Golden Medals: The Impact of Individual Social Responsibility on Sports Corporate Reputation

Abstract

This chapter conducts an in-depth study regarding European football clubs' marketing strategies and brand management approaches in order to evaluate customers' perceived ethicality and how consumers value corporate social responsibility activities. Specifically, the case of European football clubs is evaluated during the 2013-2018 period. The evolution of the value of the top 20 football teams in 2013 were considered as they are the most valuable ones, and most renowned in terms of worldwide supporters and revenues. Furthermore, the success of the top three teams, Manchester United, FC Barcelona, and Real Madrid FC, were studied. The findings highlight how European football clubs should incorporate corporate social responsibility into their marketing strategy, combining it with their own players' approaches, in order to increase their value and reputation.