Corporate social responsibility and social entrepreneurship: drivers of sports sponsorship policy

• Main Author: Miragaia, D. A. M.
• Publication Date: 2017
• Other Authors: Ferreira, João José de Matos, Ratten, Vanessa
• Format: Article
• Language: eng
• Source: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Download full: http://hdl.handle.net/10400.6/8959
• topic: Corporate social responsibility (CSR); Social entrepreneurship; Sponsorship; Sport events; Sport policy; Community

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.