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

Maciej Chodziński, Anna Laskowska-Solarz


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.


sustainability; football clubs; CSR; Europe

Full Text:


References (2021). Why is Euro 2021 being played in different countries and which ones are they? Retrieved from

Bazzi, M. (2019). The Development of Chelsea Football Club. Pécs: University of Pécs.

Boyatzis, R.E. (1998). Transforming Qualitative Information, Thematic Analysis and Code Development. Thousand Oaks: Sage Publications.

Bryman, A., & Bell, E. (2015). Business Research Methods. Oxford: Oxford University Press.

Bush, A.J., Martin, C.A., & Bush, V.D. (2004). Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research, 44(1), 108–118. doi:10.1017/S0021849904040206

Chamran, M.K., Yau, K.L.A., Noor, R.M.D., & Wong, R. (2019). A Distributed Testbed for 5G Scenarios: An Experimental Study. Sensors, 20(1), 18. doi:10.3390/s20010018

Cruz, J.M., Schregel, P., & Zulch, H. (2021). Measuring robustness: sustainable success factors affecting professional football clubs. Sport, Business and Management: An International Journal. Emerald Publishing Limited 2042-678X. doi:10.1108/SBM-03-2021-0041

Deakin, M. (2013). Smart Cities: Governing, Modelling and Analysing the Transition. Routledge: Oxford.

Deutsche Welle. (2021). German police probe failed Greenpeace Euro 2020 protest. Retrieved from

Di Corrado, D., Pellarin, E., & Agostini, T. (2011). The phenomenon of social influence on the football pitch: Social pressure from the crowd on referees’ decisions. Review of Psychology, 18(1), 33-36.

Dingle, G. (2016). Sport, the natural environment, and sustainability. Thousand Oaks: Sage Publications. doi:10.4135/9781473957961

Dusenberg, N., Almeida, V., & Amorim, J. (2016). The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement. Brazilian Business Review, 13, 1–21. doi:10.15728/edicaoesp.2016.1

Dvorak, J., Junge, A., Graf-Baumann, T., & Peterson, L. (2004). Football is the most popular sport worldwide. The American Journal of Sports Medicine, 32, 3S-4S. doi:10.1177/0363546503262283

European Commission Smart Cities. Retrieved from

European Green Deal. (n.d.). [Text]. European Commission - European Commission. Retrieved from

Faccia, A., Mataruna-Dos-Santos, L.J., Munoz Helù, H., & Range, D. (2020). Measuring and Monitoring Sustainability in Listed European Football Clubs: A Value-Added Reporting Perspective. Sustainability, 12(23), 9853. doi:10.3390/su12239853

Famous European Sports. (n.d.). Retrieved from

FC Bayern München Official Website. (n.d.). Retrieved from

FC Bayern München Facebook profile. (n.d.). Retrieved from

FC Barcelona CSR Report. (n.d.). Retrieved from

FC Barcelona Official Website. (n.d.). Retrieved from

FC Barcelona Facebook profile. (n.d.). Retrieved from

Galati, S.R. (2018). Funding a smart city: From concept to actuality. In S. McClellan, J.A. Jimenez, & G. Koutitas (Eds.), Smart Cities. Applications, Technologies, Standards, and Driving Factors Springer International Publishing.

Global Social media statistics. (2022). Retrieved from

Główny Urząd Statystyczny. (2020). Kultura fizyczna w Polsce w 2020 r. GUS. Retrieved from

Goldgehn, L., A. (2004). Generation Who, What, Y? What You Need to Know About Generation Y. International Journal of Educational Advancement, 5(1), 24–34. doi:10.1057/palgrave.ijea.2140202

Hatzigeorgiadis, A., Morela, E., Elbe, A.-M., Kouli, O., & Sanchez, X. (2013). The Integrative Role of Sport in Multicultural Societies. European Psychologist, 18(3), 191–202. doi:10.1027/1016-9040/a000155

Juventus CSR Report. (2021). Sustainability Report 2020/2021 – the impact of Juventus. Retrieved from

Juventus Official Website. (n.d.). Retrieved from

Juventus Facebook profile. (n.d.). Retrieved from

Keating, D. (2021). UEFA director: „It is important for us to show leadership in greening football”. Retrieved from

Klein, C., Zwergel, B., & Heiden, S. (2009). On the existence of sports sentiment: The relation between football match results and stock index returns in Europe. Review of Managerial Science, 3(3), 191–208. doi:10.1007/s11846-009-0031-8

