Abstract

The aim of the study is to identify, and present the CSR practices that have been, and are also currently being implemented by football clubs in the era of the Covid-19 pandemic. Moreover, it also strives to assess the impact of these practices on media coverage. The results of the research show that among the posts published by Zagłębie Sosnowiec on social media platforms, such as their official Facebook profile, and the posts about the results of the matches, tend to achieve the greatest reach. However, on the contrary, posts presenting the ongoing CSR initiatives for the local community come tend to take a backseat, and are considered to be secondary. Furthermore, when it comes to other posts that are related to sports activities or personalities (footballers' birthdays, match previews and information about sponsors), their reach does not tend to differ. From an empirical point of view, this study proves that CSR activities are an imperative element of building relationships with the club’s stakeholders.

摘要

该研究的目的是确定并展示在 Covid-19 大流行时代足球俱乐部已经实施和目前正在实施的企业社会责任实践。此外，它还努力评估这些做法对媒体报道的影响。研究结果表明，在 Zagłębie Sosnowiec 在社交媒体平台上发布的帖子中，例如他们的官方 Facebook 个人资料以及有关比赛结果的帖子，往往会达到最大的影响力。然而，相反，为当地社区展示正在进行的企业社会责任倡议的帖子往往会退居二线，被认为是次要的。此外，当涉及与体育活动或个性相关的其他帖子时（足球运动员的生日、比赛预览和有关赞助商的信息），他们的影响力往往不会有所不同。从实证的角度来看，本研究证明企业社会责任活动是与俱乐部利益相关者建立关系的必要因素。