In recent years, corporate social responsibility (CSR) has become the focus of the academic sphere, a number of international organizations, the European Union and businesses themselves. CSR is considered to be a modern business concept that expresses the company's focus on long-term goals; it interferes with all areas of corporate activities. CSR strategy is often linked to the focus of economic activity of business entities. Around the globe, there is an increasing number of companies that are starting to implement their CSR activities strategically in the context of their CSR policies. That is why the paper primarily focuses on businesses that try to promote sport and healthy lifestyles through their CSR programs prepared not only for their employees but also for the surrounding communities. It also responds to critical voices warning of the fact that for a number of companies, for example from socially sensitive sectors or food business, it is rather about investment into improving public relations or balancing negative publicity.