The Social Responsibility of Professional Football Clubs in the Czech RepublicProceeding: 7th International Conference Innovation Management, Entrepreneurship and Sustainability (IMES 2019) (IMES)
Publication Date: 2019-05-30
Authors : Vilém Kunz Michal Tomčík;
Page : 445-459
Keywords : Social responsibility in sport; football; premier league; fortuna league;
The purpose of this article is to provide a description of the situation regarding theapplication of CSR principles in professional football, whereby particular attention will be paidto the most significant European league competitions. In addition, the authors have also focusedon ascertaining the current situation in this area with regard to the participants in the Czechpremier football league. Design/methodology/approach: The authors have based this article on the combination of theconclusions of a secondary data analysis, a website content analysis and an empiricalinvestigation based on a series of semi-structured interviews. The main analytical categoriesinvolved the areas of focus for the CSR activities and the methods of CSR communication onthe websites. Findings: It is apparent that significant differences exist between the degree to which theapplication of CSR principles has been included in the management practices of the clubs inthe most significant European league competitions and in the Czech football league. In mostCzech clubs, however, this currently mainly involves the realisation of some partial CSRactivities in the area of charity, but without any links to the clubs' key management systems. Research/practical implications: The achieved findings may constitute a valuable reflectionon the further targeting of CSR initiatives, not only on the part of the managers of clubs whichare active in the top domestic football league, but also on the part of the representatives of thefootball governing bodies in the Czech Republic. Originality/value: The article's added value not only lies in the acquisition of the firstcomprehensive overview of the current status of CSR engagement in Czech football, but alsoin the partial comparison with the situation in the Western European football environment.
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