Improving corporate social responsibility in the easyCredit BBL

Abstract

The final master thesis focuses on the research problem of analyzing CSR strategies, if ex- isting, in German first league Basketball, the easyCredit BBL. In this final master thesis, it is about gaining an understanding of the status quo and also improving the CSR concept of the association by proposing solutions. The easyCredit Basketball Bundesliga (easyCredit BBL) is the research ob- ject and the aim of this research is analyzing the current state of CSR in the easyCredit BBL and its 18 clubs to propose solutions and make recommendations for further development and implementa- tion within CSR criteria. The research guiding question is: Which attitude and necessity is seen and implemented in a CSR initiative in German basketball? To approach this question in this master thesis, a mix of qualitative and quantitative methods are used for best results in form of survey and written and per- sonal interviews with 18 Experts -CEOs/GMs- of all the Basketball clubs of the easyCredit BBL. After an Introduction were the relevancy of the topic is closer looked at, this paper will define the term and outline the historical development and basic theory of CSR in organizations and sports in section I.. This is followed by a systematization of different forms of CSR that exist in practice. Based on these findings, an analytical framework is explained that management can use to identify suitable CSR activities and implement them in the company. The literature analysis and best practice example serve as basis for the further aspects which are lined out in II., where an overview of the German basketball market as a business enterprise is presented, the applied mixed methods are described and III. Results and Discussion that includes and recommendations for the future orien- tation. The results of the conducted study show very heterogeneous picture when it comes to the definition of CSR objectives and are not consistent which leads to the assumption that implementa- tions of CSR are so far somewhat non-strategic in most clubs of the German Basketball League. Proposed solutions: Guiding principles need to be homogenously implemented in the easyCreditBBL and the potential for new business areas need to be investigated and also advanced further. For further research its suggested to conduct quantitative studies and also comparative studies to advance in the so far undeveloped field of CSR in German Ball Sports besides Soccer.