CROWDFUNDING AS A FORM OF FINANCING SPORTS PROJECTS. EXAMPLE OF FOOTBALL
CROWDFUNDING AS A FORM OF FINANCING SPORTS PROJECTS. EXAMPLE OF FOOTBALL

Summary/Abstract: Purpose – The goal of this article is to identify the possibilities of using crowdfundingin sports using football as an example.Research methodology – The article is theoretical and empirical in nature. The firstpart discusses the definition and process of organising crowdfunding collections andanalyses selected successful crowdfunding campaigns involving local football sports clubcommunities. A literature analysis and case study method were used and a SWOT analysiswas conducted as a conclusion. The second part of the article complements the theoreti-cal considerations in the form of a research report conducted among a group of footballfans in Poland, in which their position towards crowdfunding is discussed. A diagnosticsurvey method was used for this purpose and a statistical analysis was carried out. Thefollowing research hypothesis was adopted: The use of crowdfunding as an alternativefunding method can positively influence the development and support of football clubs,especially those in the lower leagues, by increasing the availability of funds and commu-nity involvement. The use of crowdfunding as an alternative funding method influencesthe development and support of football clubs by increasing the availability of funds andcommunity engagement.Results – Based on the results of the study and the analysis of the literature, it wasconcluded that crowdfunding can be an effective tool to raise funds for football, but re-quires proper planning, community involvement, and effective communication. A gooddefinition and understanding of the project’s goals and increased education of the fancommunity in crowdfunding will help convince them to support it financially. Footballfans who support their favourite club financially consider crowdfunding a more effectivefunding method than fans who do not financially support their favourite club. In addition, we found that football fans financially supporting and not financially supporting theirfavourite club had a similar opinion regarding the impact of crowdfunding support onthe development of small football clubs, and were similarly keen to crowdfund footballprojects.Originality   / value   / implications   / recommendations – The article deals with the use ofcrowdfunding in football, which makes the paper original, as this sphere is still poorlycovered in the literature.

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