NORTH AMERICAN PROFESSIONAL BASKETBALL TEAMS SERVING SOCIETY

Abstract

Nowadays, an increasingly important area of research in the field of sport is the examination of Corporate Social Responsibility (CSR) activities, i.e. the responsible behaviour of sports companies and sports organizations. The purpose of this study is to describe the CSR activities of the National Basketball Association (NBA) and the sports organisations present in the NBA, with main focus on the Boston Celtics, Cleveland Cavaliers, Dallas Mavericks and Golden State Warriors. To answer my research questions, I used comparative analysis based on secondary data sources. I examined the NBA’s annual Social Impact reports, social measures published on teams’ websites and research findings related to these sports organisations. Using an evaluation system based on international literature and 4 main points, I have selected the teams included in the study, which are the forefront of the researched topic and, with the help of case studies, I can present good practises that can serve as examples for the domestic sports sector.