Chelsea gets (back?) into social responsibility

The contradictory world of football has a new potential terrace chant. “Chelsea…Chelsea FC, by far the most ethical team, the world has ever seen”.

Flights of fancy aside, perhaps it is fitting that the traditionally macho world of football, now belied by its increasingly metrosexual players, simpering and collapsing dramatically at the drop of a hat or wave of a hand, is now getting into social responsibility.

Chelsea are probably trying to put social responsibility somewhere near their marketing outreach as they aim to become the world’s biggest club by 2012 or so. They are not the first in the modern era.

Middlesbrough has solar panels and most football clubs in the lower leagues are at the heart of their communities. The bigger clubs, particularly the super brands like Chelsea, are particularly keen to emphasise this too. But with spiralling ticket prices, global brand marketing and ever more bumptious players, its a tougher and tougher sell.

Hence Chelsea’s latest attempt by a footballing super brand to recapture position as being socially responsible.

However, Abramovich, Chelsea’s owner, has some history with social responsibility. As governor of Chukotka Autonomous Okrug, an impoverished region in the Russian Far East. See: http://en.wikipedia.org/wiki/Roman_Abramovich for more.

Readers are encouraged to check out the report on the above link and post their views. Is this part of a cynical marketing move, or should we celebrate the fact that, for whatever reason, organisations like Chelsea are making public efforts on social issues and in their communities?

The report is at: http://chelsea2.chelseafc.com/media/pressreleases/csr-report.pdf


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