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

Year 2025, Volume: 30 Issue: 4, 142 - 151, 31.12.2025

Can Çavin Ötkan

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

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

Corporate social responsibility , Fan identification , Football clubs , Hierarchical regression

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