Abstract
The aim of this study was to analyze the reasons that lead companies to support/sponsor, sport projects involving the development of social capital at community level. A questionnaire with five dimensions (innovation/creativity; motivation; social responsibility; image and finally sales/money) was administered to 32 managers from 15 organizations that supported/sponsored a sport program designed to develop children’s social capital. Contrary to the belief that financial profit is the most compelling reason for the existence of business, companies have begun to be involved in conducting business that also involves social responsibility; increasing notoriety in the marketplace; developing actions to benefit others; demonstrating concern about challenges facing a community; increasing credibility; enhancing reputation; and creating a company culture that is inclusive of a community. This investigation reveals that corporate involvement in social responsibility initiatives improve positioning in the market place, which can reflect increased consumer loyalty. It may also increase motivation of employees which can be reflected in increased productivity.
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