Quotation Herold, David Martin, Harrison, C. Keith, Bukstein, Scott. 2022. Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship. International Journal of Sports Marketing & Sponsorship.


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Abstract

Purpose A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club. Design/methodology/approach Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image. Findings The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs. Originality/value Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Journal of Sports Marketing & Sponsorship
Citation Index SSCI
WU-Journal-Rating new MAR-D, STRAT-D
Language English
Title Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship
Year 2022
Reviewed? Y
URL https://www.emerald.com/insight/content/doi/10.1108/IJSMS-03-2022-0058/full/html
DOI https://doi.org/10.1108/IJSMS-03-2022-0058
Open Access Y
Open Access Link https://www.emerald.com/insight/content/doi/10.1108/IJSMS-03-2022-0058/full/html

Associations

People
Herold, David Martin (Details)
External
Bukstein, Scott (University of Central Florida, United States/USA)
Harrison, C. Keith (University of Central Florida, United States/USA)
Organization
Institute for Transport and Logistics Management (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5332 Transport economics (Details)
5333 Business management (Details)
5354 Business logistics (Details)
5368 Sustainable development, sustainable economics (Details)
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