'Panthers on the prowl' community development foundation: the case of a professional sports organisation's hands-on involvement with community centred initiatives
by Michelle O'Shea; Abel Duarte Alonso
International Journal of Social Entrepreneurship and Innovation (IJSEI), Vol. 2, No. 2, 2013

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.

Online publication date: Fri, 28-Feb-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Social Entrepreneurship and Innovation (IJSEI):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com