Supporters Direct Conference 2010 Workshop The Social and Community Value of Football  A Supporters Direct Research Projec...
Overview <ul><li>Commissioned by SD summer 2008 from Substance </li></ul><ul><li>To understand more about the  social and ...
Three Phases <ul><li>Phase One - Secondary Research/Literature Review and Working Papers on approaches to social value </l...
Approach to Research <ul><li>Interim Report outlined: </li></ul><ul><ul><li>The range of possible approaches </li></ul></u...
Approach to Research (interviews) <ul><li>Interview Survey </li></ul><ul><ul><li>Ten Clubs: Premier League to Step 7 </li>...
Approach to Research (case studies) <ul><ul><li>In-depth qualitative semi-structured interviews with key personnel. </li><...
Key Findings – Overall <ul><li>Little evidence of culture or practice in football evidencing and reporting social value: <...
Key Findings – Fans <ul><ul><li>Fans identified as key stakeholders by all executives but only included within ownership i...
The Social Value to Fans
Stakeholder Relations <ul><li>Horizontal integration of community vital to realising social value: </li></ul><ul><ul><ul><...
The Value to Local Communities
Key Findings - Ownership <ul><li>Some notable differences for supporter or community owned clubs </li></ul><ul><ul><li>Not...
Key Findings – Good Practice <ul><li>Inclusion  of fans in ownership = volunteer labour, self policing </li></ul><ul><li>V...
Key Findings – Regulation <ul><li>FA, PL and FL : no requirements to undertake social accounting or to report social and e...
Regulation - Options <ul><li>i)  Potential for emergent EU sports policy under  Lisbon Treaty  – for further investigation...
Recommendations (i) <ul><li>For Supporters Direct and Supporters’ Trusts </li></ul><ul><ul><li>Use leading role to dissemi...
Recommendations (ii) <ul><li>For government  </li></ul><ul><ul><li>All public authorities:  To give preferential treatment...
Substance 3 rd  Floor Fourways House Hilton St Manchester M1 2EJ 0161 244 5418 www.substance.coop   [email_address] http:/...
The Social Value of Football -  now we know how to measure it, the why, how and “yeah but...”s Adrian Ashton www.adrianash...
What’s in it for you? <ul><li>Better reporting </li></ul><ul><li>Better management information </li></ul><ul><li>Identify ...
What could kill it before you start? <ul><li>Time </li></ul><ul><li>Perceived (ir)relevance </li></ul><ul><li>Fear... </li...
What could kill it before you start? <ul><li>Time </li></ul><ul><ul><li>Pick and choose indicators </li></ul></ul><ul><ul>...
What about the information needed? <ul><li>Measures designed to use information that (in theory) club should already be ca...
What you need to get started <ul><li>Other clubs sharing experiences </li></ul><ul><li>Appendices to research report </li>...
The Social Value of Football -  now we know how to measure it, the why, how and “yeah but...”s Adrian Ashton www.adrianash...
What’s in it for you? <ul><li>Better reporting </li></ul><ul><li>Better management information </li></ul><ul><li>Identify ...
What could kill it before you start? <ul><li>Time </li></ul><ul><li>Perceived (ir)relevance </li></ul><ul><li>Fear... </li...
What could kill it before you start? <ul><li>Time </li></ul><ul><ul><li>Pick and choose indicators </li></ul></ul><ul><ul>...
What about the information needed? <ul><li>Measures designed to use information that (in theory) club should already be ca...
What you need to get started <ul><li>Other clubs sharing experiences </li></ul><ul><li>Appendices to research report </li>...
<ul><li>Social Value of Football is demonstrated in a number of ways  </li></ul><ul><li>Social Value can be hindered by fi...
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Social and Community Value of Football

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In this session, Dr Adam Brown & Adrian Ashton follow on from the launch in the opening session, this workshop will take a more in depth look at the methodology, its case studies and its recommendations. For more on the report go to www.supporters-direct.org or download it via this Slideshare account.

