The evaluation of CSR in sport and the role of academic research

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by:

Dr Geoff Walters, Birkbeck, University of London
Dr Juan L. Paramio-Salcines, Universidad Autónoma de Madrid, Spain
Dr John Grady, University of South Carolina
Dr Dan Parnell, Leeds Beckett University

B35 Lecture Theatre
Main Birkbeck Building
Torrington Square
London WC1

Tuesday, March 24th 2015 at 6pm

For directions click here

Attendance at the event is free but you need to register at:


Evaluating corporate social responsibility is far from straightforward. Issues such as how should CSR be measured; what criteria should be used; and how can we best understand the impact that CSR activities have on both the organization and those stakeholders that are involved are challenging issues for sport organisations. When claims are made as to the value or impact of corporate social responsibility, there is a need for a solid evidence base to support these claims and therefore the need for robust forms of measurement. This is where academic research can be of value. This seminar brings together academics from the UK, Spain and the US to discuss issues around evaluating CSR initiatives within sport.

The first presentation will be given by Dr Juan L. Paramio-Salcines from Universidad Autónoma de Madrid, Spain and Dr John Grady from the University of South Carolina. Their presentation, titled, Building the Business Case for Accessibility and Inclusion in the European Football Industry’ will integrate economic, social, and sport arguments that support why stakeholders in the football industry should value accessibility and inclusion of ageing and disabled supporters not only as a legal and social imperative but also as a sound business decision. Drawing on their research, the presentation will also encourage debate about why some professional clubs have proactively embraced accessibility and disability as part of their business approach, while others display managerial resistance to addressing the needs of these two new customer groups.

The second presentation will be given by Dr Dan Parnell from Leeds Beckett University. He will discuss the realities of developing research partnerships that assess the social impact of CSR programmes delivered within professional football clubs, looking specifically at those that aim to promote health. His presentation, Evaluating CSR in professional football clubs through research partnerships’ will draw on his experiences developing partnerships with a number of English Premier League and Football League Clubs and how the adoption of Intervention Mapping Framework can be used to provide evidence surrounding the social impact of CSR programmes.

The session will finish with a Q+A with the speakers.

Contact Details

For further details on this seminar series contact:

Sean Hamil

Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

Twitter: @Birkbecksport

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