Noch viel Schatten rund ums Stadion

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Nachhaltigkeit – dieser scheinbar unscheinbare Begriff – beherrscht heute direkt oder indirekt die Medien, wie sonst vielleicht nur noch der Fußball. Längst werden zur besten TV-Sendezeit Aldi, Apple und Co. auf ihr nachhaltiges Verhalten hin überprüft. Sender begleiten Bürger dabei, wie sie Energie sparen oder berichten intensiv über Klimawandel, Armutsbekämpfung und Flüchtlingsprobleme. Und jedes Jahr hören wir, der Overshoot Day, also der Tag im Jahr, an dem die Menschen alles verbraucht haben, was ihnen eine sich selbst erhaltende Natur erst bis zum Ende des Jahres liefern kann, kommt immer früher. Alles muss folglich nachhaltiger werden… Aber das ist okay, denn sonst ist das Spiel bald aus, um es mal in der Fußballsprache zu sagen.

Ein Vorbild für die Jugend?

Bei so viel Weltuntergang will man sich von Zeit zu Zeit um etwas Schöneres kümmern. Um Fußball zum Beispiel. Seit kurzem läuft er wieder, der Ball. Endlich wieder Bundesliga. Die 53. Saison hat begonnen. Und wie man sieht, schauen jedes Wochenende auch wieder Millionen zu und freuen sich, wenn ihr Verein gewinnt… oder zumindest nicht verliert. Doch warum, bitte schön, hört und weiß man so wenig darüber, ob die schönste Nebensache der Welt eigentlich auch nachhaltig agiert? Wie ist es eigentlich um die soziale Verantwortung der Vereine bestellt, um ihren schonenden Umgang mit Ressourcen, um Moral und Ethik? Nicht gut, wäre der logische erste Reflex. Geht es doch fast nur noch um Geld. Von der Tradition, auf die sich der Fußball so viel einbildet, ist nur noch wenig übrig. Vorbild für die Jugend? Naja! Fast täglich produziert allein der Weltverband FIFA katastrophale Nachrichten: Korruptionsvorwürfe und Amtsmissbrauch hier, Bereicherung und Menschenrechtsverletzungen dort. Von Compliance keine Spur. Und das ist längst noch nicht alles: Wettskandale, rassistische Fans, explodierende Ablösesummen sowie Milliarden an TV-Geldern komplettieren das negative Bild des professionellen Fußballs weltweit. Ist es da nicht geradezu absurd, wenn wir vor einem Spiel Videospots zu Fairplay und Respekt gezeigt bekommen

Gute Ansätze sichtbar

Fußballfunktionäre sehen die Situation naturgemäß irgendwie entspannter. Theo Zwanziger zum Beispiel, Ex-Präsident des Deutschen Fußball Bundes (DFB), lässt uns wissen, Fußball könne wie kein anderer Botschafter in unserer Gesellschaft vermitteln, was Nachhaltigkeit konkret bedeute. Die weltweite Begeisterung für diesen Sport versetze uns in die Lage, wirtschaftliche, soziale, ökologische und kulturelle Maßnahmen auf finanziell hohem Niveau zu unterstützen. Die kommerzielle Seite des Profifußballs und Gemeinnützigkeit seien kein Widerspruch, vielmehr bedingten sie einander. Und was sagt der DFB selbst? „Den Fußball als nachhaltig zu verstehen heißt, seine vielfältigen Potenziale verantwortungsvoll auch für eine gerechte Gesellschaft und eine intakte Umwelt zu nutzen. Somit bedeutet Nachhaltigkeit für den organisierten Fußball heute Verpflichtung und Chance zugleich.“ Klingt doch gut. Und verantwortungsvoll. So nach der Devise: Wir haben verstanden. Aber stimmt das auch?

