ABSTRACT

Purpose

Ongoing improvements in sports management, marketing, fan experience, as well as corporate social responsibility (CSR) must be implemented by professional team sport organisations (PTSO). Yet, little is known about how and why PTSOs account for the impacts of their CSR initiatives.

Design

This case study analyses a one-of-a-kind sport for development museum. Curated by FC Barcelona’s Barça foundation, this innovative museum was designed to showcase, and account for, Barça’s social impacts.

Findings

Four main sections of the Museum are leveraged to translate the claim that Barça programs provide positive social impact.

Research Contribution

This paper illustrates how a museum becomes a significant asset for convincing and activating both fans of a PTSO as well as sponsors of a sport-related foundation.

Practical Implications

This study invites CSR practitioners to reflect about innovations in how they account for the impact of their programs.

Value

How this unique SfD museum contributes to FC Barcelona’s efforts of becoming més que un club, or more than a club – and therefore allowing FC Barcelona to escape market logic on a planetary scale – is also discussed.

中文翻译：

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全球体育品牌管理的创新：以巴塞罗那足球俱乐部巴萨博物馆为例

摘要

目的

专业团队运动组织 (PTSO) 必须在体育管理、营销、球迷体验以及企业社会责任 (CSR) 方面不断改进。然而，人们对 PTSO 如何以及为何考虑其 CSR 举措的影响知之甚少。

设计

本案例研究分析了一个独一无二的运动促进发展博物馆。这座创新博物馆由巴塞罗那足球俱乐部的巴萨基金会策划，旨在展示和解释巴萨的社会影响。

发现

博物馆的四个主要部分被用来翻译巴萨计划提供积极社会影响的说法。

研究贡献

本文阐述了博物馆如何成为说服和激活 PTSO 粉丝以及体育相关基金会赞助商的重要资产。

实际影响

本研究邀请企业社会责任从业者反思他们如何解释其项目影响的创新。

价值

还讨论了这个独特的 SfD 博物馆如何为巴塞罗那足球俱乐部成为 més que un 俱乐部或不仅仅是俱乐部的努力做出贡献，从而使巴塞罗那足球俱乐部能够在全球范围内摆脱市场逻辑。