Social Responsibility of Sports Clubs in Society

Moharram Abdi Pour, Legal Scholar

Corporate Social Responsibility (CSR) is a concept that has received widespread attention in economic and social fields and has, in recent years, entered the realm of sport in particular. This concept refers to the ethical and voluntary commitments of organizations to participate in the sustainable development of society, such that their activities, in addition to profitability, contribute to the improvement of social, cultural, and environmental conditions (Carroll, 1991).

In the field of sport, clubs, as organizations with extensive connections to society, play a unique role in implementing social responsibility. Unlike purely commercial enterprises, sports clubs possess distinctive social capital, including fans, media exposure, and a strong cultural presence within society. As a result, their responsible actions can generate broader and deeper social impacts (Babiak & Wolfe, 2009).

Key Dimensions of Social Responsibility in Sport

According to Carroll’s model (1991) and the studies of Babiak and Wolfe (2006), social responsibility in sport can be categorized into five main dimensions:

Economic Dimension: Sports clubs are required to generate revenue and achieve profitability to ensure their survival. This dimension represents the most fundamental level of social responsibility and includes sound financial management, job creation, and the development of services for fans (Carroll, 1991).

Legal Dimension: This dimension encompasses compliance with national and international sports laws, federation regulations, labor rights, and sports contracts. Clubs should be recognized as role models for respect for the rule of law within society (Babiak & Wolfe, 2006).

Ethical Dimension: This dimension relates to fair conduct, transparency in operations, avoidance of discrimination, and the promotion of human values within the club and the wider community. Ethical responsibility is a key factor in building public trust in sports clubs (Walker & Kent, 2009).

Philanthropic Dimension: Activities such as supporting charitable organizations, constructing free sports facilities, assisting vulnerable groups, and engaging in public-benefit initiatives fall within this dimension. These actions help strengthen the club’s social standing (Inoue & Kent, 2012).

Environmental Dimension: Sports clubs can contribute to environmental sustainability through green initiatives such as reducing energy consumption, recycling waste, constructing environmentally friendly stadiums, and providing environmental education to fans (Trendafilova et al., 2013).

Indigenous Models of Social Responsibility in Iranian Sport

Although international literature on CSR in sport primarily emphasizes Western models such as Carroll’s model (1991) or global organizational frameworks, Iran’s cultural, economic, religious, and social conditions necessitate the development of indigenous models tailored to the local context. These models not only incorporate global components of social responsibility but also align with the cultural characteristics, social beliefs, and value systems of Iranian society (Bakhshandeh, Jalali Farahani, & Sajjadi, 2015).

CSR Model in Iranian Private Sports Clubs

In another study focusing on fitness clubs in the city of Rasht, a model of corporate social responsibility was developed with particular emphasis on the psychological dimensions of customers. The findings indicated that CSR not only influences customers’ mental image of clubs but also enhances loyalty and satisfaction through brand image (Gohar Rostami, Pour Yousefi, Benar, & Nazari, 2022).

Cultural–Religious Approach to Social Responsibility

One of the distinctive features of Iran’s indigenous CSR model is the significant role of religion and religious beliefs. Many sports clubs in Iran, especially during religious occasions such as the month of Ramadan, Muharram, or national events, engage in extensive voluntary and charitable activities. These initiatives pursue not only social objectives but also carry strong cultural and religious connotations (Razavi, 2019).

The Role of Social Media in Enhancing CSR in Sports Clubs

In the digital era, social media has become a key tool for direct and extensive communication between sports clubs and their audiences. These platforms—such as Instagram, Twitter, Facebook, and Telegram—not only play an effective role in sports marketing and fan management but also increasingly contribute to promoting and strengthening CSR activities (Abeza et al., 2013). Through these tools, clubs can disseminate their social messages widely, rapidly, and interactively, raise public awareness, and encourage active fan participation.

Direct and Two-Way Communication with Society

Social media enables unmediated communication with fans, providing clubs with the opportunity, alongside covering sporting events, to inform the public about CSR projects and receive immediate feedback from audiences (Wallace, Wilson, & Miloch, 2011). This two-way interaction enhances trust and transparency.

Mobilizing Public Participation and Fan Engagement

Social media platforms provide a suitable environment for launching social campaigns such as public fundraising, organizing charitable challenges, or coordinating volunteer fan activities. Successful examples—such as the “Aid for Flood Victims” campaign by Persepolis FC or the “No to Racism” initiatives by European clubs—demonstrate the power of social media in mobilizing public engagement (Hashemi et al., 2021).

Transparency and Accountability

One of the persistent challenges in implementing CSR is the lack of transparency and insufficient public reporting. Social media offers clubs the opportunity to present transparent reports of their social initiatives, thereby enhancing accountability to society and stakeholders (Love, 2020). This process strengthens public trust.

Conclusion

The social responsibility of sports clubs plays a vital role in strengthening relationships with fans, improving brand image, and enhancing customer loyalty. Given the positive impacts of these activities, it is recommended that sports clubs adopt strategic planning for CSR implementation and utilize tools such as social media to establish effective communication with society.