SOCIAL (IR)RESPONSIBILITY OF PROFESSIONAL SPORTS CLUBS

Purpose: The aim of the paper is to present the current situation in some issues of socially (ir) responsible behaviour, especially in the management of professional sports clubs from the highest domestic league competitions or the English Premier League, while also trying to focus on their approach to sponsorship issues, especially to sponsors from the so-called socially sensitive sectors. Design/methodology/approach: To analyse the application of CSR in sports clubs, football and hockey are chosen from collective sports, as the highest amount of sponsors is interested in this sector. Premier League was chosen not only because of the greatest interest of sponsors, but also because it has long been considered a leader in the application of CSR. In addition to the content analysis of the relevant information, which clubs present on websites, individual semi-structured interviews with managers of selected clubs were also carried out. Findings: Premier League football clubs carry out a number of CSR activities, focusing on community programs in particular. In the Czech Republic, CSR activities are being implemented mainly by the most economically strong clubs. Sponsors of football clubs in England, similarly to sports clubs in the Czech Republic, include, in particular, companies in intensive competition, sports goods producers and gambling operators. Research/practical implications: Achieved results can not only be a valuable reflection to think about the further direction of attitude towards sponsors not only for the selected clubs but also for managing executive sports authorities that are likely to be under greater pressure from stakeholders observing for the principles of responsible and ethical behaviour. Originality/value: The paper brings not only current data but also comprehensive findings on the situation in the field of sports sponsorship in the most popular collective sports in the Czech Republic and comparing them to the findings from the British football environment.