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CSR, Glocalisation and Football

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CSR, Glocalisation and Football Malmö University Faculty of Education and Society Department of Sport Science Bachelor Degree Thesis 15 credits CSR, Glocalisation and Football A comparison between American and Swedish football CSR, Glokalisering och Fotboll En jämförelse mellan amerikansk och svensk fotboll ST 2015 Tim N. Rosell 910117 Sport science program 180hp Examiner: Torbjörn Andersson Sport Management Supervisors: Bo Carlsson and 2015-06-23 Gun Normark 2 Preface Growing up in segregated areas I discovered that sport is more than physical activity, it is a second language, enabling multicultural societies to converge. It is with this back- ground the CSR concept in sport appeals, how sport can give and ultimately be given something in return. Hopefully, this thesis will serve as organisational moderator for how CSR could be implemented and used in professional football clubs and leagues. Conclusively, I would like to thank my supervisors, Bo Carlsson and Gun Normark for providing me with guidance and expertise throughout the process. I would also like to thank my respondents, Mr. David Tenney and Filip Lundberg, for enabling an insight in the world of professional football organisations. Pleasant reading! _________________ Tim N. Rosell Malmö 2015-06-23 3 Abstract Keywords: Globalisation, Americanisation, Europeanisation, Glocalisa- tion and CSR Author: Tim Nathanael Rosell Supervisors: Bo Carlsson and Gun Normark Title: CSR, Glocalisation and Football - A comparison between American and Swedish football Problem: In the restricted Swedish Sports model, clubs in Sweden aims attract sponsors, create revenue and gain an advantage over their competitors. The problem is finding an economic governance method compatible with the internal legislative system. Purpose: The purpose is to illuminate globalisation processes in foot- ball and investigate the concept of CSR in the context of Se- attle Sounders and Djurgården IF. Method: This thesis adopts a hermeneutical shoulder via a deductive approach. Thus, a literature review provides the basal under- standing of the subject and two case studies treat the theoret- ical framework. The two case studies, Djurgården IF and Se- attle Sounders, contextualise and treat the various concepts presented. Conclusion: Although Djurgården IF and Seattle Sounders have different challenges regarding legislations, organisational structures and capital, they recognise the importance of CSR. Further- more, the case studies showed that the notion of CSR is glo- calised and that Americanisation is not a one-way process. 4 Abstrakt Nyckelord: Globalisering, Amerikanisering, Europanisering, Glokali- sering och CSR Författare: Tim Nathanael Rosell Handledare: Bo Carlsson och Gun Normark Titel: CSR, Glokalisering och Fotboll – En jämförelse mellan ame- rikansk och svensk fotboll. Problem: I den begränsade svenska sport modellen söker klubbar att attrahera sponsorer, skapa intäkter och vinna fördelar över sina konkurrenter. Problemet är att hitta en ekonomistyr- ningsmetod kompatibel med det interna regelverket. Syfte: Syftet är att belysa gloaliseringsprocesser inom fotboll och undersöka CSR konceptet i kontexten av Seattle Sounders och Djurgården IF. Metod: Den här uppsatsen antar en hermeneutisk ansats via en de- duktiv tillvägagångssätt. Således ger litteraturgenomgången en grundläggande förståelse för ämnet, där två fallstudier behandlar det teoretiska ramverket. Fallstudierna med Djur- gården IF och Seattle Sounders kontextualiserar och behand- lar de diverse begrepp som presenteras. Slutsats: Även fast Djurgården IF och Seattle Sounders har olika ut- maningar gällande regelverk, organisatoriska strukturer och kapital medger de vikten av CSR. Vidare visar fallstudierna att CSR är glokaliserat och att amerikanisering inte är en en- vägs process. 5 Table of contents PREFACE ....................................................................................................................... 3 ABSTRACT .................................................................................................................... 4 ABSTRAKT .................................................................................................................... 5 TERMINOLOGY .............................................................................................................. 8 DEFINITIONS ................................................................................................................ 9 AMERICANISATION ........................................................................................................ 9 CSR ............................................................................................................................... 9 EUROPEANISATION ........................................................................................................ 9 GLOBALISATION ............................................................................................................ 9 GLOCALISATION ............................................................................................................ 9 MCDONALDISATION .................................................................................................... 10 1. INTRODUCTION .................................................................................................... 11 1.1 DESCRIPTION OF THE SUBJECT ............................................................................... 11 1.2 PURPOSE ................................................................................................................ 13 2. LITERATURE REVIEW ........................................................................................ 14 2.1 INTRODUCING THE SUBJECT ................................................................................... 14 2.2 THE EUROPEAN AND NORTH AMERICAN SPORT MODEL ......................................... 15 2.2.1 The European Model of sport organisation .................................................. 15 2.2.2 The North America model of sport organisation ........................................... 17 2.3 CORPORATE SOCIAL RESPONSIBILITY .................................................................... 19 2.4 THE CONCEPT OF AMERICANISATION ..................................................................... 22 2.5 FOOTBALL AND GLOBALISATION ........................................................................... 23 3. THEORY ................................................................................................................... 26 3.1 CSR AS A THEORETICAL FRAMEWORK ................................................................... 26 3.2 GLOBALISATION, FOOTBALL AND CSR .................................................................. 27 3.3 THE GRANDIOSE FOOTBALL ................................................................................... 27 3.4 THEORETICAL REFLECTION .................................................................................... 30 4. METHOD AND IMPLEMENTATION ................................................................. 31 4.1 SCIENTIFIC APPROACH ........................................................................................... 31 4.2 SELECTION ............................................................................................................. 32 4.3 DISCUSSION OF, AND EXPLANATION OF METHODOLOGICAL CHOICES ..................... 33 4.4 ETHICAL ASPECTS .................................................................................................. 35 5. EMPIRICAL STUDY OF GLOBAL TENDENCIES ........................................... 38 5.1 HISTORICAL OVERVIEW OF ALLSVENSKAN ............................................................ 38 5.2 CONTEMPORARY ALLSVENSKA .............................................................................. 39 Table 5.2.1 – Allsvenska team placement and CSR activity on social media ......... 40 5.3 CASE – DJURGÅRDEN IF ........................................................................................ 42 5.3.1 In the perspective of Djurgården IF .............................................................. 43 5.4 HISTORICAL OVERVIEW OF MLS ........................................................................... 45 5.5 CONTEMPORARY MLS ........................................................................................... 46 Table 5.5.1 - MLS teams placement and CSR activity on social media ................. 47 5.6 CASE – SEATTLE SOUNDERS .................................................................................. 50 5.6.1 In the perspective of Seattle Sounders FC ..................................................... 51 6. ANALYSIS ................................................................................................................ 54 6.1 CSR IN A PERSPECTIVAL COMPARISON .................................................................. 54 6 6.3 THE EMPTINESS OF CSR ........................................................................................ 55 6.4 AMERICANISATION + EUROPEANISATION = GLOBALISM ....................................... 58 7. DISCUSSION ............................................................................................................ 60 7.1 SOLID ROOTS AND BRANCHING OUT ....................................................................... 60 8. REFERENCES ......................................................................................................... 62 WEBSITES: ..................................................................................................................
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