Sustainable Development Communication and Promotion: Evidence from Top European Football Clubs

Abstract

The ongoing COVID-19 pandemic has brought most forms of communication to the web. Most of those who are interested can learn about the activities of their favourite football club mainly from official websites and accounts on social networks. Due to the deepening climate crisis and the growing awareness of the society, so many people demand very detailed information about corporate environmental impact. Nowadays, a professional football club, wishing to maintain high popularity, should be focusing not only on sports results, but also on attitudes towards the environment and society it presents and promotes. The great example in that case can be top football clubs in the European league because, many other football clubs copy solutions from the best. This paper examines the 5 of top European football clubs’ activities area for the better natural environment and the way how these activities are communicated to the football fans. The main research was conducted using publicly available electronic information channels such as football clubs’ websites, reports or social media (like Facebook) accounts. The aim of the article is to indicate to what extent the functioning and reporting of leading football clubs is also subject to the principles of sustainable development in the field of the natural environment. The results can indicate the significance of the current contribution of the top European football clubs to the implementation of Sustainable Development Goals, as well as setting the directions of sustainable development for other football clubs in the future.