CSR has become a more frequent activity in the sport industry. Several sports organisations have adopted this socially acceptable concept, making it present during sporting events and matches. Today, CSR has been developed to a competitive advantage and those organisations who conduct their CSR activities might be able to obtain organisational goals outside the pitch. Therefore, it is important to understand and establish the underlying factors behind this adoption, so stakeholder can grasp the goals. With the support of Swedish sports organisations CSR the goal was to discover the influencing factors for membership-owned sports organisations adoption of CSR. This study used a qualitative, multiple case study approach to gather the information from the relevant sports organisations. Interviews were the main source of the empirical data collection. The results were identified via the stakeholder perspective, resource-based view and determinants of corporate social responsibility in professional sport. In conclusion the major findings illustrate that Swedish sports organisations are mainly influenced by internal factors in the adoption of CSR.

Aim: The aim of the study is to investigate the influence of social media in building brand and relationship for sport organisations during a global pandemic.   Methodology: The methodology in this study is built on a qualitative method based on a inductive approach. The authors conducted semi-structured interviews when interviewing the sports organisations and fans. Furthermore, a content analysis was employed as it served the aim of the study best. Findings & Conclusion: With regards to building the brand through the use of social media, findings showed that transparency, the history of the club and their image play a vital role in building a distinctive brand. With regards to building their relationship through the use of social media, findings showed that although efforts were made by the hockey clubs to interact and engage fans with various strategies, there was a lack of consistency in order to build their relationship with their fans. Thus, the findings of the study revealed that sport organisations have been able to build their brand as well as maintain their relationship with their fans during the global pandemic through the use of social media. Contribution of the Study: The study has both theoretical contributions and practical contributions. With regards to the theoretical contribution, the study introduces a framework that focuses on what factors influences the effectiveness of social media (SM) use for sports organizations to build their brand and relationship with their fans. Also, to the practical contribution, consistency in interacting and engaging with customers on SM should be a top priority for sport organisations’ relationship managers to build their relationship with fans on SM. Reflections on the Study and Suggestions for Future Research: As the study has been limited to three hockey clubs from Swedish Hockey League, the scope of the study could be broadened in future research. Also, conducting a quantitative method is recommended for future research to determine the link between interaction and engagement. Key Words: Relationship Building, Brand Building, Interaction, Engagement, Social Media, Sports Organisations

Background: CEO compensation as a phenomenon is a well explored topic in both forprofit and non-profit organisations but limited research is made on sports organisations. Due to the important social role that sports organisations entails, one can argue for the need to investigate the purpose of CEO compensation in these organisations as well. Purpose: The main purpose of this study is to explore the purpose of CEO compensation in sports organisations. The purpose of executive compensation will further be studied from both a CEO perspective as well as from the board perspective. Method: This thesis has an abductive research approach and proceeds from previous theories within corporate governance to investigate the purpose of CEO compensation in sports organisations. The empirical part consists of a qualitative interview study to investigate if previous theories are applicable to explain the purpose of CEO compensation in these organisations or if there exists other, unexplored purposes. ii Findings: The findings of the study suggests that the view on the purpose of CEO compensation in sports organisations is different from the board perspective and the CEO perspective. From the board perspective, the purpose appears to be to control the behaviour of the CEO, to gain organisational legitimacy, to make the organisation more business-oriented and to attract individuals with shared interests. On the other hand, from the CEO perspective, the purposes appear to be to increase the motivation and to attain individual legitimacy.

The aim of this thesis is to explore current issues of corporate governance with main focus on sport governance. In the theoretical part is described current level of knowledge in this area. On the basis of extensive questioning research are analyzed approaches to administration and management of sport organisations in the Czech Republic. Results of this thesis show current trends and bring new findings in the area of sport governance.