Společenská odpovědnost ve sportu – Kunz Vilém (2020)

The publication is the first in the Czech Republic to comprehensively address the possibilities of utilizing the principles of Corporate Social Responsibility (CSR) in the field of sports. Among other things, it aims to demonstrate the main steps and phases of the process of effective CSR implementation in the management of sports organizations. It critically touches upon many ethically problematic issues that arise in connection with the application of sports marketing in contemporary practice, including the relatively strong representation of companies from socially sensitive sectors among sponsors of elite sports. You will find not only theoretical foundations but also a wealth of practical information, proposals, and recommendations regarding the issue and its application, especially in football, hockey, and basketball, including dozens of case studies (both foreign and domestic clubs). The interpretation is supported by a number of relevant foreign and domestic sources and research, including the results of the author's own research survey dedicated to the application of sports sponsorship in the two most popular team sports in the Czech Republic – football and hockey. The publication is intended for marketing managers of sports organizations, marketing or CSR managers of companies that are involved in their CSR...