An examination of the relationship between sports clubs’ levels of corporate social responsibility and sports fans’ levels of identification
DOI:
https://doi.org/10.47197/retos.v81.119717Keywords:
Fan identification, social responsibility in sports clubs, sports clubs, sports fansAbstract
Introduction: The corporate social responsibility initiatives of sports clubs are considered a key factor that not only contributes to social good but also influences fans’ perceptions of their clubs and their level of identification with them.
Objective: This study examined the relationship between sports clubs’ levels of corporate social responsibility and sports fans’ levels of identification with the club.
Methodology: The study employed a correlational survey model with a sample of 472 soccer fans aged 18 and older. Data were collected using an anonymously designed personal information form, the Corporate Social Responsibility Scale for Sports Clubs, and the Sports Fan Identification Scale. Upon examining the participants’ data, parametric tests were used in the analyses because the skewness and kurtosis values fell within the normal distribution range of ±1.5 (Tabachnick & Fidell, 2013). In the analysis, frequency and percentage values, descriptive statistics, the t-test, the ANOVA, and Pearson's correlation were used to examine the relationship between the scales.
Results: The study’s findings revealed that participants’ average levels of Corporate Social Responsibility toward Sports Clubs and identification with sports teams were above average.
Discussion: When the participants’ data regarding the relationship between the scales were analysed, a positive, moderate, and statistically significant relationship was observed between the level of sports fan identification and the sub-dimensions of Corporate Social Responsibility for Sports Clubs.
Conclusions: The study found that as participants’ identification with sports teams increased, their corporate social responsibility toward sports clubs also increased.
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