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.