EXPLORING HUMAN-CENTERED PHILOSOPHY IN SPORT: THE CASE OF RED BULL SALZBURG

Zbigniew Waśkiewicz

Economy & Business Journal, 2024, vol. 18, issue 1, 251-259

Abstract: This study explores the application of human-centered philosophy in sports, focusing on Red Bull Salzburg's integration of this approach into its management practices. Since its acquisition by the Red Bull Group in 2005, the club has transformed from a traditional football entity into a globally recognized brand by prioritizing player development, community involvement, and ethical values. Led by Dietrich Mateschitz, this shift emphasizes holistic growth, fostering both personal development and social responsibility. This research highlights how philosophical principles, including ethical considerations and intrinsic values, enhance human experience in sports. Red Bull Salzburg's commitment to inclusivity, personal growth, and community engagement is a model that balances business success with human values. The club’s youth academy, fan culture, and community initiatives focus on nurturing life skills and psychological well-being and creating inclusive environments. Although initially criticized for its corporate restructuring, Red Bull Salzburg has successfully balanced its commercial achievements, generating €463 million in transfer profits over the last decade, with a human-centered philosophy. This approach shows how sports organizations can prioritize human dignity and ethical values while achieving financial success, thereby offering a sustainable model for the future of sports management.

Keywords: human-centered philosophy; sports management; player development; community engagement; red bull salzburg (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:isp:journl:v:18:y:2024:i:1:p:251-259

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