependence of External Interests: Balancing your own organizations goals against external support.

The research underscores that tensions are an inherent aspect of organizational life. These are normal parts of being an organization but need to be addressed to minimize any negative impact to operations. Successfully navigating these tensions calls for creativity, adaptability, and a willingness to embrace difficult decisions.

Scoring for the Future: Why CSR Matters for Football Clubs

The study's findings highlight the importance of CSR for football clubs. By embracing social responsibility, clubs can strengthen their ties with the community, enhance their brand reputation, and attract new fans and sponsors. Moreover, CSR can help clubs mitigate risks, improve their operational efficiency, and create a more sustainable future. The key is to recognize and address the organizational tensions that arise along the way, turning challenges into opportunities for innovation and growth.

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Everything You Need To Know

What is corporate social responsibility (CSR) in the context of football clubs, and why is it becoming increasingly important?

Corporate social responsibility (CSR) in football extends beyond the sport itself, encompassing initiatives like community development, environmental sustainability, and ethical governance. It's gaining importance as society expects clubs to positively contribute beyond the field, enhancing reputation, attracting fans/sponsors, mitigating risks, and fostering long-term sustainability. Failure to address CSR can lead to brand damage and alienation of stakeholders. While not discussed here, CSR also relates to player welfare, diversity/inclusion, and responsible financial management.

What are the key organizational tensions that Danish football clubs face when implementing corporate social responsibility (CSR) initiatives?

Danish football clubs encounter several tensions while engaging in CSR, including balancing 'Football vs. Non-Football Activities,' deciding between 'Elite vs. Grassroots Development,' prioritizing 'Short-Term vs. Long-Term Results,' managing 'Members as Volunteers vs. Customers,' and navigating 'Independence vs. Dependence of External Interests.' These tensions reflect conflicting priorities, resource allocation challenges, and stakeholder expectations. Successfully navigating these tensions is crucial for effective CSR implementation and requires adaptability and strategic decision-making.

How can football clubs balance the tension between short-term financial gains and long-term social and environmental sustainability when implementing corporate social responsibility (CSR) initiatives?

Balancing 'Short-Term vs. Long-Term Results' requires integrating CSR into the core operations of football clubs. Some strategies are prioritizing investments in sustainable community programs, adopting environmentally friendly practices that reduce costs over time, and engaging sponsors who value long-term social impact. Clubs may need to accept initial financial trade-offs for greater long-term benefits. An absent factor from the analysis here is 'impact measurement'; assessing social and environmental ROI can reinforce long-term strategy alignment.

In what ways can football clubs benefit from embracing corporate social responsibility (CSR), and how does addressing organizational tensions contribute to these benefits?

Embracing CSR allows clubs to strengthen community ties, enhance brand reputation, attract fans and sponsors, mitigate risks, improve operational efficiency, and create a sustainable future. Addressing organizational tensions—like 'Football vs. Non-Football Activities'—is crucial because unresolved tensions can undermine CSR efforts and lead to inefficiencies. Overcoming such challenges fosters innovation and growth, maximizing the positive impact of CSR. While this doesn't discuss reporting, CSR reporting and external validation(e.g., certifications) add additional value.

How does the dynamic between 'Members as Volunteers' and 'Customers' create tension for football clubs, and what strategies can be used to effectively manage these competing expectations in the context of corporate social responsibility (CSR)?

The tension between 'Members as Volunteers' and 'Customers' arises because volunteers often have deep emotional investment and different expectations compared to paying customers who prioritize services and entertainment. Managing this involves clear communication of roles, recognizing volunteer contributions, offering exclusive benefits to members, and ensuring customer satisfaction. For example, CSR initiatives should cater to both groups; volunteer opportunities engage members, while family-friendly events attract customers. There's a related challenge not discussed of equitable compensation, balancing volunteerism and professionalization within a club's operations.