Implementation of sustainable development in Borussia Dortmund GmbH&Co.KgaA

Abstract

Purpose: The objective of this research is to provide information about the current situation as it pertains to the application of sustainably development in the Football enterprises Borussia Dortmund (BVB). Design/methodology/approach: The first part of this research discusses some particular points of the business strategy and sustainability managing of Football enterprises Borussia Dortmund. To pursue this strategic goal, BVB is trying to increase the revenues and increase the business results and thus the value of the company in a sustainable manner. Borussia Dortmund management keeps its social responsibilities towards the fans, club members, the city of Dortmund, and the region in mind. We present social, ecological and economic impact of Borussia Dortmund activities. This paper combines the conclusions from secondary data analysis, content analysis of websites and the author’s own empirical investigation based on a series of interviews. Findings:Football enterprises function in the form of companies and have pursuing different purposes economic and social goals. In the structures of football enterprises Borussia Dortmund their exists departments Corporate Responsibility for still better implementation of sustainability goals in practice. BVB uses own sports and economics potential to assume responsibility, which is tied closely to Dortmund and the surrounding Ruhr region, and recognises sustainable development as a guiding principle at global level. Implementation strategies for sustainably development is a significant factor for increasecompetitive advantages of Borussia Dortmund. Research and practical limitations/implications:This research highlights that sustainable development has to become a part of management strategies of football enterprises.The constitutive elements of social market economy had an influence on the functioning of football enterprises Borussia Dortmund. Projects realized under the social responsibility, that were undertaken by sport companies BVB, were strongly related to sports education, environmental protection, social exclusion.Sustainable development of Borussia Dortmund is an interesting case study for another football clubs (enterprises) in Europe, especially for polish football clubs. Originality/value: The author draw attention to the argument that the professional sport industry requires a unique and original sustainable development. Football enterprises have many opportunities to contribute to sustainable development. Need to be noticed that sustainable development is big chance for sports clubs to open new opportunities and chance to economic development also adding value of brand (BVB is one 12th place in ranking of the Football Brands in Europe and Number One in ranking of Germany Football Clubs).