Barca CSR

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FC Barcelona

Lalit Varma

Sahil Prabhakar

CSR - Corporate Social Responsibility

“The continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce

and their families as well as of the local community and society at large “

-World Business Council

CSR

• Founded in 1899 by a Swiss businessman, Hans Kamper/Joan Gamper

• Establishment of its foundation in 1994.

• The club motto ‘més que un club’ – meaning ‘more than a club’

• FC Barcelona also represents a ‘polideportivo’ meaning ‘a multi-sports club’

About the Club

Alliances

Partnership with UNICEF

• The FC Barcelona Foundation and UNICEF signed its first agreement in September 2006 for a duration of five years.

• That agreement provided for the donation, by FC Barcelona, of 1.5 million euros per year to Unicef, to perform together, projects in the fight against AIDS.

• In 2011 this agreement was renewed for five more years, in which FC Barcelona will continue to donate 1.5 million euros annually, to Unicef, to implement, together, projects based on the promotion of education through sport.

•From 2006 to 2011 the programs implemented have helped in the fight against AIDS, principally in three African countries: Swaziland, Malawi and Angola.

The FC Barcelona Foundation and UNICEF work together to promote positive sporting values around the world

Free advertisement Space on the shirts

• The sponsorship deal between FC Barcelona and UNICEF, the United Nations children’s charity, was a landmark development as an example of corporate social responsibility in practice.

• The FC Barcelona shirt is one of the most recognizable football shirts in the world and the value of the sponsorship rights would be sizeable

• Free advertisement space on the shirts – loss of 20-25 million EUR in sponsoring income

Partnership with UNESCO

• In the framework of this alliance various awareness campaigns have been developed, with the participation of FC Barcelona players, like the one launched on the 21st of March 2011 called "Put Racism Offside", starring Messi, Pique and Keita.

• 'Youth voices against racism' is another project coming out of this understanding, which presented a series of recommendations to the European Parliament, promoted by young people and teenagers, against racism and violence in football.

• Thanks to this agreement it has also been achieved that football clubs belong to ECA (European Clubs Association) include anti-racist clauses in their players contracts.

To combat racism and violence in sport and to promote education and literacy of the most vulnerable young people.

Alliance with the Bill & Melinda Gates Foundation

• Both entities launch awareness campaigns and joint actions to eradicate polio, a disease that has reduced worldwide by some 99% and has become one of the best examples of the value of life-saving vaccines.

• Under the slogan, "More than a goal. Let’s eradicate polio", the FC Barcelona Foundation and the Bill & Melinda Gates Foundation are working to eradicate polio, through awareness campaigns and joint actions

• This disease, that previously paralysed children around the world, now exists in only four countries, Nigeria, India, Pakistan and Afghanistan, areas where polio transmission have never been stopped before.

Programs

FutbolNet• 'FutbolNet' is a tool for social intervention,

never applied in Catalonia before, but with well-known successful experiences in Colombia and Germany. It’s an innovative method to re-educate through sport and includes working with groups of young people on subjects like cohabitation, discrimination, gender, etc.

• FutbolNet' is a program that seeks to promote human and social development in Catalan city areas identified as priorities for social and community activities, using sport as a main tool

• The beneficiaries of the project are groups of youngsters aged between 8 and 16, selected by the organizations of the region which collaborate in the implementation.

Campaigns

'We are what we do, we are what we eat'

• The first campaign in this programme seeks to raise awareness of and promote good habits among children in relation to healthy eating and exercise, using the examples of the first team players.

• The menus on offer to resident sportspeople at the Club will be used as a examples of what a good diet should be like.

‘We are what we do...’ is a project set up by the FC Barcelona Foundation that will feature awareness campaigns related to different positive values, habits and behaviours that need to be encouraged in our society

• The aim of this campaign is to promote respect, tolerance and peaceful co-existence, especially among young people, based on different examples derived from sports and from football in particular.

• The campaign is supported by various audio-visual awareness documents, among others, interviews with students and technicians from the FCB School, ten clips with tips on promoting respect and harmony and a chat with the former Barcelona player, Lilian Thuram, on values and sport.

'We are what we do, we are what we respect

Motives for CSR at Professional Sport ClubsCSR has an increasing impact on corporate success and seems to become a

strategic necessity.

• Use of “superstars” in CSR activities guarantees high awareness in local community.

• Fan retrieval and retention are mainly local tasks which can directly benefit from CSR contacts.

• High impact can be generated with relatively low investments also in a broader community because of mostly cost-free media leverage.

• Indirect increase in sponsoring revenues can be expected due to high image sensitivity of sponsors

• Direct increase in sponsoring revenues is possible through common CSR engagements together with sponsors

The risk of competitive disadvantages for those not actively engaging in CSRis bigger in professional sports because of specific “CSR efficiency levers”

Efficiency levers of CSR activities for professional sport clubs

compared to other businesses

Thank You