| Analysis of Fans' Perceptions of Social Responsibility i Professional Sports Clubs: A Phenomenological Study |
| Paper ID : 1676-SPORTCONGRESS |
| Authors |
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Leila Esmaili1, Mahboubeh Khodaparast *2, Davood Nasr Esfahani2 1Ph.D Candidate in Sports Management, Department of Sport Management, Isf.C., Islamic Azad University, Isfahan, Iran. 2Department of Sport Management , Isf.C., Islamic Azad University, Isfahan, Iran. |
| Abstract |
| Introduction: Social responsibility (SR) is crucial for the sustainability of professional sports clubs. However, fan perceptions of these initiatives are not fully understood. This study qualitatively analyzed the experiences of fans regarding SR activities in Iranian clubs. Methods: This qualitative study employed a phenomenological approach. Through purposive and snowball sampling, 18 dedicated fans of various Iranian premier league clubs were selected until theoretical saturation was achieved. Data were collected using in-depth, semi-structured interviews. The interviews were transcribed verbatim and analyzed using Colaizzi's seven-step method for phenomenological analysis to identify emergent themes and essences of the participants' experiences. Results: The analysis revealed four main themes encapsulating fans' perceptions: 1) Authenticity and Sincerity: Fans deeply valued genuine, long-term SR commitments over one-off, publicity-driven campaigns, often expressing skepticism about the underlying motives. 2) Community Connection: There was a strong emphasis on SR initiatives that directly benefited the local community, such as youth sports programs and support for vulnerable groups, which enhanced fans' sense of local pride and identity. 3) Fan Inclusion and Recognition: Participants expressed a desire to be involved in or informed about SR decision-making processes, feeling that such inclusion would strengthen their emotional bond with the club. 4) Relative Neglect of Environmental Issues: Consistent with prior literature, environmental initiatives were perceived as less immediate and impactful compared to social programs, indicating a lower priority among the fan base. Conclusion: Findings show that for social responsibility (SR) to be truly effective, clubs must shift from "performative" to "participatory and authentic" models. This study proposes four key strategies: 1) Prioritizing tangible local social initiatives over environmental ones; 2) Enhancing transparency in motives and consistently reporting outcomes; 3) Establishing permanent channels for fan involvement in identifying needs and running projects; 4) Transforming fans into formal ambassadors for SR programs. |
| Keywords |
| Social Responsibility, Fan Perceptions, Phenomenology, Professional Sports Clubs, Qualitative Study |
| Status: Abstract Accepted (Oral Presentation) |
