The Impact of Football Clubs’ Corporate Social Responsibility Activities on Fan Identification

Can Çavin Ötkan

doi:10.53434/gbesbd.1804680

The Impact of Football Clubs’ Corporate Social Responsibility Activities on Fan Identification

Abstract

This study aimed to investigate the impact of football clubs’ corporate social responsibility (CSR) activities on fan identification and to evaluate the role of demographic factors as control variables within this relationship. The research employed a correlational survey model, which is a quantitative research method. The population consisted of fans of teams in Turkey’s professional football leagues, with the sample group comprising 446 participants. A power analysis was conducted to determine this sample size. The data collection instruments were the Corporate Social Responsibility Scale for Sports Organizations, adapted into Turkish by Sönmezoğlu et al. (2016), and the Sport Spectator Identification Scale, adapted into Turkish by Günay and Tiryaki (2003). Data analysis utilized descriptive statistics, Pearson correlation, and hierarchical regression analysis. The correlation analysis revealed a significant relationship only between fan identification and the economic responsibility sub-dimension. Similarly, the hierarchical regression analysis indicated in Model 1 that this sub-dimension had a significant and positive effect on identification. Demographic variables were incorporated into Model 2, and it was observed that the effect of the economic responsibility sub-dimension remained significant. The frequency of attending matches at the stadium, gender, hometown team fandom, and age were identified as significant predictors. The findings demonstrate that, in Turkish football, economic responsibility is a more decisive factor in fan identification compared to other types of CSR activities, and this effect persists independently of demographic factors.

Keywords

References

Anagnostopoulos, C., Byers, T., & Shilbury, D. (2014). Corporate social responsibility in professional team sport organisations: towards a theory of decision-making. European Sport Management Quarterly, 14(3), 259–281. https://doi.org/10.1080/16184742.2014.897736
Anşin, Z., & Şentürk, Z. A. (2020). Spor kulüplerinin kurumsal sosyal sorumluluk faaliyetlerinin kulüp imajı ve marka imajına etkisi: Beşiktaş taraftarı üzerinde ampirik araştırma. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi, 6(1), 314-328.
Babiak, K., & Wolfe, R. (2009). Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of Sport Management, 23(6), 717–742. https://doi.org/10.1123/jsm.23.6.717
Bason, T., & Anagnostopoulos, C. (2015). Corporate social responsibility through sport: A longitudinal study of the FTSE100 companies. Sport, Business and Management: An International Journal, 5(3), 218-241. https://doi.org/10.1108/SBM-10-2014-0044
Becker, T. E. (2005). Potential problems in the statistical control of variables in organizational research: A qualitative analysis with recommendations. Organizational Research Methods, 8(3), 274-289. https://doi.org/10.1177/1094428105278021
Bernerth, J. B., & Aguinis, H. (2016). A critical review and best‐practice recommendations for control variable usage. Personnel Psychology, 69(1), 229–283. https://doi.org/10.1111/peps.12103
Bradish, C., & Cronin, J. J. (2009). Corporate social responsibility in sport. Journal of Sport Management, 23(6), 691-697. https://doi.org/10.1123/jsm.23.6.691
Branscombe, N. R., & Wann, D. L. (1992). Role of identification with a group, arousal, categorization processes, and self-esteem in sport spectator aggression. Human Relations, 45(10), 1013–1033. https://doi.org/10.1177/001872679204501001

Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2024). Bilimsel araştırma yöntemleri (36. baskı). Pegem Akademi.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48. https://doi.org/10.1016/0007-6813(91)90005-G
Chang, M. J., Ko, Y. J., Connaughton, D. P., & Kang, J. H. (2016). The effects of perceived CSR, pride, team identification, and regional attachment: The moderating effect of gender. Journal of Sport & Tourism, 20(2), 145-159. https://doi.org/10.1080/14775085.2016.1193822
Chen, Z., Ying, H., & Chen, Q. (2024). Major sporting events, corporate social responsibility, and the value of sports-listed companies. Finance Research Letters 69:106060. https://doi.org/10.1016/j.frl.2024.106060
Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34(3), 366–375. https://doi.org/10.1037/0022-3514.34.3.366
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Routledge.
Crisp, R. J., Heuston, S., Farr, M. J., & Turner, R. N. (2007). Seeing red or feeling blue: Differentiated intergroup emotions and ingroup identification in soccer fans. Group Processes & Intergroup Relations, 10(1), 9–26. https://doi.org/10.1177/1368430207071337
Çiftçioğlu, B. A., & Gök, B. (2018). Kurumsal sosyal sorumluluğun kurumsal itibara etkisi ve bir uygulama. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(2), 183-196. https://doi.org/10.31592/aeusbed.443118
Demirel, A. (2020). CSR in sport sponsorship consumers’ perceptions of a sponsoring brand’s CSR. International Journal of Sports Marketing and Sponsorship, 21(2), 371-388. https://doi.org/10.1108/IJSMS-09-2019-0108
Doosie, B., Spears, R., & Ellemers, N. (2002). Social identity as both cause and effect: The development of group identification in response to anticipated and actual changes in the intergroup status hierarchy. British Journal of Social Psychology, 41(1), 57–76. https://doi.org/10.1348/014466602165054
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management reviews, 12(1), 8-19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160.
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage.
Fifka, M. S., & Jaeger, J. (2020) CSR in professional European football: An integrative framework, Soccer & Society, 21(1), 61-78, https://doi.org/10.1080/14660970.2018.1487840
Filizöz, B, & Fişne, M. (2011). Corporate social responsibility: A study of striking corporate social responsibility practices in sport management. Procedia Social and Behavioral Sciences, 24, 1405-1417. https://doi.org/10.1016/j.sbspro.2011.09.062
Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). An examination of team identification: Which motives are most salient to its existence? International Sports Journal, 6(2), 195–207.
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255. https://doi.org/10.1057/bm.2000.10
Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual’s psychological connection to sport. Sport Management Review, 4(2), 119–150. https://doi.org/10.1016/S1441-3523(01)70072-1
Halıcı, A., Karacif, A., & Karacan-Doğan, P. (2024). Futbol taraftarlarının EFANgelizm düzeylerinin değişkenlere göre incelenmesi. Gazi Beden Eğitimi ve Spor Bilimleri Dergisi, 29(1), 32-39. https://doi.org/10.53434/gbesbd.1371408
Hamil, S., & Morrow, S. (2011). corporate social responsibility in the Scottish Premier League: Context and motivation. European Sport Management Quarterly, 11(2), 143–170. https://doi.org/10.1080/16184742.2011.559136
Heere, B., Walker, M., Yoshida, M., Ko, Y. J., Jordan, J. S., & James, J. D. (2011). Brand community development through associated communities: Grounding community measurement within social identity theory. Journal of Marketing Theory and Practice, 19(4), 407-422. https://doi.org/10.2753/MTP1069-6679190404
Himmelstein, J.L. (1997). Looking good and doing good: Corporate philanthropy and corporate power. Indiana University Press.
Homburg, C., Stierl, M., & Bornemann, T. (2013). Corporate social responsibility in business-to-business markets: How organizational customers account for supplier corporate social responsibility engagement. Journal of marketing, 77(6), 54-72. https://doi.org/10.1509/jm.12.0089
Hwang, J., & Kandampully, J. (2015). Embracing CSR in pro-social relationship marketing program: Understanding driving forces of positive consumer responses. Journal of Services Marketing, 29(5), 344-353. https://doi.org/10.1108/JSM-04-2014-0118
