Expected and Experienced Social Impact of Host Residents During Rugby World Cup 2019: A Panel Data Approach.

Most social impact research considers the pre- and post-event social impacts of sporting events to investigate the effects of these events on residents' or consumers' intention or attitude. This study focused on the qualitative differences between pre-event expected social impacts (T1) and post-event experienced social impacts (T2). Then, it investigated viewing behaviors due to the expected social impacts, and intentions to support events from experienced social impacts. The Rugby World Cup 2019 in Japan provided the context for the study. Panel data were collected from the same Tokyo residents in T1 (3 months before the event) and T2 (4 months after the event). The Internet-based survey consisted of six social impact constructs, framed as expectations in T1 and experiences in T2. Both dependent variables, viewing behavior and supporting events, were measured in T2, after the event occurred. Two expected impacts had a significant positive association with viewing behavior, while three experienced social impacts had a significant positive association with event support intention. The main contribution of this article is extending the understanding of the role of social impact as a predictor variable for residents' behavior and intention to support events by using panel data, which enabled the authors to obtain more robust results. The current study extends the knowledge on consumer expectancy role and social exchange theory in the context of the social impacts of sporting events.

Calculating the Social Return on Investment of a Japanese Professional Soccer Team's Corporate Social Responsibility Activities.

In response to the lack of evidence for visualizing the monetary value of professional sport teams' CSR-related social impact, this study aimed to calculate the social impact of a Japanese professional soccer team's corporate social responsibility (CSR) activity (i.e., community soccer/physical activity program) by using a social return on investment (SROI) framework. Specifically, Matsumoto Yamaga Football Club was used for the estimation. This professional soccer team was ranked in the top division of the league (J1) during the estimation period and engaged in CSR activities at 129 community soccer schools in a year (2019-2020). The SROI calculation involved five stages: (1) identifying key stakeholders, (2) mapping inputs, outputs, and outcomes, (3) measuring and valuing outcomes, (4) establishing impact, and (5) calculating SROI. For the first step, we specified seven major stakeholders (soccer team, nursery school children, parents, coaches, teachers, local governments, and local football associations) and conducted interview investigations with each stakeholder. Our result showed that the social value of the teams' targeted community soccer school was USD 54,160, and the total financial and non-financial inputs to the school were USD 10,134, meaning an SROI ratio of 5.3. This means that for every USD invested in a community soccer school, social benefit worth USD 5.3 was generated. This study contributes to advancing social impact research in sport by shedding light on the monetary value of the social impact of professional sport teams' CSR activities. In addition, it also has practical implications for team managers looking to utilize CSR activities as a management strategy, through cost-effective investment and optimization of resources.