dEjournals Home Page
Economica
Opening page Current
Archives Search
Register Login Impressum

Economica

Vol. 17 No. 3-4 (2026)
Articles

Társadalmi felelősségvállalás a palánkon innen: a CSR helye és szerepe a magyar jégkorongban

Published:
2026-08-03
DOI Linkhttps://doi.org/10.47282/economica/2026/17/3-4/16857
Authors
Laura Márton,
Kinga Ráthonyi-Ódor,
Gergely Ráthonyi
View
pdf (Hungarian)
Keywords
sport, társadalmi felelősségvállalás, jégkorong
License

Copyright (c) 2026 Laura Márton, Kinga Ráthonyi-Ódor, Dr. Ráthonyi Gergely

Creative Commons License

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

How To Cite
Selected Style: APA
Márton, L., Ráthonyi-Ódor, K., & Ráthonyi, G. (2026). Társadalmi felelősségvállalás a palánkon innen: a CSR helye és szerepe a magyar jégkorongban. Economica, 17(3-4), 24-36. https://doi.org/10.47282/economica/2026/17/3-4/16857
Abstract

A vállalati társadalmi felelősségvállalás (CSR) elméleti megalapozottsága és gyakorlati alkalmazása az elmúlt évtizedekben számottevően fejlődött a világ különböző sportágazataiban. Ugyanakkor a CSR sportágspecifikus implementációja – különösen a jégkorong esetében – továbbra is fragmentált, és földrajzi régiónként (Észak-Amerika, Európa) eltérő intenzitással valósul meg. A magyar jégkorong sportszervezetek esetében a téma kutatottsága csekély, és hiányzik az a komplex, empirikus alapú elemzés, amely feltárná a hazai CSR gyakorlatok jellegét, motivációs hátterét, illeszkedését a nemzetközi tendenciákhoz. E hiányosságra reagálva a kutatás célja, a CSR koncepció jégkorongban betöltött helyének és szerepének hazai vizsgálata. A vizsgálat alapját a Magyar Jégkorong Szövetség honlapján elérhető nyilvános adatbázis (76 tagszervezet) képezte. Az online kérdőíves adatfelvétel során a szervezetek 63%-a szolgáltatott értékelhető választ. A CSR koncepció szervezeti stratégiába való integrációja a hazai jégkorongban jelenleg alacsony szintű. Bár CSR aktivitások kimutathatók, a koherens CSR struktúra többnyire hiányzik.

