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Social Entrepreneurship in Non-Profit and Profit Sectors pp 107–121Cite as

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

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Part of the book series: International Studies in Entrepreneurship ((ISEN,volume 36))

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.

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Acknowledgments

The authors would like to thank to NECE—Research Unit in Business Sciences funded by the Multiannual Funding Programme of R&D Centres of FCT—Fundação para a Ciência e a Tecnologia, under the project “UID/GES/04630/2013”.

Author information

Authors and Affiliations

  1. Sport Sciences Department, University of Beira Interior, Convento de Sto. António, Covilhã, 6201-001, Portugal

    Dina Miragaia

  2. Management and Economics Department, University of Beira Interior, Estrada do Sineiro, Covilhã, 6200-209, Portugal

    João Ferreira & Inês Pombo

Authors
  1. Dina Miragaia
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  2. João Ferreira
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  3. Inês Pombo
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Corresponding author

Correspondence to Dina Miragaia .

Editor information

Editors and Affiliations

  1. Departamento de Organizacón de Empresas, Universitat Politècnica de València, Valencia, Spain

    Marta Peris-Ortiz

  2. Ipag Business School, Paris, France

    Frédèric Teulon

  3. Ipag Business School, Paris, France

    Dominique Bonet-Fernandez

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Miragaia, D., Ferreira, J., Pombo, I. (2017). Sponsorship of Sports Events: A Tool to Develop Social Entrepreneurship and the Corporate Social Responsibility. In: Peris-Ortiz, M., Teulon, F., Bonet-Fernandez, D. (eds) Social Entrepreneurship in Non-Profit and Profit Sectors. International Studies in Entrepreneurship, vol 36. Springer, Cham. https://doi.org/10.1007/978-3-319-50850-4_9

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