ABSTRACT

The objective of this chapter is to advance the understanding of corporate social responsibility (CSR) in English professional football through a case study analysis of the Football in the Community program at Notts County, a League One football club in the English Football League. Specifically this chapter considers some of the challenges that arise when trying to measure and evaluate the social impact of their community projects. The conclusions from the case study are that more robust evaluation is necessary that documents the importance of practitioners playing a more influential role in designing and measuring the social impact of sport. It also argues for a stronger dialogue between policy-makers/funders, practitioners and researchers, which potentially can help to develop a greater sense of ownership and understanding. The chapter also raises a number of broader questions relating to community programs such as: what is the extent of the social obligations to the diverse and complex communities in which football clubs operate? What are they capable of doing and achieving, and are these required? In addition, and as a corollary to that question, is there a danger that by heightening expectations of their “good works” is this actually setting up community departments for failure?