References
  1. Anagnostopoulos, C., & Shilbury, D. (2013). Implementing corporate social responsibility in English football: Towards multi-theoretical integration. Sport, Business and Management: An International Journal, 3(4), 268–284. https://doi.org/10.1108/SBM-05-2013-0009
  2. Baena, V. (2018). The importance of CSR practices carried out by sport teams and its influence on brand love: The Real Madrid Foundation. Social Responsibility Journal, 14(1), 61–79. https://doi.org/10.1108/SRJ-11-2016-0205
  3. Blumrodt, J., Desbordes, M., & Bodin, D. (2013). Professional football clubs and corporate social responsibility. Sport, Business and Management: An International Journal, 3(3), 205–225. https://doi.org/10.1108/SBM-04-2011-0050
  4. Bonafe, A., Convey, S., & Goulding, C. G. (2013). EPAct tax aspects of National Hockey League's green initiative. Corp. Bus. Tax'n Monthly, 15, 17.
  5. Bradish, C., & Cronin, J. J. (2009). Corporate social responsibility in sport. Journal of Sport Management, 23(6), 691–697. https://doi.org/10.1123/jsm.23.6.691
  6. Béki, P., & Géczi, G. (2017). Women on ice—Gender equalization. APSTRACT: Applied Studies in Agribusiness and Commerce, 11, 137–146.
  7. Casper, J. M., & Pfahl, M. E. (2015). Sport and the natural environment. In J. M. Casper & M. E. Pfahl (szerk.), Sport management and the natural environment: Theory and practice (3–14. o.). Routledge. https://doi.org/10.4324/9781315881836
  8. Chiu, W., Lee, C., Bang, H., & Chen, J. (2025). How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit. International Journal of Sports Marketing and Sponsorship, 26(5), 969–988. https://doi.org/10.1108/IJSMS-12-2024-0325
  9. Colomba, C., & Weese, W. J. (2023). Environmental sustainability and the National Hockey League: A review of the seven Canadian teams. Athens Journal of Sports, 10(3), 181–204. https://doi.org/10.30958/ajspo.10-3-4
  10. Dikácz, E., & Ujj, Z. (2004). Sport és környezetvédelem (5–14. o.). Magyar Olimpiai Bizottság Környezetvédelmi Bizottsága.
  11. EKA. (2023). The Swedish Ice Hockey Association strikes with 21 energy-efficient propositions. https://www.ekanalys.se/post/svenska-ishockeyf%C3%B6rbundet-sl%C3%A5r-till-21-energieffektiva-f%C3%B6rslag-f%C3%B6r-ishallar-1?lang=en
  12. Filizöz, B., & Fisne, M. (2011). Corporate social responsibility: A study of striking corporate social responsibility practices in sport management. Procedia – Social and Behavioral Sciences, 24, 1405–1417. https://doi.org/10.1016/j.sbspro.2011.09.062
  13. Habitzreuter, A. M., & Koenigstorfer, J. (2021). The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit. Journal of Business Research, 124, 720–730. https://doi.org/10.1016/j.jbusres.2018.11.040
  14. Harrison, V. S., Seaton, W., & White, C. (2024). Understanding polarized reactions to sport CSR and sustainability communication on social media through dialogic openness. Management Communication Quarterly, 38(4), 834–863. https://doi.org/10.1177/08933189241264540
  15. Ibrahim, H., & Almarshed, S. O. (2014). Sporting event as a corporate social responsibility strategy. Procedia Economics and Finance, 11, 3–14. https://doi.org/10.1016/S2212-5671(14)00170-1
  16. International Ice Hockey Federation. (2019). IIHF sustainability. https://www.iihf.com/en/static/5116/sustainability
  17. International Olympic Committee. (2005). Manual on sport and the environment (7–18. o.). https://stillmed.olympic.org/media/Document%20Library/OlympicOrg/IOC/Who-We-Are/Commissions/Sustainability-And-Legacy-Commission/EN-Manuel-Sport-Environment.pdf.
  18. Johnson, J., & Ali, A. E. (2018). Ecological modernization and the 2014 NHL sustainability report. Sociology of Sport Journal, 35(1), 49–57. https://doi.org/10.1123/ssj.2017-0011
  19. Kakudji, B. K., Mwila, P. K., Burger, J. R., & Du Plessis, J. M. (2020). Epidemiological, clinical and diagnostic profile of breast cancer patients treated at Potchefstroom regional hospital, South Africa, 2012–2018: An open-cohort study. Pan African Medical Journal, 36, 9. https://doi.org/10.11604/pamj.2020.36.9.21180
  20. Kellett, P., & Turner, P. (2011). CSR and water management in the sport sector: A research agenda. International Journal of Sport Management and Marketing, 10(1–2), 142–160. https://doi.org/10.1504/IJSMM.2011.043616
  21. Kim, D., Goldsmith, A., Walker, M., & Drane, D. (2014). Does the social behavior of a high-profile sport league matter? Journal of Contemporary Athletics, 8(2), 65.
  22. Magyar Jégkorong Szövetség. (2021). Hosszú távú sportágfejlesztési stratégiai koncepció (2021–2032). https://www.jegkorongszovetseg.hu/_upload/editor/MJSZ_Hosszutavu_sportagfejlesztesi_strategiai_koncepcio.pdf
  23. Mamo, Y. Z., & Anagnostopoulos, C. (2023). Stakeholders’ “voice” through social media: The case of corporate social responsibility in sport. International Journal of Sports Marketing and Sponsorship, 24(5), 1002–1020. https://doi.org/10.1108/IJSMS-05-2023-0084
