Abstract

Background: The increasing professionalization of sports clubs has led to a shift in their objectives to include social responsibility in addition to sporting success. The change is due to the demand from society for organizations to contribute back to society and the need for clubs to maintain authentic relationships within their communities. Swedish elite football clubs are no exception, as they engage in socially responsible activities contributing to Swedish society. The clubs' shared practices can be explained by institutional isomorphism, a core concept within institutional theory.

Purpose: The purpose of the thesis is to explore how stakeholders' expectations concerning CSR are managed within Swedish elite football clubs and what incentivizes the clubs to conduct CSR. The thesis will provide an understanding of how CSR is conducted and illuminate current management practices between organizations and stakeholders.

Method: A qualitative interview study has been conducted with the support of secondary sources such as websites and documents. Purposive and snowball sampling has been applied to acquire relevant interview participants. The thesis utilized thematic analysis to arrive at meaningful and rich conclusions.

Conclusion: The conclusion states that managing stakeholder expectations in CSR requires involving them in the process and considering their feedback and demands. The incentives for CSR include stakeholder pressures and a desire to contribute to society. Communication, information sharing, and collaboration are crucial in managing relationships between organizations and stakeholders.