Authors: Ugur Sonmezoglu*(1)
(1) Ugur Sonmezoglu is a Research Assistant Dr. in the Department of Sport Management at the Pamukkale University, Turkey.
Ugur Sonmezoglu, Ph.D.
Faculty of Sport Sciences, Pamukkale University
Kinikli, Denizli, 20140
The aim of this research was to reveal purposes and effects of corporate social responsibility (CSR) activities of fan clubs. Qualitative research methods were used in the research. Interview and document analysis method were used as a data collection tool. 20 activities of Besiktas (BJK) Karadeniz Eregli Association, Fenerbahçe (FB) Biga Associations, FB Bolu Association, Trabzonspor (TS) Vira Fan Group and Galatasaray (GS) Ultraslan fan clubs, making up the sampling group of the research, were examined by document analysis method. Subsequently, interviews were held with the representatives of these fan organizations. According to the research results, it was revealed that the purposes of fan organizations in CSR activities were dissemination of social awareness, social benefit and realization of advocacy mission; and a process was followed up such as receiving requests from the needy for CSR activities, partnership with non-governmental organizations, fundraising, revenue item formation, and usage of social media and communication tools; and professional approach style in CSR activities, encouragement by the club and the size of fan organizations in social media access webs gave an advantage to CSR projects to succeed.
Moreover, it was observed that CSR activities of fan organizations had favorable effects on the soccer clubs such as strengthening of club image, increasing fan loyalty, gaining supporters and financial contribution to the club. Finally, it was observed that CSR activities had favorable effects on the approach of soccer club to fan organizations, differentiation of fan organization from other fan organizations, on forming good relationships with other fan organizations, on gaining respect, trust and image to fan organization, mingling in fan organizations, growth of fan organizations and increase in loyalty to fan organizations.
KEYWORDS: Fan Organizations, Corporate Social Responsibility, Qualitative Research