CORPORATE SOCIAL RESPONSIBILITY IN SPORT: THE ILLUSTRATIVE CASE OF THE GERMAN MEN’S BUNDESLIGA

Corporate Social Responsibility (CSR) has become a pivotal aspect for companies and governments, exceeding mere risk management to create opportunities and enhance overall performance. While the concept of CSR in sports

is relatively recent, its significance is growing, especially in Germany’s sport industry. The Bundesliga, one of the world’s top football leagues, showcases a unique CSR landscape shaped by societal, economic, and political drivers. Societal motives reinforce regional identity, economic strategies target customer retention, and political actions, including governmental programs and football governing bodies’ initiatives, shape CSR endeavors. Germany’s distinctive 50+1 rule, albeit with exceptions, highlights the fan-centric model. The recent integration of mandatory sustainability guidelines in Bundesliga licensing regulations further emphasizes the league’s commitment to CSR, making it a compelling subject for in-depth analysis.

This research intends to comprehensively investigate the prevailing standards of CSR in the 1. German Men’s Bundesliga, specifically shedding light on potential differences in focus areas and standards among the 16 consistent clubs during the 2021-2022 season. The data collection process involved examining publicly available CSR reports, and club websites, and employing document analysis. Additional analysis focused on the complex interplay between factors such as financial performance, sponsorship investments, consumer social response, and CSR initiatives. The study then categorizes clubs and defines CSR standards utilizing an adapted CSR pyramid and Stakeholder Management Capability (SMC) scale based on Carroll (1979), Carroll and Buchholtz (2014), and Visser (2006). Noteworthy findings include a dominant focus on environmental and sustainability aspects among many clubs, indicating a shared commitment to addressing contemporary challenges. While such a commitment to sustainability is exemplary, the study emphasizes the need for clubs to broaden their focus to include more diverse CSR approaches.

The study acknowledges the unique challenges and opportunities faced by each club and emphasizes the significant progress made by clubs in integrating CSR. Additionally, the results indicate an existent awareness that positions the Bundesliga clubs on the path to continuous improvement.

Ultimately, this research contributes to the evolving understanding of CSR in the context of sports, specifically regarding the standards of CSR in specific football clubs.