Social capital and organisational performance : a case study of a professional soccer league (PSL) club in South Africa

Abstract

This research investigated the relationship between Social Capital created by Corporate Social Responsibility (CSR) initiatives and organisational performance at Ajax Cape Town FC a professional football club in the South African Premier Soccer League (PSL). A mixed methods approach was selected for data collection and interviews, questionnaires and content analysis were the tools used to collect data.The data collected suggested that Ajax Cape Town FC employed CSR initiatives that successfully created social capital, and consequently enjoyed various benefits from these activities. The CSR activities facilitated access to the club’s target market, developed and improved mutually beneficial relations with the community and subsequently Ajax Cape Town FC experienced increased trust, a positive brand image and stronger loyalty from their fans and the broader community. The outcomes of this study provided an insight into a South African professional football club and demonstrate how CSR initiatives can be used to successfully improve organisational performance.