Voetbalclubs en hun socio-culturele werking Van hooliganisme tot communitywerking in Engeland en België. Een casestudy van KAA Gent en RSC Anderlecht. Deborah D’Hauwer Masterproef aangeboden binnen de opleiding master in de Culturele Studies Promotor dr. Arne de Winde Academiejaar 2014-2015 265.102 tekens ABSTRACT Football is much more than a sport. It does require a team of even more than eleven players, but it also requires a good management team, sponsors, and first and foremost: fans. Without fans, football would not even exist. Big football teams such as Real Madrid and Manchester United have a massive amount of fans, with the core being fans originating from Madrid or Manchester. In order for football to keep into existence, it should give something back to the loyal fans, to society. Football needs society, as much as society needs football. In this thesis, I will focus on the implementation of social return in the football business. The research question goes as follows: how can football teams implement a proactive way of social corporate responsibility into their business structure, and to what extent are they able to do so? I start off by going back to the roots of football: the United Kingdom. Social return, community projects and socio-cultural initiatives have their roots in hooliganism. Firstly, the concept, origins and causes of hooliganism in the UK will be explained. Secondly, I will illustrate community projects by describing briefly FC United of Manchester. FCUM is a fan-owned football team which was created by disgruntled fans of Manchester United after the takeover by Malcolm Glazer in 2005. A second part of the thesis focuses on corporate social responsibility (CSR) and its application in the Belgian football business. First of all, I will briefly explain what CSR is and how it is applied on the Belgian football model. Secondly, I focus on the already existing community project of KAA Gent: vzw Voetbal in de stad. Thirdly, I will zoom in on RSC Anderlecht NV and how this football team can integrate CSR by means of cause- related marketing (CRM). By means of sports marketing tool, I will then propose a repositioning of RSC Anderlecht NV in such a way it results in benefits both on an economic and a social level. Methodologically, this thesis is based on a combination of literature research, online surveys and questionnaires, and interviews. The outcome of the thesis is a marketing model proposition for RSC Anderlecht, in order to be more active on the level of social corporate responsibility. The broader framework and aim of this thesis is to make the Belgian football world aware of the possibilities and advantages of implementing corporate social responsibility into their business models. 1 'I know in my heart that soccer was good to me, and great to the world. Soccer took a poor kid, gave him a purpose, and showed him marvels all around the globe. It led to lifelong friendships, and it created great memories with my family. During my lifetime, I saw how soccer brought people together into communities, and made them more sensitive to the world around them. I saw, time and again, how the sport improved countless millions of lives, both on and off the field. For me, at least, that's why soccer matters’. –Pelé “Blijft wie ge zijt, probeer geen typetje te spelen.” –CVdS Bedankt, iedereen die me hierop wees. Dit is voor jullie. 2 INHOUDSTAFEL ABSTRACT ......................................................................................................................................................... 1 PERSOONLIJKE MOTIVATIE ..................................................................................................................... 7 INTRODUCTIE ................................................................................................................................................. 9 PROBLEEMGEBIED EN ONDERZOEKSVRAAG .............................................................................. 10 METHODOLOGIE ......................................................................................................................................... 12 UITWERKING ................................................................................................................................................ 13 ANGELSAKSISCHE TRADITIE .................................................................................................................. 14 1. Hooliganisme en zijn (ontstaans)context in Engeland ................................................. 15 1. Geschiedenis van voetbalhooliganisme in Engeland ......................................................... 16 1.1. Van de 19e eeuw tot de jaren 1950 ................................................................................. 16 1.2. De woelige jaren ’50 en ’60: de rol van de media ....................................................... 17 1.3. Van de jaren ’60 tot nu .......................................................................................................... 20 2. Oorzaken van voetbalhooliganisme in Engeland ................................................................ 21 2.1. Marxistische benadering...................................................................................................... 21 2.2. Ordered segmentation .......................................................................................................... 23 2.3. Working-class in de Britse maatschappij ...................................................................... 25 3. Englishness ........................................................................................................................................ 26 2. Communitywerking en Fancoaching ..................................................................................... 27 1. Heizeldrama en Hillsboroughincident .................................................................................... 28 1.1. Heizeldrama .............................................................................................................................. 28 1.2. Hillsboroughincident............................................................................................................. 28 2. Community: de gemeenschap en haar verbondenheid .................................................... 29 3. Hoe hooliganisme resulteert in preventief beleid met fancoachingprojecten ........ 30 3 3.1. Passieve maatregelen ............................................................................................................ 31 3.2. Actieve maatregelen .............................................................................................................. 33 3. FC United of Manchester ............................................................................................................... 39 1. Geschiedenis van de club .............................................................................................................. 40 1.1. Manchester United FC ........................................................................................................... 40 1.2. Verkoop van Manchester United ...................................................................................... 41 2. FC United of Manchester (FCUM) .............................................................................................. 44 2.1. Algemeen ................................................................................................................................... 44 2.2. Moston: stadion en communitywerking ........................................................................ 45 2.3. Conclusie .................................................................................................................................... 47 4. Algemene conclusie......................................................................................................................... 49 MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN EN BELGISCH VOETBAL ............... 50 1. MVO en voetbal .................................................................................................................................. 53 1. Maatschappelijk verantwoord ondernemen gedefinieerd .............................................. 53 1.1. Totstandkoming ...................................................................................................................... 53 1.2. Definiëring ................................................................................................................................. 53 2. MVO in het Belgisch voetbal ........................................................................................................ 56 2.1. Football+ Foundation ............................................................................................................ 56 2. KAA Gent en vzw Voetbal in de stad ....................................................................................... 57 1. Van Sociéte Gantoise (1864) tot het einde van het Jules Ottenstadion (2009) ....... 58 1.1. De ontstaansgeschiedenis van KAA Gent ...................................................................... 58 1.2. De tumultueuze jaren 1980 ................................................................................................ 58 1.3. Van immense schuldenput naar de top vijf in België ................................................ 59 2. Communitywerking kan (KAA) Gent redden ....................................................................... 61 4 2.1. Een paarse coalitie ................................................................................................................