  24. Mamo, Y., Agyemang, K. J. A., & Andrew, D. P. S. (2021). Types of CSR initiatives and fans’ social outcomes: The case of professional sport organizations. Sport Marketing Quarterly, 30(2), 146–160. https://doi.org/10.32731/SMQ.302.062021.06
  25. Moghaddam, K. S., Abadi, B. H., & Eydi, H. (2018). Investigating environmental responsiblities involved in sport organizations. International Journal of Sports Science, 8(4), 109–117.
  26. Montazeri, A., Talebpour, M., Andam, R., & Kazemnejad, A. (2017). Measuring corporate social responsibility in sport industry: Development and validation of measurement scale. Annals of Applied Sport Science, 5(2), 97–114. https://doi.org/10.18869/acadpub.aassjournal.5.2.97
  27. Morrison, K. A., Misener, K. E., & Mock, S. E. (2020). The influence of corporate social responsibility and team identification on spectator behavior in major junior hockey. Leisure Sciences, 42(2), 133–151. https://doi.org/10.1080/01490400.2017.1408511
  28. Márton, L. (2022). Environmental management activities of NHL teams. APSTRACT: Applied Studies in Agribusiness and Commerce, 16(1), 53–60.
  29. Márton, L. F. (2025). A CSR koncepció helye és szerepe a jégkorong sportágban [Doktori disszertáció, Debreceni Egyetem]. https://dea.lib.unideb.hu/items/5254dc13-3b90-4acb-b817-6d9cc7c4620d
  30. Natural Resources Defense Council. (2012). Game changer: How the sports industry is saving the environment. https://www.nrdc.org/sites/default/files/Game-Changer-report.pdf
  31. Nilsson, L. (2018). CSR in Swedish football – A multiple case study of four clubs in Allsvenskan [Mesterképzéses szakdolgozat, Södertörn University]. https://www.diva-portal.org/smash/get/diva2:1259196/FULLTEXT01.pdf
  32. Plewa, C., Carrillat, F. A., Mazodier, M., & Quester, P. G. (2016). Which sport sponsorships most impact sponsor CSR image? European Journal of Marketing, 50(5–6), 796–815. https://doi.org/10.1108/EJM-02-2015-0078
  33. Razali, N. M., & Wah, Y. B. (2011). Power comparisons of Shapiro–Wilk, Kolmogorov–Smirnov, Lilliefors and Anderson–Darling tests. Journal of Statistical Modeling and Analytics, 2(1), 21–33.
  34. Ribeiro, J., Branco, M. C., & Ribeiro, J. A. (2019). The corporatisation of football and CSR reporting by professional football clubs in Europe. International Journal of Sports Marketing and Sponsorship, 20(2), 242–257. https://doi.org/10.1108/IJSMS-05-2017-0039
  35. Ráthonyi-Ódor, K., & Ráthonyi, G. (2016). Környezetvédelmi kihívások a sportban. Journal of Central European Green Innovation, 4(2), 103–119. https://doi.org/10.22004/ag.econ.236579
  36. Ráthonyi-Ódor, K., Bácsné Bába, É., Müller, A., Bács, Z., & Ráthonyi, G. (2020). How successful are the teams of the European football elite off the field? CSR activities of the Premier League and the Primera División. International Journal of Environmental Research and Public Health, 17(20), 7534. https://doi.org/10.3390/ijerph17207534
  37. Sajtos, L., & Mitev, A. (2007). SPSS kutatási és adatelemzési kézikönyv. Alinea Kiadó.
  38. Scheinbaum, A. C., & Lacey, R. (2015). Event social responsibility: A note to improve outcomes for sponsors and events. Journal of Business Research, 68(9), 1982–1986. https://doi.org/10.1016/j.jbusres.2015.01.017
  39. Schulenkorf, N. (2017). Managing sport-for-development: Reflections and outlook. Sport Management Review, 20(3), 243–251. https://doi.org/10.1016/j.smr.2016.11.003
  40. Sheth, H., & Babiak, K. M. (2010). Beyond the game: Perceptions and practices of corporate social responsibility in the professional sport industry. Journal of Business Ethics, 91, 433–450. https://doi.org/10.1007/s10551-009-0094-0
  41. Smith, A. C., & Westerbeek, H. M. (2007). Sport as a vehicle for deploying corporate social responsibility. The Journal of Corporate Citizenship, 25, 43–54.
  42. Su, C. H., Stravers, T., Petri, E., Allinson, K., & Tsai, C. H. (2021). National Hockey League scores big with new sustainability program. Journal of Hospitality & Tourism Cases, 9(1), 27–33. https://doi.org/10.1177/216499872100900106
  43. Taradellas, J. (2003). The Olympic Movement and the environment [Egyetemi előadás]. Centre d’Estudis Olímpics (UAB), International Chair in Olympism (IOC-UAB).
  44. Trendafilova, S., Babiak, K., & Heinze, K. (2013). Corporate social responsibility and environmental sustainability: Why professional sport is greening the playing field. Sport Management Review, 16(3), 298–313. https://doi.org/10.1016/j.smr.2012.12.006
  45. Zeimers, G., Anagnostopoulos, C., Zintz, T., & Willem, A. (2018). Corporate social responsibility (CSR) in football: Exploring modes of CSR implementation. In S. Chadwick, D. Parnell, P. Widdop, & C. Anagnostopoulos (szerk.), Routledge handbook of football business and management (114–130. o.). Routledge. https://doi.org/10.4324/9781351262804-10
Most read articles by the same author(s)
György Norbert Szabados, Éva Bácsné Bába, Dániel Fróna, Zoltán Bács, András Helmeczi, Gergely Kulcsár, Gergely Ráthonyi, Sándor Kovács, ESPORT IN HUNGARY: ORGANIZATIONS AND DEVELOPMENT OPPORTUNITIES Economica: Vol. 12 No. 1-2 (2021)