Fakt ist, bei den meisten Clubs der ersten Bundesliga gibt es gute Ansätze, wenn es zum Beispiel um soziales Engagement geht. Da gibt es Betreuung und Integration behinderter Fußballfans. Oder eine mobile Suchtberatung. Oder Unterstützung für sozial benachteiligte Menschen. Fast kein Verein, der nicht auf Kinder- und Jugendarbeit setzt. Seit neustem kommt noch die Hilfe für Flüchtlinge dazu. Auch beim Umweltschutz engagieren sich einige Clubs, rüsten ihre Stadien mit Solaranlagen aus, bauen Brauchwasserspülungen in die Toiletten und sammeln Getränkebecher wieder ein. Manch einer hat sogar Umweltleitlinien aufgestellt. Doch strategische Nachhaltigkeit bleibt oft unstrukturiert und ohne erkennbaren Managementansatz. Und deshalb bleibt wohl auch die Kommunikation zu den Themen Corporate Social Responsibilty (CSR) und Umweltschutz sehr häufig auf der Strecke. Zwar stellen mehr oder weniger alle Vereine ihr Engagement irgendwo auf der eigenen Internetseite vor – das war’s dann aber meist auch schon. Ansonsten: Stille im weiten Rund.

“Wölfe“ ganz weit vorne

Doch wie in der richtigen Fußballwelt auch, gibt es neben den grauen Mäusen im Mittelfeld der Tabelle Mannschaften, die Champions League spielen. Solche, die im Flutlicht stehen und als Best Practice-Beispiel gelten können, wie zum Beispiel der deutsche Vizemeister VfL Wolfsburg. Die Wölfe, wie sie sich nennen, haben nach eigener Aussage aus der jahrelangen Unterstützung zahlreicher sozialer Projekte viel gelernt. Das vereinseigene CSR-Team verfolge mittlerweile eine klare strategische Linie. Und die bekommt die Öffentlichkeit auch mitgeteilt: Der Verein hat als weltweit erster Club seine Herausforderungen in einem GRI-geprüften Nachhaltigkeitsbericht definiert und sich klare Ziele und Fristen für die Umsetzung gesetzt. Auch die Berichterstattung im Internet kann als vorbildlich bezeichnet werden. Der Volkswagen-Konzern und seine traditionell umfangreiche Nachhaltigkeitskommunikation lassen schön grüßen.

Der Hamburger SV ging ebenfalls mal mit gutem Beispiel voran: Er war der erste Bundesligaverein, der 2009 seinen Geschäftsstellenbetrieb nachhaltig auszurichten begann und Mitglied im Bundesdeutschen Arbeitskreis für umweltbewusstes Management (B.A.U.M.) wurde. Zudem hat der HSV als erster Verein Deutschlands einen Nachhaltigkeitsbericht herausgebracht. Doch mittlerweile ist das Engagement wieder etwas eingeschlafen. Nach dem zweiten Bericht war Schluss. Wer heute wissen will, was die Norddeutschen in punkto CSR machen, muss im Internet nachsehen.

Reichlich Luft nach oben

Zumindest hat die Deutsche Fußball Liga (DFL) 2013 einen Bundesliga Umwelt Report über die ökologischen Aktivitäten der Vereine veröffentlicht. So können Interessierte sich anhand der Auswertung einer Studie über das Engagement der Clubs im Umweltschutz informieren. Doch Nachhaltigkeit ist ja bekanntlich mehr als Ökologie. Das hat immerhin der DFB erkannt und einen an GRI orientierten Nachhaltigkeitsbericht herausgegeben. 17 der 18 deutschen Profifußballvereine der ersten Liga haben jedoch in dieser Hinsicht noch ausreichend Luft nach oben. Viele gute Gründe, sich endlich um eine zielgerichtete Nachhaltigkeitskommunikation zu kümmern, gibt es genug.


 

westwerk3 berät, entwickelt Strategien und realisiert Kommunikationslösungen für Kunden aus unterschiedlichen Branchen und Bereichen – online, offline und im Social Web. Wir beraten Unternehmen umfassend und branchenübergreifend in allen Fragen der CSR-Kommunikation. Wenn Sie mehr wissen möchten, nehmen Sie gerne Kontakt zu uns auf.

Noch viel Schatten rund ums Stadion

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