Expression of social responsibility in sports organization

ENWith the rapid expansion of the sports sector, the expression of social responsibility in various business structures is also high. Although social responsibility factors are increasingly being applied in Western organizations, this is not yet the case in Lithuania and in companies. (Gižienė, Palekienė, Simanavičienė2011). The economically growing sports sector is becoming attractive not only to the public sector, which is pursuing national goals, but also to private business structures that see the potential for economic benefits from certain sports. In this way, leaders of sports organizations can use social responsibility initiatives as a tool to enable their organization to improve their strategic and financial position (Smith, Westerbeek, 2007). It is observed in the literature that not only the governing bodies but also the employees occupying another hierarchical position have an influence as a socially responsible organization (Sheth, Babiak, 2010). For organizations that want to succeed, the priority must be not only the financial situation, shareholders, sponsors, etc., but also the community, non-governmental organizations, because business must interact with its environment in order to be successful. (Juščius, Griauslytė, 2014). In order to be a socially responsible sports organization, it is necessary to understand in which areas of social responsibility the expression of the members belonging to the organization is most important.The question is: how do people, executives and athletes in sports organizations view the level of corporate social responsibility and what are their social responsibility priorities? The aim of the research: Determine the level of expression of social responsibility in terms of managers, athletes and employees. Objectives of the research: discuss the components of social responsibility in organizations; o analyze the theoretical aspects of the expression of social responsibility of organizations in sports organizations; to conduct a comparative analysis of the opinion of sports organization managers, employees and athletes on the level of expression of social responsibility in a sports organization.Research methods: Analysis of scientific literature sources, Quantitative study – Questionnaire. The questionnaire was based on an analysis of the scientific literature and studies by Smith and Westerbeek (2007), Camilleri, (2015), Zhou, Wang and Zhao (2020) et al.Results. Factors promoting CSR According to the leaders of the organization, improved financial results of the organization, increased attractiveness of the organization to sponsors, greater employee loyalty and a better work atmosphere, athletes believe that CSR is most promoted by increased attractiveness of the organization to sponsors. In the segment of employees and athletes, respondents do not care what ecological or non-ecological technologies their organization uses and, in their opinion, environmental sustainability is not important to the organization. In the leadership segment, CSR has been found to be beneficial for the conservation of environmental resources, and eco-education is seen as a beneficial activity.The difference of opinion on the expression of social responsibility shows that the integration of social responsibility into the policy and strategy of sports organizations needs to be coordinated more effectively, as members of the sports organization community have different perceptions of social responsibility towards society, customers and environmental responsibility. Keywords: social responsibility, expression, sports organizations. [From the publication]

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