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Social and Community Value of Football

  1. 1. Supporters Direct Conference 2010 Workshop The Social and Community Value of Football A Supporters Direct Research Project, by Substance Dr. Adam Brown
  2. 2. Overview <ul><li>Commissioned by SD summer 2008 from Substance </li></ul><ul><li>To understand more about the social and community value of football clubs . </li></ul><ul><li>To generate evidence about the relationship of different ownership structures to social impacts through surveys and case studies. </li></ul><ul><li>To provide evidence to support the work of SD – how does supporter or community ownership relate to social value? </li></ul><ul><li>To understand the regulatory framework in which social value might be assessed. </li></ul>
  3. 3. Three Phases <ul><li>Phase One - Secondary Research/Literature Review and Working Papers on approaches to social value </li></ul><ul><li>Phase Two - Primary Research – Survey and Case Studies </li></ul><ul><li>- Qualitative Survey of 10 clubs, all levels </li></ul><ul><li>- In depth case studies of 4 clubs </li></ul><ul><li>- Social Accounting exercise </li></ul><ul><li>Phase Three – Dissemination </li></ul><ul><li>- Final Report </li></ul><ul><li>- Summary Report of key findings and recommendations </li></ul>
  4. 4. Approach to Research <ul><li>Interim Report outlined: </li></ul><ul><ul><li>The range of possible approaches </li></ul></ul><ul><ul><li>The approach to be taken in primary research </li></ul></ul><ul><li>Our approach: </li></ul><ul><ul><li>Qualitative survey of executives of ten clubs, all levels of football </li></ul></ul><ul><ul><li>Case study of four clubs: 2 fan-owned, 2 non-fan-owned </li></ul></ul><ul><ul><li>Social Accounting club bundle (Adrian Ashton) </li></ul></ul><ul><ul><li>Regulatory Framework research and paper (M.James and S.Miettinen) </li></ul></ul>
  5. 5. Approach to Research (interviews) <ul><li>Interview Survey </li></ul><ul><ul><li>Ten Clubs: Premier League to Step 7 </li></ul></ul><ul><ul><li>Executive Officer interviewed, ten areas of inquiry, responses analysed and coded: </li></ul></ul><ul><ul><li>Background to the club and ownership structure </li></ul></ul><ul><ul><li>Perceived advantages/disadvantages of ownership structure </li></ul></ul><ul><ul><li>Identified good/bad practice in generating social value </li></ul></ul><ul><ul><li>Identified barriers to developing social value </li></ul></ul><ul><ul><li>Most important stakeholders </li></ul></ul><ul><ul><li>Relationships with local authorities </li></ul></ul><ul><ul><li>Existence of local purchasing, business or staffing policies </li></ul></ul><ul><ul><li>Attitude towards and involvement with supporters </li></ul></ul><ul><ul><li>Innovative ticketing policies </li></ul></ul><ul><ul><li>Nature of community outreach organisation and work </li></ul></ul>
  6. 6. Approach to Research (case studies) <ul><ul><li>In-depth qualitative semi-structured interviews with key personnel. </li></ul></ul><ul><ul><li>Qualitative and quantitative evidence from external stakeholders. </li></ul></ul><ul><ul><li>Survey of supporters </li></ul></ul><ul><ul><li>Quantitative assessment of community departments’ work. </li></ul></ul><ul><ul><li>Employment of a ‘Social Accounting Club Bundle’. </li></ul></ul><ul><ul><li>Club A Limited company model Football League club, with previous Premier League experience. </li></ul></ul><ul><ul><li>Club B Limited company model Football League club. </li></ul></ul><ul><ul><li>Club C Supporter-owned Football League club. </li></ul></ul><ul><ul><li>Club D Supporter-owned Non-League club. </li></ul></ul>
  7. 7. Key Findings – Overall <ul><li>Little evidence of culture or practice in football evidencing and reporting social value: </li></ul><ul><ul><li>Not part of the reporting or regulation of the game </li></ul></ul><ul><ul><li>Not part of the business practice of clubs as it is in other sectors </li></ul></ul><ul><ul><li>Absence of data, openness, even where this would be fairly easy </li></ul></ul><ul><ul><li>This despite the benefits for football of doing so and football’s rhetoric about its key role in communities </li></ul></ul><ul><li>Clubs themselves play important roles within communities and to a range of stakeholders, but need to: </li></ul><ul><ul><li>Identify stakeholders </li></ul></ul><ul><ul><li>Conduct research with internal and external stakeholders </li></ul></ul><ul><ul><li>Work with local authorities who are key partners </li></ul></ul><ul><li>Chronic instability and financial strife rampant. This undermines football’s ability to deliver social value </li></ul>
