Corporate social responsibility and social partnerships in professional football

Within the professional football industry one of the most prominent ways to address corporate social responsibility is through a social partnership involving a range of organizations such as a Community Sports Trust (CST), a professional football club, business organizations and local authorities. These partnerships are responsible for the delivery of community initiatives around a range of social issues. This article seeks to understand the managerial aspects of this type of social partnership, and in particular the objectives and motivations for partnering, by drawing on three analytical platforms that take into account how differences between sectors affect social partnerships. Based on a series of interviews, it is shown that organizations get involved in social partnerships for different reasons and perceive the partnerships in different ways; that from an individual organizational perspective it is difficult to perceive a social partnership entirely in the context of one of the theoretical platforms; and that despite what would appear to be a strong sense of homogenization of organizational form across the sector there are significant differences between social partnerships. The article concludes by arguing that further research is needed to better understand the differences between social partnerships.