地域貢献活動のsroi測定－jリーグクラブが実施する地域貢献活動に着目して－

Abstract

The purpose of this study is to visualize the social impact of community contribution activities conducted by J-League clubs and to obtain suggestions for maximizing the visualized social impact. To achieve the objectives, this study visualized the social impact of the Kids Caravan implemented by the J-League club Zweigen Kanazawa in 2019 by calculating the value of SROI (Social Return on Investment) . In calculating the value of SROI we followed the steps of 1) Identification of stakeholders, 2) Establishment of inputs and calculation of costs, 3) Establishment of outputs and outcomes, 4) Conversion of outcomes into monetary values, and 5) Calculation of SROI. In order to identify stakeholders, relevant materials on the Kids Caravan were reviewed and examined by the co-researchers. As a result of the review, the following groups were identified as stakeholders: those involved with the Kids Caravan participants (participating preschool children, parents, and caregivers) , those involved with the J-League clubs that implement the Kids Caravan (school coaches and staff in charge of home towns) , the companies that sponsor the Kids Caravan, and the Ishikawa Prefecture Soccer Association. The stakeholders were identified. An impact map was then created and SROI values were calculated based on Kids Caravan related materials, information posted on the website, and the results of interviews with stakeholders. As a result, the SROI value was calculated to be 5.60.This study suggests that the way in which stakeholders are involved may influence the social impact of community contribution activities conducted by J-League clubs.