RESPONSIBLE BEHAVIOR AND ENVIRONMENTAL PROTECTION – IN CASE OF FOOTBALL CLUBS

There has been a hotspot in sports industry these days that is becoming more and more wide-spread in sports organizations and among managers, namely CSR, that is corporate social responsibility. In the life of geographical regions, towns or villages, professional football clubs play a crucial role. Consequently, clubs tend to take responsibility for these communities in return for their support: whether it is the local population or the authorities, other businesses or the environment, they are ready to stand up for good causes. Nowadays sports centres with their regular events have a significant effect on the environment either regionally or globally. That is the reason why it has become vital in the management of sports facilities to respect environmental principles when designing and using sports facilities and to avoid producing pollution that could harm and deteriorate the environment. The aim of our study was on the one hand, to present the definitional and theoretical evolution of CSR, than the CSR concept in sport, special regard to environmental protection. On the other hand, to analyze what kind of CSR related issues do football clubs (Real Madrid C. F. – RM, Borussia Dortmund – BVB) and how they are addressing issues of environmental sustainability in the context of CSR. According to RM and BVB, we can say that they really try to do efforts to responsible behavior and environmental protection. They have special respect for the society and took big step to use different environmental management tools. It was easy to find information, reports and case studies about these activities.

如今体育产业中存在一个热点议题，正逐渐在体育组织及管理者群体中广泛传播，即企业社会责任（Corporate Social Responsibility，CSR）。

在地区、城镇或乡村的发展进程中，职业足球俱乐部扮演着关键角色。因此，俱乐部往往会为这些社区承担责任，以回报其支持——无论是当地居民、政府机构、其他企业还是环境，俱乐部都愿意为公益事业挺身而出。

如今，体育中心及其定期举办的赛事对区域乃至全球环境均产生显著影响。因此，在体育设施的管理中，设计与使用环节遵循环保原则、避免产生危害或恶化环境的污染已变得至关重要。

本研究的目标一方面在于阐述CSR的定义及理论演进，进而探讨体育领域中的CSR概念，尤其关注环境保护维度；另一方面则分析皇家马德里足球俱乐部（Real Madrid C. F. – RM）与多特蒙德足球俱乐部（Borussia Dortmund – BVB）面临哪些CSR相关议题，以及它们如何在CSR框架下应对环境可持续性问题。

从RM与BVB的实践来看，二者确实致力于践行负责任的行为与环境保护。它们对社会怀有特殊的尊重，并已采取重大举措运用各类环境管理工具。关于这些活动的信息、报告及案例研究易于获取。