Does social responsibility in sports matter more than titles?

Abstract

Corporate Social Responsibility (CSR) is an increasingly decisive factor in sport, influencing the reputation of clubs, fan loyalty and sustainable growth. However, its implementation varies - while the big clubs have more resources to invest in socially responsible actions, the smaller ones make up for their lack with a unique emotional bond with their community. Today, the greatness of sport is not measured only by titles, but by the ability to generate lasting social value, strengthening communities and promoting a more responsible and sustainable sport. In this article, we analyze the opportunities and challenges of CSR in sport, with a special focus on football, exploring effective strategies through an analysis of real cases and examining how different clubs make CSR an essential pillar, generating impact on and off the pitch. The results can guide clubs in adopting more effective approaches to social responsibility.