Some years ago, CSR issues did not play a significant role in football (Kott, 2005). Since the emergence of the premier league growing faster and becoming a world watched event, football clubs have entered their own social responsible initiatives at a rapid pace. They have realised its potential use for their own organisations, but may also have become aware of the nature of football being uniquely positioned to influence the public in general and communities. It has been accepted that CSR ventures within football organisations have advantages that organisations in other industries do not. Among these are football clubs, the media exposure of the events, leagues, teams and athletes themselves (Babiak and Wolfe 2006: 216).
These points can bring about the games associations having more of an impact than different organisations in certain areas, for example, training and care for kids; wellbeing and exercise; worry for the environment; and social development. As Margolis and Walsh said, Hopelessness Loves Corporates (2003) it is believed to see businesses utilize CSR deliberately, seeing potential to transform social issues into football business openings. Be that as it may, it is not easy to distinguish proof that this advantages the clubs in anyway (Coalter, 2007). It can be seen that CSR can be useful for the clubs themselves, we have seen this in most aspects of football. Solid relationship with the fan base and the community around the stadium are basic necessities for a football club. The effective usage of public activities can be advantageous for football clubs, for example, the improvement of support for the club, authenticity, trust as well as value, which can add to the advancement of moving above other competing clubs and move forward improving finances and club matters. (Walters and Chadwick, 2009).
The need for development around the area of where the Manchester city stadium is located proved an opportunity for both Manchester City and its owners. When Manchester City announced that they would be taken over by Sheikh Mansour, they also took on the owners other company called Etihad (Etihad Global, 2018). This partner company would take the naming rights of Manchester City’s stadium as well as shirt sponsor and also the redevelopment of the area around Manchester City (BBC Sport, 2011). Sheikh Mansour would plough enough money into the redevelopment that which will also help the council as long as they could name area Etihad Campus. This has benefited the club, the owner and the community. The club reaps the benefits of this by having one of the world’s best campus which has top line training centres, medical centre, Main team and youth stadiums and fan service (MCFC, 2018). This will help Manchester City become world renowned in its 1st team training, development of young footballers and backroom staff, such as doctors, physiotherapist etc. The partnership with Etihad has benefitted the owners as they have the ability to advertise both Manchester City and Etihad throughout the world (Etihad Global, 2018). Manchester City are televised on a weekly basis to millions of viewers throughout the world, seeing the Etihad logo on the shirt and billboard is global advertising of two major brands, this advertising tactic can even reach poorer communities that may not have heard or seen of the Etihad Airways (Statista, 2017). The partnership also works with Etihad promoting Manchester City on their airlines around the world, with flights going to 127 different places, the logo of Manchester City reach to a global audience who might not watch the sport (Etihad Global, 2018). The benefit this has for the community of Eastlands as the redevelopment will create new homes, the redevelopment scheme has seen over 1000 new homes been built around the Eastlands area (MCRlife, 2018). They also look to connect young people as they look to address social issues within their homes and social lives. This is another powerful example of using football and Etihad hospitality to help young people with their problems..
The commitment and passion for football can be utilized as a motivation tool to draw in and let individuals participate in different activities. Football has a symbolic role within England, football clubs react to the help the fans and of the councils through Corporate Social Responsibility procedures. In England, football clubs are at the core of a community. This is Because of the way that cities/towns are isolated into different areas, football clubs frequently don’t represent the whole city/town, but they represent the area that the club originates from and some of the surrounding areas that are close to the club. Ardwick AFC changed to Manchester City in 1894 in a bid to represent the whole city, this still stands but in the rise of Manchester United, city became spectators in their own city. Manchester City Primarily not represent the east side of Manchester (Eastlands) and focuses most of their CSR initiatives around this area. It seems that CSR plays a big part within modern day football, and it seems Manchester City and their owners have found a way that they can use CSR to benefit themselves as well as the community. Football club supporters seeing this from a club that had no financial impact before 2011, and seeing that owners of a football club have the resources and also are receiving financial gain from TV rights etc., it prompts owners from these football clubs to promote CSR as much as Manchester City are.