The Ball is in Your Court: Using Socially Responsible Actions as an Effective Marketing Tool

Abstract

This chapter conducts an in-depth study regarding a European football club's marketing strategy and brand management approach in order to evaluate customers' perceived ethicality and how consumers value corporate social responsibility activities. Specifically, the cases of Real Madrid and Barcelona FC (also named Barça) are analyzed. These two football teams are considered as they are two of the most successful sports teams in terms of worldwide supporters and revenues. The findings highlight how European football clubs should incorporate corporate social responsibility into their marketing strategy through the evaluation of consumer's perceived corporate social responsibility values and ethicality.