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Sponsorship of Sports Events: A Tool to Develop Social Entrepreneurship and the Corporate Social Responsibility

In: Social Entrepreneurship in Non-Profit and Profit Sectors

Author

Listed:
  • Dina Miragaia

    (University of Beira Interior)

  • João Ferreira

    (University of Beira Interior)

  • Inês Pombo

    (University of Beira Interior)

Abstract

This study analyses the motives of companies to supporting and sponsoring social actions or projects developed through sport events. To this end, we applied a questionnaire to 80 CEOs, vice presidents, directors or managers at companies operating in different economic sectors. The questionnaire contained five analytical dimensions: innovation and creativity; motivation; social responsibility; image; and sales/income. The core motive identified by companies rendering support to community-based sport projects stems from believing that every type of company holds social responsibility with the objective of making money the least valued motive when considering participation in this type of initiative. We are correspondingly able to conclude that companies investing in socially responsible actions improve their market positioning and motivate their members of staff.

Suggested Citation

  • Dina Miragaia & João Ferreira & Inês Pombo, 2017. "Sponsorship of Sports Events: A Tool to Develop Social Entrepreneurship and the Corporate Social Responsibility," International Studies in Entrepreneurship, in: Marta Peris-Ortiz & Frédèric Teulon & Dominique Bonet-Fernandez (ed.), Social Entrepreneurship in Non-Profit and Profit Sectors, chapter 0, pages 107-121, Springer.
    • Handle: RePEc:spr:inschp:978-3-319-50850-4_9
    DOI: 10.1007/978-3-319-50850-4_9
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