Everton in Tanzania - Social Impact Report (original) (raw)
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Assessing the Impact of Football Sponsorship on Club and Player Welfare in Malawi
The study was conducted in Malawi to assess the benefits of football sponsorships to the welfare of clubs and players and selected football clubs in the Malawi Super League were used as a case study. Specifically, the study set out to achieve three objectives namely; to assess benefits of football sponsorships to clubs and players, investigate factors preventing clubs and players from benefitting from football sponsorships in Malawi, and explore roles of key stakeholders in improving the welfare of football clubs and players in Malawi. The research adopted both deductive and inductive approaches and data was collected through open ended interviews. Microsoft Excel was used to present data which was analyzed using SPSS, while thematic content analysis was done to derive meaningful results. From the literature review it was established that although companies in Malawi invest huge sums of money into football sponsorship as part of Corporate Social Responsibility, the sport has power to promote sponsors' businesses and provide brand differentiation from competitors. From the primary data, the findings reveal that sponsorships allow football players to earn a living and be exposed to opportunities to play for high paying overseas clubs. Football clubs also earn revenue through winning championships, gate revenue collections, subvention and promotional initiatives. However, football clubs' failure to commercialize and run as businesses impede efforts to create opportunities for more revenue to help improve club and player welfare. The study has recommended formulation of policies that incentivize commercial partners to sponsor football, a review of the Malawi Super League sponsorship contract to make it deliver more positive outcomes for football clubs and players, and full commercialization of all clubs in Malawi Super League so that they are better positioned to run as businesses and support sponsors' corporate social responsibility programs and businesses.
The regulations of football, football clubs and competitions were established in England during the nineteenth century allowing the growth of domestic football in Great Britain. Due to later developments in international tournaments, similar models of governing football spread throughout the world. The historical pedigree and current significance of English teams has stimulated a growing international interest in English football’s most prestigious tournament, the Premier League, largely through mass-media coverage. The global appeal and exposure of elite-level clubs in the UK has resulted in many of these clubs becoming increasingly dependent upon international markets for players, personnel and income through sponsorship and television coverage rights. However, some clubs have resisted these globalising tendencies, focusing instead on community development. In collaboration with a number of sporting bodies, Everton Football Club (F.C.) have sought to remain true to the essence of their identity as a “people’s club”, by devising a number of community-based initiatives. This article examines the partnerships which the club’s community department has devised; principally for the provision of football opportunities for young people in the community. Interviews were conducted with key personnel from Everton’s community coaching staff and the Liverpool Schools Sports Partnership, as well as with young participants working within the initiative. The sport programmes implemented were considered to have helped improve the sports skills of some young people as well as direct the future career paths of some participants, by informing their decisions regarding applications for school, college and university courses. The partnerships developed were also perceived to have supported Everton F.C. in tackling key challenges and negative stereotyping directed towards the club and the surrounding communities. In conclusion, further research is necessary in order to ascertain the long-term impact of the programmes implemented by Everton F.C. and the extent to which these have supported the club’s claims and aims to reflect and represent the whole community of Everton through such provision.
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This paper is based on the foundation of an integrated sport program for positive social change and health promotion, and presents a case study of a community-based health promotion/social change organization (Football United) and the relationship it has with a corporate sponsor (JP Morgan). The paper articulates the various issues that arise in the management of such a program and the involvement of sponsors in its operation, specifically dealing with themes of corporate partnership and capacity building in the context of corporate social responsibility towards social change. Illustrated through the JP Morgan- Football United case study, the paper explores: the difficulties of maintaining a program that remains faithful to the expectations and demands of each stakeholder group involved; the challenges involved in harnessing support for a program when moving beyond the one-dimensional transfer of funds; the different needs and expectations of/for volunteers with this type of complex...
Corporate social responsibility and social partnerships in professional football
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Within the professional football industry one of the most prominent ways to address corporate social responsibility is through a social partnership involving a range of organisations such as a Community Sports Trust (CST), a professional football club, business organisations, and local authorities. These partnerships are responsible for the delivery of community initiatives around a range of social issues. This article seeks to understand the managerial aspects of this type of social partnership, and in particular the objectives and motivations for partnering, by drawing on three analytical platforms that take into account how differences between sectors affect social partnerships. Based on a series of interviews, it is shown that organisations get involved in social partnerships for different reasons and perceive the partnerships in different ways; that from an individual organisational perspective it is difficult to perceive a social partnership entirely in the context of one of the theoretical platforms; and that despite what would appear to be a strong sense of homogenization of organisational form across the sector there are significant differences between social partnerships. The article concludes by arguing that further research is needed to better understand the differences between social partnerships.
