The Danish Football Association (FA) is about to become the first Danish sport govern- ing body to adopt corporate social responsibility (CSR). This article identifies a number of governance events in Danish sport and football over the last 4 years in order to provide a picture of the current governance climate. Professionalization, value- and norm-based leadership, transparency, ability and democracy, together with law and order as well as a concept of social responsibility, are all central to the overhaul of Danish sport govern- ance. It is argued that they are all part of building trust and that governance practices are therefore to be viewed through a lens integrating ‘good governance’, CSR and social capital in the context of multi-level governance. ‘Good governance’ is consequently seen as embedded in the context of its economic actions and social relations in and with society at large.