'Panthers on the prowl' community development foundation: the case of a professional sports organistation's hands-on involvement with community centred activities
Document Type
Journal Article
Publisher
Inderscience Enterprises Ltd
Faculty
Office of Research and Innovation
School
Office of Research and Innovation
RAS ID
16387
Abstract
To what extent do organisations directly invest in social capital and corporate social responsibility (CSR) initiatives that are not necessarily aligned with their primary corporate strategy? Expanding from the social capital and CSR literature, this study examines the involvement of Penrith Panthers, a National Rugby League (NRL) organisation, in enhancing social capital through CSR initiatives. From the more common strategy of linking with the community through fundraising and donations, the club is operationalising its role in education, health, wellbeing and programmes aimed at assisting the local community. The findings illuminate how and why this professional sports organisation is connecting with and contributing to their local and surrounding communities. In response to consumer demand, professional sport organisations increasingly see themselves as more than commercial entities principally interested in financial returns. Sport organisations have the capacity to be key vehicles for human enrichment, social integration and community welfare.
DOI
10.1504/IJSEI.2013.054157
Comments
O'Shea, M., & Duarte Alonso, A. (2013). 'Panthers on the prowl' community development foundation: the case of a professional sports organistation's hands-on involvement with community centred activities. International Journal Social Entrepreneurship and Innovation , 2(2), 130-146. Available here