لم تكن أنشطة المسئولية الاجتماعية للشركات هادفة فقط إلي المساهمة في تنمية المجتمع وتطوير مفردات البيئة الخارجية، بل صارت الأرباح المالية والفائض الاقتصادي والمكاسب المادية بمثابة مؤشر موازي لقياس رصيد رأس المال الاجتماعي؛ كضامن رئيسي في بيئة الأعمال التنافسية للمنظمة.
وفي مجال الرياضة؛ تسعي منظمات الأعمال إلي توظيف رأس مالها الاجتماعي في بلوغ أهدافها المتباينة؛ كالشهرة والسمعة والاستثمار المالي الناتج عن تشكيل روابط التواصل بين عدد من المؤسسات مثل:(شركات إنتاج وبيع وتسويق الأدوات الرياضية، شركات الاستشارات الرياضية، شركات تنظيم الفعاليات الرياضية، شركات الإنتاج الإعلامي والقنوات الإخبارية الحكومية وغير الحكومية، الأندية والفرق الرياضية المملوكة للقطاع الخاص والمساهمين، الاتحادات الرياضية الوطنية والدولية المسئولة عن إدارة الرياضة مثل الفيفا واللجنة الأوليمبية، هيئات ومفوضيات التنمية الرياضية، معاهد التطوير والتدريب الرياضي، المنظمات التنموية التي توظف الرياضة شعارًا لأعمالها كتنظيم كأس عالم لعديمي المأوي).
لقد كان كرنفال الرياضة عبر الثقافات عام 2007 حاشدًا لجموع الشعب السيريلانكي حول طقوس وعادات ثقافية لم تكن مدركةً لديهم، فضلًا عن تحقيق المزج الثقافي بين الجماهير متباينة الاختلاقات العرقية والدينية عبر ممارسة الأنشطة الرياضية والفنون الإبداعية والحرف اليدوية المتعددة، والتعبير عن مشاعرهم الاحتفالية؛ في ظل أجواء تتسم بالأمن والاستقرار والسلامة النفسية وغيرها من المعاني التي يتسم بها المناخ الرياضي، خاصةً لدي الأطفال والشباب من الفئات المحرومة من ممارسة الأنشطة الرياضية، وتنمية روح العمل التطوعي في تنظيم الفعاليات لدي المشاركين.
وفي قرية تشابو الريفية الفقيرة بجنوب أفريقيا؛ كان محدودو الدخل هم الأكثر اتجاهًا نحو ممارسة واحتراف الرياضة بل والترقي الوظيفي بها؛ باعتبارها وسيلة بارزة لتشكيل رأس مال اجتماعي؛ يمكن استثماره في كسب الرزق، والشعور بالثقة والتقدير الاجتماعي؛ من قبل الأطفال وأولياء الأمور والأسر واللاعبين.
كما يعتبر النادي الرياضي في سياق البطالة والفقر المدقع مظهرًا مهمًا للترابط والتمكين الاجتماعي، وتشجيع الأعمال التطوعية المستدامة بين الشباب، والسعي الاستثماري في هذه الصناعة الرياضية علي المدي الطويل .
ستظل أفكار ومبادرات المسئولية الاجتماعية في المجال الرياضي حبيسة الشباك الممزقة وغير قابلة للتنفيذ؛ مالم يتم إرساء لوائح وتشريعات إلزامية تفرض علي منظمات الأعمال الاتجاه نحو هذه الممارسات التنموية المبتكرة المؤمنة بآليات التعاون وعقد الشراكات بين قطاعات الأعمال من جانب؛ ومنظمات المجتمع المدني من جانب آخر.
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