A balancing act? An investigation of paradoxical tensions related to corporate social responsibility implementation in professional football

Embracing corporate social responsibility (CSR) is pivotal for professional sport organisations (PSOs) aiming to go beyond maximising profit and scoring goals by doing good, doing well, and avoiding harm. However, research indicates that balancing these sometimes contradictory demands, related to financial, sporting, and societal objectives while contending with institutional and stakeholder pressure creates tensions. Using Smith and Lewis' paradox theory, this multiple case study explored the nature, reinforcement, and management of these paradoxical tensions by conducting semi-structured interviews in four Belgian professional football organisations. This study offers a valuable contribution to our understanding of CSR implementation across diverse organisational structures and the associated tensions. Findings revealed that there is no one-size-fits-all for organising CSR, however there is a need for more formalised structures, increased professionalisation, and strong and compliant leadership in PSOs. This study helps PSOs in managing tensions, allowing them to better leverage their societal potential.