The first webinar of the CSR in Sport Academy is behind us. How to effectively implement social initiatives in sport?
On April 14, the first webinar of the CSR in Sport Academy took place – a nationwide educational program organized by the Institute for Sport Governance. The meeting inaugurated a series of nine events aimed at showcasing the practical dimension of social initiatives in sport.
The first speaker was Marcin Tarociński, associated with Widzew Łódź and the Widzew Łódź Foundation, who shared his experience in building and developing CSR activities in one of the most recognizable sports organizations in Poland.
CSR in sport – from idea to practice
During his presentation, the speaker demonstrated that social initiatives in sport do not emerge “overnight,” but are a process that develops step by step. Widzew Łódź started with individual initiatives and gradually built a comprehensive system of projects covering education, social engagement, and charitable activities.
A key element of this process was basing actions on real community needs, as well as gradually building organizational experience and competencies.
Where to start with CSR activities?
One of the key topics of the webinar was the question: how to start?
Marcin Tarociński emphasized that the foundation of every initiative should be a clearly defined goal. Organizations should answer basic questions:
- Why are we implementing this initiative?
- Who is it for?
- What outcome do we want to achieve?
Without this reflection, it is easy to create projects that bring no real value to either the organization or its environment.
The importance of needs assessment
Another key element of effective CSR activities is a strong understanding of the community.
Widzew Łódź used research and surveys among fans and beneficiaries to better understand their needs and expectations. This made it possible to develop projects that genuinely address real challenges, while eliminating initiatives that did not resonate with the audience.
This approach shows that CSR should not be based on assumptions, but on data and dialogue with stakeholders.
Less is more – how to develop initiatives
The speaker pointed out a common mistake made by organizations: trying to implement too many initiatives at once.
Instead, the recommended approach is:
- start with 1–2 projects,
- develop them gradually,
- build experience and only then scale activities.
This approach helps avoid resource fragmentation and increases the chances of achieving real impact.
Choosing the right areas of activity
Another important takeaway from the webinar was that CSR activities should align with the nature of the organization.
In the case of sports clubs, natural areas include sport and physical activity, education, and the local community.
Initiatives rooted in these areas are more authentic, easier to implement, and better received by stakeholders.
Partnership as the foundation of action
An essential element of successful CSR projects is collaboration with partners. Widzew Łódź develops its initiatives through:
- cooperation with local governments,
- involvement of sponsors,
- partnerships with social organizations,
- engagement of fans.
A well-designed social project not only creates value for its beneficiaries but also attracts partners who want to be part of it.
Funding – why diversification matters
The speaker also highlighted the importance of diversifying funding sources.
CSR activities can be financed from various sources: the organization’s budget, sponsorship funds, grants, or public fundraising.
Relying on multiple sources increases project stability and supports long-term development.
CSR as a process, not a one-off activity
The first webinar of the CSR in Sport Academy clearly showed that social responsibility in sport is not about one-off actions, but a long-term process.
It requires consistency, flexibility, and a willingness to learn and adapt to changing needs.
What’s next?
The CSR in Sport Academy is a series of nine online sessions featuring practitioners from the sports industry. Each webinar offers concrete examples, experiences, and practical insights that can be implemented in organizations.
Next week, participants will meet another speaker – Magdalena Sprawka.
There are still 8 webinars ahead, and you can still join us. Sign up now!
If you didn’t have a chance to attend the webinar, you can still catch up by watching the full recording here. A complete transcript is also available, so you can easily revisit the key insights and recommendations at your own pace.
Co-financed by the National Freedom Institute – Center for Civil Society Development as part of the Governmental Civic Organizations Development Program (PROO) for 2018-2030.
Contract Signing Date: 06.06.2025
Total Funding Amount: PLN 200,000
