Title

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

Comments

This article was originally published as: 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. Original article available here

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

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