地域貢献活動のSROI測定－Jリーグクラブの社会連携活動「シャレン！」に着目して－

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  • Measuring the SROI of Community Contribution Activities: Focusing on Social Collaboration Activities “SHAREN” Conducted by J. League Clubs

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Since 2018, the J. League has actively promoted “SHAREN” as an initiative to address social issues through collaboration and cooperation with various stakeholders.The purpose of this study is to visualize the social impact of “SHAREN” and accumulate knowledge to increase its social impact. This study aimed to visualize the social impact of the “Future Challenge Project 2022,” implemented in conjunction with the home games of the J. League club “Zweigen Kanazawa” in 2022, by calculating the Social Return on Investment (SROI) value. The SROI value was calculated through a series of steps: 1) selecting stakeholders, 2) validating inputs and calculating costs, 3) confirming outputs and outcomes, 4) converting outcomes into monetary values, 5) calculating SROI values. Data was collected from telephone and email interviews with stakeholders, content on various media such as websites, SNS and newspapers where initiatives were published, and participant observation. Validation was ensured through triangulation by co-researchers. As a result, SROI values were calculated in two patterns: ‘4.93’ and ‘2.36’. This study suggests that the way in which stakeholders interact with J. League clubs may impact the social outcomes of community contribution activities conducted by J. League clubs. The SROI calculation process yielded the following three new findings: 1) Social impact was generated not only on the event day but also during the preparation process； 2) It was possible to confirm outcomes and impacts (creation of common value = CSV) that can be shared by multiple stakeholders； and 3) Multiple simulation patterns allowed to investigate the factors causing fluctuations in SROI values.

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