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

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.