Inoue, Y., Kent, A., & Lee, S. (2011). CSR and the bottom line: Analyzing the link between CSR and financial performance for professional teams. Journal of Sport Management, 25(6), 531–549. https://doi.org/10.1123/jsm.25.6.531
Jaberi, A., & Bahiraei, S. (2025). The effect of brand identity on the brand prestige of football clubs in Iranian Premier League with the mediating role of fan-team identification. Research in Sport Management and Marketing. 3(2), 1-12. https://doi.org/10.22098/rsmm.2025.15952.1414
Jäger, J., & Fifka, M. (2022). The relationship between perceived corporate social responsibility and perceived organisational performance in professional sports organisations. European Sport Management Quarterly, 24(1), 222–245. https://doi.org/10.1080/16184742.2022.2099922
Jonker, J., & Witte M. D. (2006). Management models for corporate social responsibility, Springer.
Keinert, C. (2008). Corporate social responsibility as an international strategy. Springer.
Keleş, F., & Adatepe, E. (2024). Spor kulüplerinin taraftarlar tarafından algılanan kurumsal sosyal sorumluluklarının incelenmesi. Uluslararası Anadolu Sosyal Bilimler Dergisi, 8(3), 772-788. https://doi.org/10.47525/ulasbid.1519101
Kim, D., Ko, Y., Lee, J. L., & Kim, Y. C. (2020). The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures. International Journal of Sports Marketing and Sponsorship, 21(1), 70-90. https://doi.org/10.1108/IJSMS-01-2019-0011
Kim, J. K., Overton, H., Hull, K., & Choi, M. (2018). Examining public perceptions of CSR in sport. Corporate Communications: An International Journal, 23(4), 629-647. https://doi.org/10.1108/CCIJ-05-2018-0060
Kim, S., & Manoli, A. E. (2020). Building team brand equity through perceived CSR: The mediating role of dual identification. Journal of Strategic Marketing, 30(3), 281–295. https://doi.org/10.1080/0965254X.2020.1795912
Kolbe, R., & James, J. D. (2000). An identification and examination of influences that shape the creation of a professional team fan. International Journal of Sports Marketing and Sponsorship, 2(1), 14-28. https://doi.org/10.1108/IJSMS-02-01-2000-B003
Kolyperas, D., & Sparks, L. (2011). Corporate social responsibility communications in the G-25 football clubs. International Journal of Sport Management and Marketing, 10(1/2), 83–103.
Kolyperas, D., Morrow, S., & Sparks, L. (2015). Developing CSR in professional football clubs: Drivers and phases. Corporate Governance, 15(2), 177-195. https://doi.org/10.1108/CG-05-2014-0062
Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554. https://doi.org/10.1123/jsm.21.4.540
Lacey, R., & Kennett-Hensel, P. A. (2010). Longitudinal effects of corporate social responsibility on customer relationships. Journal of Business Ethics, 97(4), 581–597. https://doi.org/10.1007/s10551-010-0526-x
Lee, S., Lee, Y., & Kang, M. (2023). Association between team identification and sport consumption behaviors: A meta-analysis. Journal of Global Sport Management, 10(2), 252-276. https://doi.org/10.1080/24704067.2023.2246137
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16-32. https://doi.org/10.1509/jmkg.68.4.16.42726
Lock, D., Funk, D. C., Doyle, J. P., & McDonald, H. (2014). Examining the longitudinal structure, stability, and dimensional interrelationships of team identification. Journal of Sport Management, 28(2), 119-135. https://doi.org/10.1123/jsm.2012-0191
Lu, H. F. (2024). Motivations and strategies of sport-based corporate social responsibility: Multiple case studies of Taiwanese enterprises. Sustainability, 16(14), 6027. https://doi.org/10.3390/su16146027
Ma, S. C., & Kaplanidou, K. (2021). How corporate social responsibility and social identities lead to corporate brand equity: An evaluation in the context of sport teams as brand extensions. Sport Marketing Quarterly, 30(1), 16-29. https://doi.org/10.32731/SMQ.301.032021.02
Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. https://doi.org/10.1111/j.1745-6606.2005.00006.x
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45–72. https://doi.org/10.1111/j.1745-6606.2001.tb00102.x
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Morrison, K. A., Misener, K. E., & Mock, S. E. (2018). The influence of corporate social responsibility and team identification on spectator behavior in major junior hockey. Leisure Sciences, 42(2), 133–151. https://doi.org/10.1080/01490400.2017.1408511
