Crowdfunding as a form of financing sports projects. Example of football

Abstract

Purpose – The goal of this article is to identify the possibilities of using crowdfunding in sports using football as an example. Research methodology – The article is theoretical and empirical in nature. The first part discusses the definition and process of organising crowdfunding collections and analyses selected successful crowdfunding campaigns involving local football sports club communities. A literature analysis and case study method were used and a SWOT analysis was conducted as a conclusion. The second part of the article complements the theoretical considerations in the form of a research report conducted among a group of football fans in Poland, in which their position towards crowdfunding is discussed. A diagnostic survey method was used for this purpose and a statistical analysis was carried out. The following research hypothesis was adopted: The use of crowdfunding as an alternative funding method can positively influence the development and support of football clubs, especially those in the lower leagues, by increasing the availability of funds and community involvement. The use of crowdfunding as an alternative funding method influences the development and support of football clubs by increasing the availability of funds and community engagement. Results – Based on the results of the study and the analysis of the literature, it was concluded that crowdfunding can be an effective tool to raise funds for football, but requires proper planning, community involvement, and effective communication. A good definition and understanding of the project’s goals and increased education of the fan community in crowdfunding will help convince them to support it financially. Football fans who support their favourite club financially consider crowdfunding a more effective funding method than fans who do not financially support their favourite club. In addition, we found that football fans financially supporting and not financially supporting their favourite club had a similar opinion regarding the impact of crowdfunding support on the development of small football clubs, and were similarly keen to crowdfund football projects. Originality / value / implications / recommendations – The article deals with the use of crowdfunding in football, which makes the paper original, as this sphere is still poorly covered in the literature.