Impact of corporate social responsibilities on sports-based sponsorship: A case study of Mobile Telecommunication Company Namibia
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Date
2019
Authors
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Journal ISSN
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Publisher
University of Namibia
Abstract
International and local organisations in Namibia such as the Mobile
Telecommunication Company (MTC) have prioritised corporate social responsibility
(CSR). Since MTC's inception, it has become a common practice for the company to
provide financial assistance as well as sponsorship in various forms to the Namibian
populace, specifically the sport fraternity. This study sought to investigate the impact
that MTC sport based corporate social responsibility has on the sport fraternity in
Namibia. The study employed a mixed method approach in gathering data. ATLAS Ti
and SPSS software was used to analyze data for this study. This study used both
quantitative and qualitative research methods to investigate the impact of corporate
social responsibility on sports-based sponsorship at MTC. Face-to-face interviews
were carried out.
The study found that there is a link between CSR and brand promotion and MTC
engages in CSR in order to add value to its brand. It is a strategic marketing tool for
its product, helps create brand loyalty amongst its customers, creates brand awareness,
helps in positioning as well as entrenching the MTC brand amongst Namibia's
populace for growth. The study also found out that sport is a means of livelihood,
particularly for the sports men and women. Since the sponsorship from MTC was
introduced, there has been a lot of improvement in sport as well as in the lives of the
footballers, boxers and their families. Sports men and woman are now able to earn
from sport and sport is currently a reliable source of income. The study concluded that
in order for all companies to invest in CSR the Namibian government should introduce
a sports levy to make it mandatory for companies to invest in CSR. The outcome of
this study highlights the benefits of CSR as powerful strategy for business to partake
in the global sustainable development and well-being of society
Description
A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (Management Strategy)
Keywords
Mobile Telecommunication Company (MTC), Corporate social responsibility, Sports-based sponsorship, University of Namibia, Namibia