Generally, the interview evidence suggests that the influences motivating an engagement with CSR and community involvement varied between the two clubs interviewed and the findings will be discussed according to the five different themes; Motivation for Choosing Initiatives, Practicalities of Implementing New Initiatives/Continuing Initiatives, Relationship Between Football Clubs and Community Foundation, Feedback From Fans and Surrounding Community, and lastly Reflections and Future Directions. Both clubs were asked the same questions in the same order, however as the interviews were semi-structured in nature, there were variations at different points during the interviews. Interestingly, both clubs have structured their CSR activity to be
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In each case, they had received positive feedback and felt that the GameChanger Partnership in Club One and the Foundation in Club Two have been successful with regards to the aims they set out at the beginning. Club One put the majority of success for GameChanger to the strong relationship they’ve built with NHS, explaining that, ‘the health professionals and people living and working in these environments are the ones that actually know.’ They expressed a desire to continue and then further develop their ‘Match Fit’ campaign (see Table 2) for the upcoming season. Furthermore, they are initiating two new projects, one a partnership with Network Rail in a employment and education course for people who have previous convictions or are homeless, as well as working with the local criminal justice system to help young adults who have previously been in trouble with the law. Club Two stated that they couldn’t quite believe that they have achieved so much, with regards to the ownership process and how much the membership has increased over the past two years and they are ever closer to their goal which is that, ‘the fans will own the football club, but it will be run by a professional board and a professional executive.’ Over the next season they are focussing on building a new stand, which will increase the stadium capacity, a decision that was made by the fans themselves in a recent vote. Furthermore, they will continue to grow the charitable arm of the club, although on a smaller scale compared to Club
In each case, they had received positive feedback and felt that the GameChanger Partnership in Club One and the Foundation in Club Two have been successful with regards to the aims they set out at the beginning. Club One put the majority of success for GameChanger to the strong relationship they’ve built with NHS, explaining that, ‘the health professionals and people living and working in these environments are the ones that actually know.’ They expressed a desire to continue and then further develop their ‘Match Fit’ campaign (see Table 2) for the upcoming season. Furthermore, they are initiating two new projects, one a partnership with Network Rail in a employment and education course for people who have previous convictions or are homeless, as well as working with the local criminal justice system to help young adults who have previously been in trouble with the law. Club Two stated that they couldn’t quite believe that they have achieved so much, with regards to the ownership process and how much the membership has increased over the past two years and they are ever closer to their goal which is that, ‘the fans will own the football club, but it will be run by a professional board and a professional executive.’ Over the next season they are focussing on building a new stand, which will increase the stadium capacity, a decision that was made by the fans themselves in a recent vote. Furthermore, they will continue to grow the charitable arm of the club, although on a smaller scale compared to Club