- Title
- Analysis of the Corporate Social Investment motives and benefits behind the sponsors’ involvement with Parkrun South Africa
- Creator
- Fordyce, Jonathan
- Subject
- Parkrun (Organization)
- Subject
- Parkrun (SA)
- Subject
- Blue Label Telecoms (Firm)
- Subject
- Dis-Chem (Firm)
- Subject
- Discovery Vitality (Firm)
- Subject
- Investments -- Moral and ethical aspects -- South Africa
- Subject
- Sports sponsorship -- South Africa
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10962/5388
- Identifier
- vital:20919
- Description
- This study is a qualitative investigation into the area of Corporate Social Investment (CSI) of non-profit organisations (NPOs). The focus of the study is on the non-profit organisation Parkrun South Africa (Parkrun SA) and its three major sponsors, namely Blue Label Telecoms, Discovery Vitality and Dis-Chem Pharmacies. The research analyses and subsequently posits the various benefits and motivations of the sponsors’ CSI initiative with Parkrun SA. Semi-structured, one-on-one interviews were carried out with the three sponsors to establish these benefits and motivations. The interviewees were selected based on their involvement and influence in establishing and governing their organisations’ CSI initiative with Parkrun SA. The research compared the benefits and motivations, highlighted by the sponsors during the interviews, to the current body of knowledge and literature on CSI. From the interviews it became evident that the benefits and motivations, pertaining to each sponsor, are well aligned to the current literature on CSI benefits and motivations. The benefits and motivations of the three organisations were also deemed very similar. Upon evaluation of the research, it became evident that the most essential motivator for all three sponsoring organisations is commercial. Key to all the sponsoring organisations involvement with Parkrun SA, is the potential return on investment through the various commercial aspects of being associated with such an initiative. Branding was the biggest benefit named by all three sponsoring organisations, however, creating a healthy society emerged as a major benefit too. It can be argued that health has become a major benefit for the sponsors because of the success and exponential growth of Parkrun SA. This growth has captured a large audience and in so doing, created major health benefits for the vast array of participants. Finally, through the data collection and analysis it became clear that the sponsors all view their CSI initiative with Parkrun SA as a major success. It is however, recommended that Parkrun SA start to grow their organisation to match the sustained growth seen in the country. There is a need to expand the organisation in terms of employees and transparent corporate reporting to deal with this growth and keep the sponsors satisfied while also keeping additional sponsors fascinated.
- Format
- 61 pages
- Format
- Publisher
- Rhodes University
- Publisher
- Faculty of Commerce, Rhodes Business School
- Language
- English
- Rights
- Fordyce, Jonathan
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