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Mcdonald-Usingsportand-2009.Pdf This is the published version: McDonald, Sharyn, Smith, Aaron and Westerbeek, Hans 2009, Using Sport and Physical Activity (PA) in Corporate Social Responsibility Programs: An Analysis of Indexed Multinationals, in Social responsibility and sustainability in sports, Ediciones de la Universidad de Oviedo, [Oviedo, Spain], pp.111‐134. Available from Deakin Research Online: http://hdl.handle.net/10536/DRO/DU:30032670 Reproduced with the kind permission of the copyright owner. Copyright : 2009, The Authors Social responsibility and sustainability in sports Social responsibility and sustainability in sports Edited by Plácido Rodríguez Stefan Késenne Helmut Dietl 2009 © 2009 Ediciones de la Universidad de Oviedo © Los autores Ediciones de la Universidad de Oviedo Servicio de Publicaciones de la Universidad de Oviedo Campus de Humanidades. Edificio de Servicios. 33011 Oviedo (Asturias) Tel. 985 10 95 03 Fax 985 10 95 07 http: www.uniovi.es/publicaciones [email protected] I.S.B.N.: 978-84-8317-790-7 D. Legal: AS-6.483-2009 Imprime: Gráficas Apel. Gijón Todos los derechos reservados. De conformidad con lo dispuesto en la legislación vigente, podrán ser castigados con penas de multa y privación de libertad quienes reproduzcan o plagien, en todo o en parte, una obra literaria, artística o científica, fijada en cualquier tipo de soporte, sin la preceptiva autorización. INDEX Introduction .......................................................................................... 9 SOCIAL RESPONSIBILITY Corporate Social Responsibility: A New Frontier for the International Olympic Committee Jean Loup Chappelet ................................................................................ 17 Corporate Social Responsibility in Professional Sport: Motives to be ‘Green’ Kathy Babiak and Sylvia Trendafilova......................................................... 31 Corporate Social Responsibility in Professional Team Sports: UEFA Champions League (UCL) versus National Football League (NFL) Helmut Dietl, Egon Franck and Julia Hillebrandt......................................... 59 Corporate Social Responsibility in the Scottish Premier League (with some Reference to English & European Football: A Critical Perspective Sean Hamil, Stephen Morrow, Catharine Idle and Lauren O’Leary................ 81 Using Sport and Physical Activity (PA) in Corporate Social Responsibility Programs: An Analysis of Indexed Multinationals Sharyn McDonald, Aaron Smith and Hans Westerbeek ................................. 111 7 Social responsibility and sustainability in sports Social Accountability and Responsibility in Sport Fritz Polite, Steven Waller and Sylvia Trendafilova........................................ 135 From charity to strategy: UEFA’s Football’s Social Responsibility Patrick Gasser.......................................................................................... 153 SUSTAINABILITY Sustainable Governance in Sporting Organisations Francesco de Zwart and George Gilligan ..................................................... 165 Sustainability of Community Sport Organisations Dwight Zakus ......................................................................................... 229 Sport- and Sustainable- Development: Reconciling Two Contested Concepts in Theory and Practice Iain Lindsey ............................................................................................ 257 Financial Sustainability in Spanish Football Plácido Rodríguez .................................................................................... 275 AUTHORS .......................................................................................... 283 PARTICIPANTS .................................................................................. 290 ORGANIZERS.................................................................................... 291 8 Introduction The current economic crisis is affecting almost all industries and sport is no exception. Revenues from sponsors, for example, have fallen sharply since 2008, and will continue to fall in the coming years. This crisis may put at risk the economical viability of many teams in different sports, thereby justifying an analysis of the determinants of sustainability in sport. On the other hand, the main international sports bodies such as the International Olympic Committee, FIFA or UEFA, are particularly sensitive in times of crisis to the problems of the most disadvantaged countries, which by themselves are unable to generate the necessary resources for the practice of sports. There is thus an increasingly important role for the Corporate Social Responsibility (CSR) policies that these bodies carry out in the third world and in special circumstances such as wartime conflicts, famines, etc. Taking