Lai, C.S., Jia, Y., Dong, Z., Wang, D., Tao, Y., Lai, Q.H., Wong, R.T.K., Zobaa, A.F., Wu, R., & Lai, L.L. (2020). A review of technical standards for smart cities. Clean Technologies, 2(3), 290–310. doi:10.3390/cleantechnol2030019

Mallen, C., Adams, L., Stevens, J., & Thompson, L. (2010). Environmental sustainability in sport facility management: a delphi study. European Sport Management Quarterly, 10(3), 367–389. doi:10.1080/16184741003774521

Mallen, C., Stevens, J., Adams, L., & McRoberts, S. (2010). The assessment of the environmental performance of an international multi-sport event. European Sport Management Quarterly, 10(1), 97–122. doi:10.1080/16184740903460488

Malm, C., Jakobsson, J., & Isaksson, A. (2019). Physical Activity and Sports — Real Health Benefits: A Review with Insight into the Public Health of Sweden. Sports, 7(5), 127. doi:10.3390/sports7050127

Manchester United FC CSR. (n.d.). Retrieved from

Manchester United FC Official Website. (n.d.). Retrieved from

Manchester United FC Facebook profile. (n.d.). Retrieved from

Mandela, N. (2011). Nelson Mandela By Himself. London: Macmillan.

Moser, C., Frick, V., Seidl, R., & Blumer, Y.B. (2019). Teaming up for sustainability: Promoting sustainable mobility behaviour through sports clubs in Switzerland. Energy Research & Social Science, 53, 89–97.

Nelson Mandela Foundation. (n.d.). Retrieved from

Nosal, P. (2015). The Social Phenomenon of Football: Sport catalogue of the Others. ‘The Otherness’ as a perspective in social sport studies. Miscellanea Anthropologica et Sociologica, 16, 15–30. doi:10.5604/20842937.1188584.

Polsat News. (2021). Ronaldo schował butelki coli na konferencji. Firma straciła 4 mld dolarów. Polsat News. Retrieved from

Real Madrid CSR Report 2020–2021. (2021). Corporate Social Responsibility and Sustainability Report 2020-2021. Retrieved from

Real Madrid Official Website. (n.d.). Retrieved from

Real Madrid Facebook profie. (n.d.). Retrieved from

Roşca, V. (2010). Sustainable development of a city by using a football club. Theoretical and Empirical Researches in Urban Management, 5(7(16)), 61–68.

Schregela, J.P., Cruza, J.M., & Zülch, H. (2021). Identifying football management variables that lead to sustainable success in professional European football clubs. A literature review. HHL Working Paper, No. 191.

Silva, B.N., Khan, M., & Han, K. (2018). Towards sustainable smart cities: A review of trends, architectures, components, and open challenges in smart cities. Sustainable Cities and Society, 38, 697–713. doi:10.1016/j.scs.2018.01.053

The Global Goals. (2021). Sport has the power to change the world. Retrieved from

The Guardian. (2021). Greenpeace apologises for injuries caused by parachuting protester at Euro 2020. Retrieved from

Tranter, P.J., & Lowes, M. (2009). The crucial ‘where’ of motorsport marketing: is motorsport now a ‘race out of place’? International Journal of Sport Marketing and Sponsorship, 11(1), 60–79. doi:10.1108/IJSMS-11-01-2009-B005 (2021a). Five substitutions allowed at UEFA EURO 2020 and 2021 UEFA Nations League Finals. Retrieved from (2021b). Who tops the all-time European Cup rankings? | UEFA Champions League. Retrieved from

Wicha, A. (2021). Non-financial disclosures requirements as a regulation model for promoting and imposing sustainable finance within the European Union. Annales Universitatis Mariae Curie-Skłodowska, Sectio M, 6(4), 129-144. doi:10.17951/bc.2021.6.4

World Atlas. (2021). The most popular sports in the world. Retrieved from

World Health Organization. (n.d.). Physical activity. Retrieved from

Data publikacji: 2022-09-05 12:06:22
Data złożenia artykułu: 2022-03-04 19:03:27


Total abstract view - 501
Downloads (from 2020-06-17) - PDF - 0



  • There are currently no refbacks.

Copyright (c) 2022 Maciej Chodziński, Anna Laskowska-Solarz

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.