Corporate social responsibility and organisational performance of a professional football club in South Africa

Abstract

This research investigated the relationship between Corporate Social Responsibility (CSR) and organisational performance at Ajax Cape Town FC a professional football club in the South African Premier Soccer League (PSL). The data collected suggested that Ajax Cape Town FC employed CSR initiatives and consequently enjoyed various benefits from these activities. The CSR activities facilitated access to the club’s target market, developed and improved mutually beneficial relations with the community and consequently Ajax Cape Town FC experienced increased trust, a positive brand image and stronger loyalty from their fans. The outcomes of this study provide an insight into a South African professional football club and demonstrate how CSR initiatives can be used to successfully improve organisational performance.