into account these ideas, Stefan Kesenne (University of Antwerp- Leuven), Helmut Dietl (University of Zürich) and Placido Rodriguez (University of Oviedo) organized the IV Conference on Sports Economics devoted to Social Responsibility and Sustainability in Sports, which was held in the hall of the Jovellanos University School, Gijon, on the 8th and 9th of May, 2009. This book is the result of that Conference. The relevance of the congress is underlined by the topics addressed and by the participation of a group of professors and speakers of international renown. Likewise, the moderators of the congress were 9 Social responsibility and sustainability in sports recognized personalities from the world of sports at management and academic levels, from different Spanish universities and institutions. Finally, the large attendance of university professors, students, and sports managers at the conference underscored the importance and the timeliness of the congress. The book is organised in two different parts. The first part deals with social responsibility in sports in general while the second is devoted to the analysis of sustainability in sports.The analyses cover international bodies such as the IOC or UEFA, particular sports such as soccer or the National Football League, and local bodies such as universities or community organizations. The chapters of the book correspond to the different papers presented at the conference, to which we now turn. Professor Jean Loup Chappelet, from IDHEAP, analyses Social Responsibility in the Olympics, in chapter I. Mikel Urdangarin Liebaert, Director of the Fundacion Estadio in Vitoria, Spain was the moderator for this intervention. The paper shows how the IOC, as a non-profit corporation, had its roots in the notion of social responsibility in terms of issues such as education, society and peace. The chapter discusses the present state of affairs regarding social responsibility within the Olympic movement. Beginning with a review of the role and activities of non-governmental organisations in sport, Chappelet goes on to discuss the evolution of the IOC over the 1990s and 2000s towards a structured social responsibility policy. In Chapter II, Professor Kathy Babiak from the University of Michigan explains that professional sport leagues and teams in North America are increasingly addressing environmental concerns under the umbrella of social responsibility. Her paper examines the diffusion of environmental responsibility in sport and the motivations leading professional sport leagues and teams to adopt green management practices. Seventeen interviews with sport executives were conducted. Furthermore it discusses the role and relevance environmentally focused CSR plays in professional sport in North America and presents suggestions for future research in this area. Leonor Gallardo from University of Castilla-La Mancha was the moderator of this speech. Professors Julia Hillebrandt and Helmut Dietl from the University of Zurich argue that professional sports organizations which evolved into conventional businesses have to comply with the responsibilities of conventional businesses, in chapter III. The session was moderated by Professor Patricio Sanchez, from the University of Vigo. Hillebrandt and Dietl argue that such sports organizations not only have legal responsibilities to their shareholders but also social responsibilities to a range of further stakeholders. Following this reasoning, they illustrate the current development of CSR activities within professional sports leagues by 10 Introduction analyzing the CSR projects of the UEFA and NFL. Differences are found in terms of organizational structures, country cultures, commercialization of professional football and accounting standards. In Chapter IV, Professor Sean Hamil from the Birkbeck Institute in London explains how Corporate Social Responsibility initiatives are being promoted as effective mechanisms for sports’ organisations to develop their commercial brands whilst making good with a social contract with the wider community.This conference was moderated by Professor Carlos Marti, from IESE Business School, University of Navarra, Spain. The paper first outlines the philosophical justification for the application of CSR policy, in particular in the sport sector. It then offers a critical perspective on the theory underpinning the practice of CSR, drawing on previous research. The paper then presents an analysis of the application of CSR policy, and the motivations underpinning it. Professor Hans Westerbeek from La Trobe University, Australia, summarizes a categorization of the methods in which sport is used as a vehicle for CSR programs in Chapter V. Fernando Lera from the Public University of Navarra was the moderator.The
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