  8. 8. Key Findings – Fans <ul><ul><li>Fans identified as key stakeholders by all executives but only included within ownership in some examples </li></ul></ul><ul><li>‘ What has the ownership of the club </li></ul><ul><li>got to do with community?’ (Club B Executive) </li></ul><ul><ul><li>Recognise clubs are a structuring part of fans lives, with significant social value </li></ul></ul><ul><ul><li>‘ I probably know 4-500 people from football, faces to say hello to, and I could name about 200. That’s just been built up through years, through travelling to games and being involved in [the independent supporters’ association and trust]. It’s surprising how it grows. It becomes your community in itself.’ </li></ul></ul>
  9. 9. The Social Value to Fans
  10. 10. Stakeholder Relations <ul><li>Horizontal integration of community vital to realising social value: </li></ul><ul><ul><ul><li>‘ Instead of just saying “we’re a community club”, let’s be a community club. I think there’s a huge difference. A lot of clubs say they are a community club, claiming they are rooted in the community… As if that’s enough.’ (FL club, Club C)) </li></ul></ul></ul><ul><ul><li>Real Business Advantages – e.g. relations with local authorities: </li></ul></ul><ul><ul><ul><li>‘ When I first got involved with the club, I was really positively surprised that it wasn’t just men over a certain age…When you look at the terraces, it really is a community-owned club and I wasn’t expecting that. It’s all very well saying you are a community club, but they don’t just say it, they live it as well.’ (local authority rep, Club D) </li></ul></ul></ul><ul><ul><ul><li>Our status as a supporters’ trust was vital for support from the council, and it will be going forwards. If we sold the club to a wealthy individual who wanted a stadium, it would be a harder sell to get the council backing. We wouldn’t be in this position with the new stadium if we weren’t supporter-owned – and there’s all sorts of spin offs from that.’ (Club C) </li></ul></ul></ul>
  11. 11. The Value to Local Communities
  12. 12. Key Findings - Ownership <ul><li>Some notable differences for supporter or community owned clubs </li></ul><ul><ul><li>Not a given that fan owned deliver greater social value and good (and bad!) practice evident at clubs of all types </li></ul></ul><ul><ul><li>But: more inclusive of wider range of stakeholders as clubs especially in terms of participation in running the club </li></ul></ul><ul><ul><li>Better relationships and closer shared agendas with local authorities and stronger local partnerships </li></ul></ul><ul><ul><li>More open and greater range of ad hoc relations with localities </li></ul></ul><ul><ul><li>Key advantages when developing facilities </li></ul></ul><ul><ul><li>Better attitudes to supporters - stakeholders not ‘customers’ </li></ul></ul>
  13. 13. Key Findings – Good Practice <ul><li>Inclusion of fans in ownership = volunteer labour, self policing </li></ul><ul><li>Volunteer time as ‘debt’ owed to Trust </li></ul><ul><li>Sharing facilities with community department </li></ul><ul><li>Developing ad hoc relations – park events and fetes, ‘out and about’ </li></ul><ul><li>Mixed interests and golden shares </li></ul><ul><li>Local authority powers </li></ul><ul><li>Trust supporting youth/community development through raising finance </li></ul><ul><li>Football League Trust - environmental policy/impact reporting </li></ul>
  14. 14. Key Findings – Regulation <ul><li>FA, PL and FL : no requirements to undertake social accounting or to report social and environmental impacts </li></ul><ul><li>PL and FL come closest: customer charter (PL); environmental impact of community schemes (FLT) </li></ul><ul><li>UK government : no requirement beyond Company Law (few clubs with company community Objects ) </li></ul><ul><li>EU – no requirement; misunderstanding of rhetoric and reality in EC sports rulings </li></ul>
  15. 15. Regulation - Options <ul><li>i) Potential for emergent EU sports policy under Lisbon Treaty – for further investigation, questionable legality of sport-specific laws </li></ul><ul><li>ii) Legislation at national level – most straightforward, but unlikely </li></ul><ul><li>iii) Football’s federations bodies to require auditing – e.g. UEFA Licensing, league reporting requirements </li></ul><ul><li>iv) Clubs to adopt Objectives of clubs and report in Annual Reports - SD to draft model rules; bottom up approach. </li></ul>
  16. 16. Recommendations (i) <ul><li>For Supporters Direct and Supporters’ Trusts </li></ul><ul><ul><li>Use leading role to disseminate and lobby for change </li></ul></ul><ul><ul><li>Report SD’s own impacts </li></ul></ul><ul><ul><li>Promote broader ownership as a mans of delivering social value </li></ul></ul><ul><ul><li>Opportunities for trust education, work and involvement </li></ul></ul><ul><li>For Football – change culture and practice </li></ul><ul><ul><li>Clubs to make clear community Objectives and to evidence and report social and environmental impacts </li></ul></ul><ul><ul><li>Authorities to require reporting of social and environmental performance and recognise </li></ul></ul><ul><ul><li>Recognise the added social value of broader based ownership </li></ul></ul><ul><ul><li>Football to recognise the significant opportunities in doing this </li></ul></ul>
