V originále
Cílem monografie je komplexně představit problematiku společenské odpovědnosti sportu, přičemž se snaží představit nejen klíčová teoretická východiska k dané problematice, ale ukazuje zároveň různorodé aplikovatelné aktivity, včetně inspirativních příkladů ze zahraničního i tuzemského prostředí. Publikace se jako první v České republice komplexně věnuje možnostem využití principů konceptu společenské odpovědnosti organizací u aktérů sportovního prostředí. Mimo jiné se snaží představit i hlavní kroky a fáze procesu efektivní implementace CSR do řízení sportovních organizací. Kniha se rovněž snaží kriticky dotknout mnoha eticky problematických otázek, jež se vynořují v souvislosti s uplatňováním sportovního marketingu v soudobé praxi, včetně poměrně silného zastoupení podniků ze společensky citlivých odvětví mezi sponzory vrcholového sportu. Publikace je určena, jak studentům sportovního managementu a marketingu, tak i manažerům sportovních klubů. Vedle toho ji mohou využít i marketingoví či CSR manažeři podniků, které se ve svých CSR politikách či marketingových programech snaží zaměřit na podporou sportu a zdravého životního stylu. Věřím, že stejně tak bude kniha inspirativní například i pro zástupce veřejně prospěšných organizací, které se snaží pomáhat svému okolí. Kniha může být přínosná i pro čtenáře, kteří se zabývají sociologií či ekonomikou sportu.
In English
The objective of this expert monograph is to comprehensively present the issue of sport’s social responsibility. In addition to the key relevant theoretical points of departure, a number of crucial inspirational examples of the application of the principles of the CSR concept by international and domestic participants in the sports environment are also presented, no matter whether this involves sports administrative bodies, professional league competitions and their individual participating clubs or the individual sportspeople. An integral part of the book also includes the results of the author’s own research, which has endeavoured to ascertain the current status of CSR within the framework of the two most popular collective sports (football and ice hockey) in the Czech Republic. The monograph is divided into twelve main chapters. The first of them portrays the role of sport in contemporary society, including any support it receives from international organisations and governments. The second chapter focuses on the main area of the concept of social responsibility. The third chapter shows the possibilities for various uses of the principles of the CSR concept within the sports environment. Attention is also paid to the arguments for supporting CSR engagement in sport, including the main internal and external motives for the individual participants in the professional sports scene. On the other hand, some critical questions and problems are also outlined, against which the engagement of some sports subjects is viewed critically in association with the presentation of CSR. The fourth chapter deals with the actual process of effective CSR implementation in the executive processes of sports organisations. The CSR activities in the best-known professional league competitions (the NFL, NHL and NBA), which are among the leaders in this area, are presented in the fifth chapter. The following three chapters set out the most significant CSR initiatives in professional football, both on the part of the international executive football bodies, but also within the framework of the most renowned European football league competitions (the Premier League, the Bundesliga and La Liga). Moreover, they are also presented there using specific cases from a number of leading football clubs, including from other European football league competitions, and the options for the multilateral use of CSR principles in their executive practices. The last three chapters of the book concern the application of CSR in the Czech sport environment, both within a historical context (especially using the example of the SK Baťa sports club), and in the present. Closer attention is especially paid to CSR engagement in Czech football and ice hockey, which are enjoying ever greater interest from the sponsors, the media and wider society. They are presented as crucial CSR initiatives not only from the point of view of the supreme executive bodies, but also from the point of view of all the clubs participating in the top league competitions for domestic football and ice hockey. An integral part of these chapters also includes the main results and conclusions from the author’s own research into the current situation involving the application of CSR within this environment.