The starting point for this thesis is the social trend towards sustainability and the goal of implementing ecological and social changes for the benefit of future generations. This also includes the responsibility of companies to become more socially involved in society, for example. At the same time, football clubs in German professional leagues are becoming more and more professional and have long been considered independent companies. With increasing estrangement from the fans, however, they also face the challenge of not losing them and assuming their social role through their charisma. Ultimately, the management approach of corporate social responsibility (CSR) can help them to face these challenges on the one hand and to benefit from them on the other.The research aim of this thesis is to examine the perception of CSR by German football fans regarding brand image and purchase intention. Besides, a distinction is to be made between these two determinants according to specific club classification as in this casethe classification of "traditional clubs" and artificially created "retort clubs" (Bühler et al., 2013). Furthermore, the motives assumed by the fans behind the implementation of a CSR measure will be examined. For this purpose, the theoretical foundations of CSR perception, brand credibility, brand image, purchase intentions and CSR attribution theory are considered within a stimulus-organism-response model. The research process began with an online survey of football fans in two internet fan forums who were presented with a stimulus respectively a fictitious newspaper article about a CSR measure. The data was analysed using Structural Equation Modelling, to show strengthsand dependencies of the variables.It turned out that the overall surveyed group did not assist CSR perception to have a direct influence on brand image and purchase intentions. However, total effects via brand credibility have become clear, in which the dimension of trustworthiness in particular has a significant influence. This is also confirmed by the results within the club classifications examined, which show a stronger influence on brand image than on purchase intentions for the group of retort clubs. On the other hand, traditional clubs benefit more positively from the effects on purchase intentions. CSR perception is positively influenced to a large extent by suspected value-oriented motives, whereas egoistic suspected motives are most detrimental to the perception of the CSR measure.