SOCIAL RESPONSIBILITY PRACTISE APPLICATION IN SPORTS ORGANISATION

Abstract

In recent decades, the formation of a new type of social relationships has continued, based on new social connections and styles of behaviour. The role of sport in modern society is becoming not only an increasingly visible social and political factor, the demand of stakeholders to become socially responsible organizations is felt due to public pressure in the sports industry. The main goal of organizations should be not only to maximize profits and increase competition but also to get closer to the impact of their activities on the environment. As a result, social responsibility becomes the cornerstone of the management of most organizations or enterprises, when it comes to increasing the well-being of employees, from an environmental point of view – reducing pollution, and from an economic point of view – reducing corruption, bribery. the success of organizations depends on their integration into the market, so social responsibility is a successful way of self-realization since the main areas are social, economic and environmental – important for society and other interested parties. The problem of the study is raised by the question of what level of application of the practice of social responsibility in a sports organization from the point of view of administrative staff and coaches, and what socially responsible activities would promote the level of application of the social responsibility practice of organizations. Research objective: determine the level of application of social responsibility practices in a sports organization from the point of view of administrative staff and coaches. Research methods: analysis of research-based literature sources; quantitative research – questionnaire survey, the questionnaire was based on an analysis of the research-based literature. The questions are adapted to the problem; mathematical, statistical descriptive analysis. The data obtained during the survey were processed by the SPSS version 28 package. Data were calculated using SPSS (Statistical Package for Social Sciences). Results. A comprehensive assessment of corporate social responsibility, based on the proposed system of indicators, allows for analyse of the results of quantitative assessment, to control the level of application of social responsibility practices in organisations which were engaged in various activities, including sports organisations. The advantages of applying social responsibility practice are: it educates staff, reduces staff turnover, helps to attract the best professionals, improves the image of organisations and ensures stable and sustainable development of the organisation in the long run. It was found that the employees of a sports organisation generally evaluate the practice of social responsibility as a high level of social responsibility, men have a slighter lower scores for philanthropic responsibility, and women have a lower rates for economic and philanthropic social responsibility. From the point of view of stakeholders, social responsibility in public relations in a sports organisation is rated the highest (highest level). In terms of environmental sustainability, women value social responsibility less than men. The treatment of employees and athletes, and responsibility towards customers is of a high standard level, however, the application of social responsibility practices in all its components can be improved by initiating more active participation of the sports organisation in the environment and contributing to philanthropic initiatives. Administration employees rate social responsibility lower than coaches.