Corporate social responsibility activities conducted by football clubs playing in the Polish top division – PKO Ekstraklasa

Abstract

The main goal of this paper is to analyze how football clubs playing in the Polish top division approach the issue of corporate social responsibility (CSR). Professionalization processes in football clubs all over the world have led to the situation in which they are treated as companies and must follow the same rules. The goals of companies from all industries are no longer only about generating financial profits; they also want to meet the expectations of their shareholders, which can be done through CSR activities. Strong social bonds between football clubs and local societies indicate the CSR approach has massive potential for football clubs. The aim of this paper is to describe how PKO Ekstraklasa are approaching the concept of CSR and to answer the following questions: “To what extent were clubs playing in PKO Ekstraklasa during the 2020/2021 season active in the area of CSR? To what groups did they direct their activities?” The analysis was conducted based on data published by clubs on their websites. The results of the analysis show that PKO Ekstraklasa clubs are active in the field of CSR. However, they need to improve significantly in terms of the regularity of their activities and reporting in order to become truly socially responsible.

Keywords

• corporate social responsibility
• football
• pko ekstraklasa
• stakeholders