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Corporate Social Responsibility In English Football Abstract 2 Chapter 1 ...

Corporate Social Responsibility in English Football

Abstract 2

Chapter 1 Introduction2

Chapter 2- English Football6

Chapter 3 - Corporate Social Responsibility 9

Chapter 4 - Corporate Social Responsibility in Sports Marketing13

Chapter 5 - Ethics and Morals 14

Chapter 6 - English Football and CSR18

Chapter 7 - Identity and the Brand20

Chapter 8 - Marketing and Brand Image Improving the Product 23

Chapter 9 Conclusion 26

Bibliography 30
Abstract
Corporate Social Responsibility is neither a new idea, nor a radical one. It represents the core belief that corporations incur responsibilities to society at large that go beyond simply the maximization of profits and increasing shareholder value (Samli, 1992, pp. 21-22). Huge corporations possess the power to control and influence the quality of life of employees, customers, shareholders, and residents of local communities in which they operate. A single corporate decision can irrevocably change the lives of thousands of people. Power necessarily entails responsibility. Managers, in pursuing their primary goal of increasing shareholder value, have social responsibilities beyond meeting the minimal requirements of the law (Samli, 1992, pp. 27-32). Sports represents a field whereby it appeals directly to the community as a sense of belonging, pride and vicarious ownership, as in my, or our team. It operates in consort with other teams under the auspices of a league as a franchise, thus its powers are agency in that its existence is vested. Given that we rarely think of our sports teams as corporations, we also don't really think of them as big business, even though that fact is a given. So, is Corporate Social Responsibility something that English football teams need? That concept will be explored in this examination through the determining if it is relevant, what it potentially can offer, and does it provide a means to improve the image of the sport.

Chapter 1 Introduction
English football is indeed a sport, but more than that, it is a professional sport, and that means it is entertainment! The preceding statement defines the context of English Football within this examination of Corporate Social Responsibility. The realm in which an English football Club operates represents a completely different world than the one of business corporations reside in as sport has a product that is tangible as well as intangible in that it can be seen, and the player and ball touched, but just as in life where everything has its time, such is also true for sport. After the event the only thing that is left, are images. It is public in every sense of the word, regardless that the clubs may be privately owned or not. As entertainment, everything an English Football club does is open to scrutiny, examination, discussion, comment, approval, and or disapproval. Sport represents the opportunity for fans as well as casual watchers to escape.

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