Drivers behind corporate social responsibility in the professional football sector: a case study of the German Bundesliga

Abstract

This article presents a case study of corporate social responsibility in one major European professional football league. An empirical analysis of the German Bundesliga investigates the social and environmental measures that were implemented by the 18 clubs and discusses their impact and the drivers behind them. Common examples for social initiatives are regional operating foundations and school projects. Societal drivers such as re-establishing local roots and serving as a model for society as well as economic motives such as strengthening customer retention and capturing sponsors’ interest were identified. The comprehensive climate protection initiatives such as photovoltaic plants and environmental management systems in German stadiums might be unique in European professional sport. The main reasons are political factors such as a favourable legislative framework for renewable energies and the Green Goal programmes for the Fédération Internationale de Football Association World Cups in 2006 (men) and 2011 (women) in Germany.