Community Perceptions of a CSR Programme: A Case Study of a Professional Football Club
Corporate Ownership and Control
Professional sport organisations, especially football clubs have been historically characterised by committed and loyal support from local communities an example of such a relationship can be traced to 1888, when the leading Scottish club Celtic FC implemented a unique governance system that included allowing their fans to have a say in the running of the organisation (Carr, Findlay, Hamil, Hill and Morrow, 2000); such an accommodation could be viewed as an early example of a corporate social responsibility initiative at a professional football club. It is therefore not surprising that many present day professional football clubs are increasingly integrating Corporate Social Responsibility (CSR) as part of their overall business and operational strategy in order to facilitate sustainable success in a competitive and often volatile environment. However, little if any research has been conducted in an African context regarding CSR programmes and professional sport organisations. In re...
Development Southern Africa, 2011
This study investigated the sport development and social legacy of the 2010 FIFA World Cup. It assessed the impact of an event-themed legacy project on Gansbaai, a non-host, small-town community in the Western Cape, South Africa. The Football Foundation of South Africa (FFSA) was established to capitalise on the increased excitement about football as a result of the 2010 mega-event, aiming to leave a sport and social development legacy in a region that might not otherwise directly benefit. The FFSA embarked on a project to accelerate social change and community integration in a racially divided community through sport. The short-term results indicate that the community has experienced an increased level of intangible legacies, such as youth development, social integration and community pride. The FFSA is leaving a sport and social legacy for the community beyond 2010. It will be necessary to monitor the impacts on a more long-term basis.
Challenges Faced by the Zimbabwe Football Association on Securing Corporate Sponsorship
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The aim of this study was to investigate the challenges being faced by the Zimbabwe Football Association in its quest to secure corporate sponsorship. This study adopted a qualitative methodology, utilizing the case study as the research design which guided the generation of relevant data. Focus group discussions and in-depth interviews were used to collect data from senior and middle management personnel at the Zimbabwe Football Association (ZIFA) and the Sports and Recreation Commission (SRC). Data was also collected from football coaches and football fans using questionnaires and some was extracted from relevant ZIFA documents. A total of 45 study respondents were purposively sampled for data collection. The study established that the Zimbabwe Football Association faced a myriad of challenges in sourcing corporate sponsorship. These included negative publicity, socio-economic challenges, ineffective marketing strategies, poorly qualified administrative personnel as well as maladm...
The real legacy of the 2010 World Cup is that people in the focus areas of Cape Town, Durban and Johannesburg-Tshwane may have received some benefit from infrastructural development while much of the rest of South Africa has fallen further behind those globally projecting conurbations. Though the literature on sport and community development is growing rapidly as is work on legacy and mega events, there are few studies that examine initiatives generated within local communities, particularly those located well away from the activities of international sport development agencies. In this paper, we examine a village football team in rural Mpondoland in the far reaches of the Eastern Cape located well away from the impact of World Cup football related initiatives. We also explore activities of international sport development agencies. We examine the motivations of the players, the community role that football plays and how community generated initiatives might be supported and nurtured with full involvement and democratic decision-making practices embedded into the operation of local sporting groups. Understanding the hurdles faced in resource-strapped communities will enhance discussion of the ways in which sporting development can be supported rather than imposed and become sustainable in the future.
Initiatives aimed at reducing poverty with sport: A case in Zimbabwe
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The Homeless World Cup (HWC) is an international futsal event in which only homeless people can participate. Annually, more than 500 men and women players are sent by national partners from over 60 countries. These national partners conduct activities in each country to select their members. Youth Achievement Sports for Development (YASD) is a Zimbabwean organization established in 2011, which aims to support disadvantaged and impoverished children and youth in the Hatcliffe suburb of the capital city, Harare. The author conducted semi-structured interviews with 12 people related to YASD mainly in English (the local language “Shona” was also used). The interviews were held in February 2017, with an average time of 45 minutes per interview. Prior to the fieldwork in Harare, two interviews were conducted with the president of YASD in August 2015 in Amsterdam, the Netherlands, and July 2016 in Glasgow, Scotland, venues of the HWC. The key themes of all interviews were 1) YASD activitie...
CORPORATE SOCIAL RESPONSIBILITY IN ENGLISH FOOTBALL: HISTORY AND PRESENT Management & Marketing
The purpose of this descriptive research is to present what kind of corporate social responsibility (CSR) activities English football clubs are implementing. The paper was designed by approaching the examples of the twenty clubs playing in the 2010-2011 season of the Premier League. A key finding is that football clubs are not only interested in the sporting outcome on the field, but they are also aware of their social status. An implication of this research would be to encourage academics to research more upon the use of CSR in professional sports, as there is a lack of literature regarding this topic. Diminishing the lack was the reason why sport has been chosen as an example, while the reason for selecting English clubs as case studies is backed up by the fact that these organizations have some of the most developed CSR programs in European sport. Limitations of the paper are that it does not offer financial implications of running CSR programs, nor does it trace very deep the implications of the programs on individuals. The originality of the research is provided by the combination between CSR and football, resulting in a topic that few academics have been concerned with researching.