  17. 17. Recommendations (ii) <ul><li>For government </li></ul><ul><ul><li>All public authorities: To give preferential treatment to football only where it can demonstrate the ‘public good’ </li></ul></ul><ul><ul><li>Local Govt : Encourage wider community involvement in ownership, use of powers to do this (eg facilities, planning etc.) </li></ul></ul><ul><ul><li>National Govt : Recognise added social value of broader ownership and encourage this (e.g. when clubs in administration) </li></ul></ul><ul><ul><li>European Govt : To generate Europe-wide evidence of the positive social value of sport through evidence and reporting of its impact and base policies affecting sports on this </li></ul></ul>
  18. 18. Substance 3 rd Floor Fourways House Hilton St Manchester M1 2EJ 0161 244 5418 www.substance.coop [email_address] http://valuefootball.substance.coop
  19. 19. The Social Value of Football - now we know how to measure it, the why, how and “yeah but...”s Adrian Ashton www.adrianashton.co.uk
  20. 20. What’s in it for you? <ul><li>Better reporting </li></ul><ul><li>Better management information </li></ul><ul><li>Identify areas of excellence </li></ul><ul><li>PR... </li></ul>Adrian Ashton
  21. 21. What could kill it before you start? <ul><li>Time </li></ul><ul><li>Perceived (ir)relevance </li></ul><ul><li>Fear... </li></ul><ul><li>Too much information needed that we don’t have and will be too difficult to capture </li></ul>Adrian Ashton
  22. 22. What could kill it before you start? <ul><li>Time </li></ul><ul><ul><li>Pick and choose indicators </li></ul></ul><ul><ul><li>Potentially 2 days work </li></ul></ul><ul><li>Perceived (ir)relevance </li></ul><ul><ul><li>Changing legislation </li></ul></ul><ul><ul><li>Strengthen arguments and case for support </li></ul></ul><ul><li>Fear </li></ul><ul><ul><li>Don’t have to tell everyone about everything you ‘uncover’... </li></ul></ul>Adrian Ashton
  23. 23. What about the information needed? <ul><li>Measures designed to use information that (in theory) club should already be capturing: </li></ul><ul><ul><li>Invoice registers </li></ul></ul><ul><ul><li>Staffing records </li></ul></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><li>Minutes of meetings </li></ul></ul><ul><ul><li>Details of Trust members/ticket sales </li></ul></ul><ul><ul><li>Records of community activity </li></ul></ul>
  24. 24. What you need to get started <ul><li>Other clubs sharing experiences </li></ul><ul><li>Appendices to research report </li></ul><ul><ul><li>http:// valuefootball.substance.coop / </li></ul></ul><ul><li>SROI Network and SAN </li></ul><ul><ul><li>www.sroi-uk.org </li></ul></ul><ul><ul><li>www.socialauditnetwork.org.uk </li></ul></ul>Adrian Ashton
  25. 25. The Social Value of Football - now we know how to measure it, the why, how and “yeah but...”s Adrian Ashton www.adrianashton.co.uk
  26. 26. What’s in it for you? <ul><li>Better reporting </li></ul><ul><li>Better management information </li></ul><ul><li>Identify areas of excellence </li></ul><ul><li>PR... </li></ul>Adrian Ashton
  27. 27. What could kill it before you start? <ul><li>Time </li></ul><ul><li>Perceived (ir)relevance </li></ul><ul><li>Fear... </li></ul><ul><li>Too much information needed that we don’t have and will be too difficult to capture </li></ul>Adrian Ashton
  28. 28. What could kill it before you start? <ul><li>Time </li></ul><ul><ul><li>Pick and choose indicators </li></ul></ul><ul><ul><li>Potentially 2 days work </li></ul></ul><ul><li>Perceived (ir)relevance </li></ul><ul><ul><li>Changing legislation </li></ul></ul><ul><ul><li>Strengthen arguments and case for support </li></ul></ul><ul><li>Fear </li></ul><ul><ul><li>Don’t have to tell everyone about everything you ‘uncover’... </li></ul></ul>Adrian Ashton
  29. 29. What about the information needed? <ul><li>Measures designed to use information that (in theory) club should already be capturing: </li></ul><ul><ul><li>Invoice registers </li></ul></ul><ul><ul><li>Staffing records </li></ul></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><li>Minutes of meetings </li></ul></ul><ul><ul><li>Details of Trust members/ticket sales </li></ul></ul><ul><ul><li>Records of community activity </li></ul></ul>
  30. 30. What you need to get started <ul><li>Other clubs sharing experiences </li></ul><ul><li>Appendices to research report </li></ul><ul><ul><li>http://valuefootball.substance.coop/ </li></ul></ul><ul><li>SROI Network and SAN </li></ul><ul><ul><li>www.sroi-uk.org </li></ul></ul><ul><ul><li>www.socialauditnetwork.org.uk </li></ul></ul>Adrian Ashton
  31. 31. <ul><li>Social Value of Football is demonstrated in a number of ways </li></ul><ul><li>Social Value can be hindered by financial instability </li></ul><ul><li>Clubs are more than corporate entities….. should be reflected in their governance by the inclusion of a key stakeholder – the supporter! </li></ul>

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