The corporate sponsorship recognition as an expression of corporate social responsibility

Abstract

The present article tries to show the abandoning of an already outdated conception, in which patronage appeared as a manifestation of a philanthropic activity, to become an expression of recognition of corporate social responsibility. The evolution experienced by patronage not only has an incidental character, but it enters the very essence of the phenomenon, determining a radical change: it moves from being an exercise of freedom and philanthropy to being a responsible social action. In addition, the article proposes that the redefinition of the concept of patronage that must include inexorably the redefinition of the concept of corporate social responsibility, must never be considered as an act of managerial liberality, but as a set of obligations.