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Orientador(es)
Resumo(s)
Sport policy has increasingly become influenced by corporate social responsibility (CSR) initiatives aimed at incorporating social, economic and environmental concerns. More recently, sport has incorporated social policies
that are entrepreneurial in nature, which has lead to an increase in sports
event sponsorship coming from both a social entrepreneurship and CSR
perspective. The aim of this study is to analyse the reasons why organisations sponsor sport events at a community level and to identify the drivers
that support this decision-making. For this study, 35 public and private
sector organisations were involved, from several economic sectors. A questionnaire was applied to the Chief Executive Officers, vice presidents, directors and managers (N = 80) and analysed through an exploratory factor
analysis and correlation analysis. The results show for drivers that were most
relevant to sports sponsorship policy: customer loyalty and motivation of
employees, reputation and social networks, innovation and opportunity,
and CSR. The findings are helpful to organisations developing policy initiatives about how to use sports sponsorship to increase their social entrepreneurship and CSR initiatives.
Descrição
Palavras-chave
Corporate social responsibility (CSR) Social entrepreneurship Sponsorship Sport events Sport policy Community
Contexto Educativo
Citação
Miragaia, D. A. M., Ferreira, J., & Ratten, V. (2017). Corporate social responsibility and social entrepreneurship: drivers of sports sponsorship policy. International Journal of Sport Policy and Politics, 9(4), 613-623. doi: 10.1080/19406940.2017.1374297
Editora
Taylor & Francis