This document discusses a study on corporate social responsibility (CSR) programs in Greek football clubs. It defines CSR and explains the importance of studying this topic in Greece. The study aims to examine management and fan perceptions of CSR programs through interviews and a survey. Literature on CSR in sports, football, and Greece is reviewed. Results found fans are generally unaware of CSR programs but view them positively. Communication between clubs and fans on CSR needs improvement. Recommendations include improving communication and creating long-term CSR strategies in partnerships.

1. 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.

2. 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)

3. 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.

4. 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?

5. 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)

6. 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).

7. Literature review
1. CSR in business
2. CSR and sport
3. CSR and football
4. CSR and fans / consumers
5. CSR in Greece

8. 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

9. 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)

10. 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)

11. 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)

12. Methodology
Type of research: Explanatory
Pure and primary research
Research design: Case study
A combination of qualitative and quantitative methods were used.

13. 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.

14. 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.

15. 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)

16. 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”

17. 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

18. 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.

19. 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.

20. 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)