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Nyadzayo, M. W., Leckie, C., & McDonald, H. (2016). CSR, relationship quality, loyalty and psychological connection in sports. Marketing Intelligence & Planning, 34(6), 883-898. https://doi.org/10.1108/MIP-08-2015-0148
O’Brien, R. M. (2007). A caution regarding rules of thumb for variance inflation factors. Quality & Quantity, 41(5), 673-690. https://doi.org/10.1007/s11135-006-9018-6
Park, J., Kerr, S., & Kim, I. G. (2018). The effect of perceived CSR on team identification and team loyalty in professional football in Korea. International Journal of Sport Management and Marketing, 18(6), 535-554. https://doi.org/10.1504/IJSMM.2018.095231
Park, S., Ahn, S., & Kim, S. (2024). Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase. Journal of Retailing and Consumer Services, 77, 103683. https://doi.org/10.1016/j.jretconser.2023.103683
Smith, A. C., & Westerbeek, H. M. (2007). Sport as a vehicle for deploying corporate social responsibility. Journal of corporate citizenship, (25), 43-54.
Son, J., Dittmore, S. W., & Choi, Y. (2023). Understanding the relationship between corporate social responsibility, team identification, and behavioral intention with the mediating effect of satisfaction in Korean Professional Baseball League. Sustainability, 15(10), 8381. https://doi.org/10.3390/su15108381
Sutton, W. A., McDonald, M. A., & Milne, G. R. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22. https://doi.org/10.1177/106169349700600104
Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson.
Tajfel, H. (1982). Social psychology of intergroup relation. Annual Review of Psychology, 33(1), 1–30. https://doi.org/10.1146/annurev.ps.33.020182.000245
Tekerek, A. R., & Gençay, S. (2024). Taraftarların takımlarıyla özdeşleşme ve tüketim davranışı: X ve y kuşağı bağlamında bir inceleme. Spormetre Beden Eğitimi ve Spor Bilimleri Dergisi, 22(4), 86-97. https://doi.org/10.33689/spormetre.1480804
Trendafilova, S., Babiak, K., & Heinze, K. (2013). Corporate social responsibility and environmental sustainability: Why professional sport is greening the playing field. Sport Management Review, 16(3), 298-313. https://doi.org/10.1016/j.smr.2012.12.006
Ullah, F., Wu, Y., Mehmood, K., Jabeen, F., Iftikhar, Y., Acevedo-Duque, Á., & Kwan, H. K. (2021). Impact of spectators’ perceptions of corporate social responsibility on regional attachment in sports: Three-wave indirect effects of spectators’ pride and team identification. Sustainability, 13(2), 597. https://doi.org/10.3390/su13020597
Van de Ven, B. (2008). An ethical framework for the marketing of corporate social responsibility. Journal of business ethics, 82(2), 339-352. https://doi.org/10.1007/s10551-008-9890-1
Walker, M., & Kent, A. (2009). Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry. Journal of Sport Management, 23(6), 743-769. https://doi.org/10.1123/jsm.23.6.743
Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127-143. https://doi.org/10.1007/s11747-007-0015-7
Wann, D. L., & Branscombe, N. R. (1990). Die-hard and fair-weather fans: Effects of identification on BIRGing and CORFing tendencies. Journal of Sport and Social Issues, 14(2), 103–117. https://doi.org/10.1177/019372359001400203
Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology, 24(1), 1–17.
Zeigler, E. F. (2007). Sport management must show social concern as it develops tenable theory. Journal of Sport Management, 21(3), 297-318. https://doi.org/10.1123/jsm.21.3.297

Details

Primary Language

English

Subjects

Sports Activity Management

Journal Section

Research Article

Authors

Can Çavin Ötkan ^*
0000-0003-3800-4923
Türkiye

Publication Date

December 31, 2025

Submission Date

October 16, 2025

Acceptance Date

December 13, 2025

Published in Issue

Year 2025 Volume: 30 Number: 4

DOI

https://doi.org/10.53434/gbesbd.1804680

IZ

https://izlik.org/JA83GU59NG

Cite

RIS / Bibtex

APA

Ötkan, C. Ç. (2025). The Impact of Football Clubs’ Corporate Social Responsibility Activities on Fan Identification. Gazi Journal of Physical Education and Sport Sciences, 30(4), 142-151. https://doi.org/10.53434/gbesbd.1804680