From Practice to Integrated Reporting: CSR, Sustainable Supply Chains, and the Augmented Workforce in Football Marketing

Abstract

This paper proposes a systemic framework for integrating corporate social responsibility (CSR) and sustainable supply chain practices into football marketing. Building on Puxty’s and Miller’s conception of accounting as a social practice, and extending Arvidsson (2019) model, the study synthesizes literature across CSR, supply chain management, and sports marketing. A qualitative systematic review of 30 peer-reviewed studies, selected through rigorous inclusion and exclusion criteria, forms the empirical foundation. The review identifies five thematic clusters CSR and stakeholder legitimacy, sustainable supply chain practices, CSR-SCM integration, marketing narratives of sustainability, and integrated reporting. From these findings, a four-level systemic model is articulated (normative, strategic, operational, and integrative), with extensions that embed supply chain responsibility and marketing practices. The framework offers theoretical and practical contributions by providing football clubs and stakeholders with a structured pathway for aligning social accountability with strategic marketing, while also setting an agenda for future research. In addition, the framework explicitly recognizes the role of the augmented supply chain workforce, highlighting how the integration of human expertise with digital technologies enhances sustainability, governance, and accountability within football supply chains.

Keywords: Sustainable Supply Chain Management (SSCM), Corporate Social Responsibility (CSR), Sports Marketing, Football Industry, Workforce