Speakers
Description
Professional sports clubs have always been regarded as agents of socialisation and their role in community development is important. On the other hand, the community is an important external environment for developing professional sports clubs. Therefore, there is a mutually beneficial relationship between professional sports clubs and the community. In China, the economic and social value of professional sports clubs has been recognized, with clubs becoming increasingly connected to local communities and becoming important cultural icons and brand flags for them. However, in recent years, professional sports clubs in China have suffered from a lack of contractual spirit, insufficient public interest spirit, and competition with the community for profits, they failed to match the overall development strategy of the local community, and neglected effective interaction and common feelings with the community. This has led to a gradual decline in the support of professional sports clubs from the community, seriously affecting their sustainable development. Therefore, clubs need to change their “community logic”, enhance their social responsibility, strengthen their awareness of ecological civilization, improve their service consciousness, improve their planning system, optimize the allocation of resources, strengthen their ethics and professional conduct, improve their rational understanding of the community and strengthen their moral self-discipline, so as to bring about a positive impact on community development, in order to harmonize the ethical relationship between professional sports clubs and the economy, environment and residents of the community, and promote the sustainable development between professional sports clubs and the community.
