I can’t Help Falling in Love with my Team: Active engagement in social initiatives as a driver of fan commitment in sports

Abstract

Supporters' fervor gives rise to an irrational rather than a rational economic way of consuming football. Therefore, from a marketing perspective, the distinction between fans and spectators is crucial. Founded in 1902 as the Madrid Football Club, the team has traditionally worn a white home uniform ever since. This entity is near 20 years old and one of the largest sports education institutions in the world. While numerous definitions and interpretations of the concept of corporate social responsibility (CSR) have been offered, the general consensus would be that it represents a set of actions that appears to further some social good, extend beyond the explicit pecuniary interests of the firm and are not required by law. The omnipresence of sport has prompted the elevation of teams as influential members of the global community. This chapter demonstrates that CSR activities carried out by the team positively influences the followers' commitment towards the brand.