Stakeholder perceptions of a professional sport organisation’s community initiatives : an exploratory case study

The contemporary literature on corporate social responsibility (CSR), corporate philanthropy, and similar areas related to organisations' involvement with social causes has emphasised the importance of this phenomenon from an organisational perspective. To date, however, knowledge from the 'demand side' or perspective of fans and other stakeholders remains under-researched. The present case study addresses this dimension, examining the case of an Australian professional sport organisation. The findings demonstrate strong agreement among respondents, particularly concerning the organisation’s engagement with the community and community orientated causes, and in promoting the sport and the club. Many comments also highlight the need for the club to instil a culture that nurtures future generations of fans. While today the notion of ‘giving back to the community’ has gained in momentum in different environments, practical and symbolic ways to connect with the community appear to be equally valued as financial or other material contributions.