Abstract
On October 2020, Real Betis Balompié, a football club located in Seville (Andalucia), presented the Forever Green programme, a global programme of Corporate Social Responsibility (CSR) that, through the club’s foundation, enables the entity to position itself in areas of sustainable development and environment at a global level. This project was preceded by a sponsorship initiative with the Green Earth project, as well as having been the first football club to sign the United Nations’ Climate Change Now initiative. This article aims to explain the rebranding process of a sports brand based on values linked to sustainability and to assess the impact this rebranding process has had on the fans’ perception of the brand. The methodology used was a combination of in-depth interviews with the executives charged with leading the rebranding process and a convenience survey given to 100 fans to assess the impact of the initiative. The results show that both the entity and the fans agree on a holistic vision of what the CSR is, altruistic in nature, and that its initiatives should be applicable across the entire organisation. However, although the club’s link with values of the environment and sustainability is highly valued by the fans, they still do not feel directly called upon to take part in actions that the club organises.
Highlights
Within the framework of the United Nations’ 2030 Agenda, promoting sustainability is offered as an opportunity to develop Corporate Social Responsibility (CSR) in organisations
That is why through sponsorship the brand acquires a deep bond with the one that is sponsored, be it an event or a football club, such as the one we present in this research
This research is based on a qualitative case study, which involves assessment of “the multiple perspectives of stakeholders, observation in circumstances that occur naturally, and interpretation in context” (p. 21) [66]. Following these parameters, our study focuses on analysing Real Betis Balompié as a club that has centred its brand positioning on environmental sustainability
Summary
Along with the social and economic spheres of CSR, the environmental sphere is currently postulated as the most profitable within the marketing policies of organisations, due to the greater awareness of the younger generations [5]
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