At a Glance
Team
Jessye Grundlingh
Kama Kaczmarczyk
Damon Pfaff
Tanner Short
An audit of FIFA’s corporate social responsibility (CSR). The report analyzes the lifecycle of the FIFA World Cup event, identifying where the association fails to meet socially responsible and sustainable practices, and the consequences that follow.
Rather than proposing independent solutions, which risks the possibility of failing to address the underlying issue, the report proposes a branded ‘Theory of Change’ framework and toolkit. The deliverables acts as a roadmap and provide methodologies of how FIFA could approach each World Cup Event with the intention of mitigating their negative footprint, providing positive impact and hosting meaningful and beneficial World Cup events.
Approach
The application of any CSR initiative must consider the fundamental ethos and core values of the brand to ensure an authentic outcome. In the case of FIFA, corporate responsibility rests upon due diligence, ensuring each stage of the World Cup event, from pre-bid, to the on-going legacy is considered. Researching each stage of the World Cup lifecycle allowed the team to map and prioritize social and societal impacts. With a deep understanding of FIFA’s practices and core brand values, a framework was designed to outline the fundamental responsibilities of the Association. This framework would act as the benchmark reference when developing the CSR toolkit which focuses on evaluating and mitigating risk, creating positive impacts and reflection (assessing impact). Finally, potential initiatives were provided to illustrate how the toolkit may be applied.
FIFA Social Values Framework
