Oshimi Daichi, Yamaguchi Shiro, Fukuhara Takayuki, Tagami Yoshifumi
School of Physical Education, Tokai University, Hiratsuka, Japan.
Faculty of Human and Social Sciences, University of Marketing and Distribution Sciences, Kobe, Japan.
Front Sports Act Living. 2022 Jan 17;3:736595. doi: 10.3389/fspor.2021.736595. eCollection 2021.
In response to the lack of evidence for visualizing the monetary value of professional sport teams' CSR-related social impact, this study aimed to calculate the social impact of a Japanese professional soccer team's corporate social responsibility (CSR) activity (i.e., community soccer/physical activity program) by using a social return on investment (SROI) framework. Specifically, Matsumoto Yamaga Football Club was used for the estimation. This professional soccer team was ranked in the top division of the league (J1) during the estimation period and engaged in CSR activities at 129 community soccer schools in a year (2019-2020). The SROI calculation involved five stages: (1) identifying key stakeholders, (2) mapping inputs, outputs, and outcomes, (3) measuring and valuing outcomes, (4) establishing impact, and (5) calculating SROI. For the first step, we specified seven major stakeholders (soccer team, nursery school children, parents, coaches, teachers, local governments, and local football associations) and conducted interview investigations with each stakeholder. Our result showed that the social value of the teams' targeted community soccer school was USD 54,160, and the total financial and non-financial inputs to the school were USD 10,134, meaning an SROI ratio of 5.3. This means that for every USD invested in a community soccer school, social benefit worth USD 5.3 was generated. This study contributes to advancing social impact research in sport by shedding light on the monetary value of the social impact of professional sport teams' CSR activities. In addition, it also has practical implications for team managers looking to utilize CSR activities as a management strategy, through cost-effective investment and optimization of resources.
鉴于缺乏关于可视化职业运动队企业社会责任（CSR）相关社会影响的货币价值的证据，本研究旨在通过使用社会投资回报率（SROI）框架来计算一支日本职业足球队的企业社会责任活动（即社区足球/体育活动项目）的社会影响。具体而言，本研究以松本山雅足球俱乐部为例进行估算。在估算期间，这支职业足球队在联赛顶级联赛（J1）中排名，并在一年（2019 - 2020年）内在129所社区足球学校开展企业社会责任活动。SROI计算包括五个阶段：（1）确定关键利益相关者，（2）绘制投入、产出和成果图，（3）衡量和评估成果，（4）确定影响，（5）计算SROI。第一步，我们确定了七个主要利益相关者（足球队、幼儿园儿童、家长、教练、教师、地方政府和地方足球协会），并对每个利益相关者进行了访谈调查。我们的结果表明，球队目标社区足球学校的社会价值为54,160美元，学校的总财务和非财务投入为10,134美元，这意味着SROI比率为5.3。这意味着在社区足球学校每投资1美元，就能产生价值5.3美元的社会效益。本研究通过揭示职业运动队企业社会责任活动的社会影响的货币价值，为推进体育领域的社会影响研究做出了贡献。此外，它对于希望将企业社会责任活动作为一种管理策略的球队管理者也具有实际意义，有助于他们进行具有成本效益的投资和资源优化。
