The Danish Football Association (FA) is about to become the first Danish sport governing 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 governance. 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