EXPLORING SOCIAL ENTREPRENEURIAL ACTIVITIES AT A COMMUNITY SPORT EVENT IN THE CONTEXT OF THE COVID-19 PANDEMIC

Abstract

Community sport events are uniquely positioned to engage in social entrepreneurial activities. This engagement can help navigate challenges facing the event sector. Therefore, this study explored the social entrepreneurial activities in which community sport event managers engaged amidst COVID-19. Qualitative data were collected via semi-structured interviews with five event managers and 10 nonprofit managers involved in the Illinois Marathon in the United States. Findings showed that event managers engaged in social entrepreneurial activities through 1) leveraging a corporate partner to facilitate long-term relationships with local nonprofits, 2) delivering an impactful alternate event, and 3) hosting post-event banquets. These activities addressed social problems through 1) listening to and responding to immediate community needs, 2) raising awareness about social issues, and 3) shining a positive light on the community. Findings contribute to the literature on events and social entrepreneurship and provide implications for how event managers partake in effective social entrepreneurial activities.