A co, jeśli Forest Green Rovers pozielenieją? Wdrażanie strategii zrównoważonego rozwoju przez klub piłkarski

Jan Podniesiński

Abstrakt

And What if Forest Green Rovers Go Green? An Implementation of the Sustainable Development Strategy by a Football Club

Sport and sports organisations are often some of the most important aspects of local culture and identity. As in the case of cultural institutions, recent years have seen numerous interesting initiatives for sustainable development undertaken by athletes and sports clubs. The paper explores the implementation and social reception of the sustainable development strategy adopted in 2010 by the professional football club called Forest Green Rovers FC in Great Britain. Using the method of content analysis, the author attempts to analyse the critical reflection on the strategy presented in the national opinion-forming press and to show how the club’s environmentally-friendly actions are perceived by the community of its fans.

Słowa kluczowe: Forest Green Rovers FC, strategia zrównoważonego rozwoju, analiza treści, media, odbiór społeczny, sustainable strategy, content analysis, social reception
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