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Towards a community centred approach to corporate community involvement in the sporting events agenda1

Published online by Cambridge University Press:  02 February 2015

Laura Misener  and
Daniel Mason
Laura Misener
Affiliation:
Faculty of Human Kinetics, University of Windsor, Windsor, ON, Canada
Daniel Mason
Affiliation:
Faculty of Physical Education and Recreation, University of Alberta, Edmonton, AB, Canada
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Abstract

The purpose of this paper was to examine ways that corporations can make a greater contribution to civic and community development through strategic ties to a city's development agenda surrounding the hosting of sporting events. Using the perspective of Corporate Community Involvement (CCI), we draw upon data collected as part of a larger study on sporting events and community development to explore how cities and corporations can make socially responsible contributions to communities. The guiding principles of community involvement in decision-making, full public disclosure and transparency, and grassroots legacy planning underscore the importance of community-based strategies for CCI. We offer three related strategies: comprehensive social and community impact assessments, facilitation of local knowledge capital and providers, and cross-sectoral management event programming as ways for corporations to begin to engage in CCI activities related to events. These strategies offer opportunities for organisation to use sport to make a valuable contribution to communities and community development activities.

Keywords

corporate community investmentsport eventcommunity development
Type
Research Article
Information
Journal of Management & Organization , Volume 16 , Issue 4 , September 2010 , pp. 495 - 514
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2010

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