Strictly speaking, while businesses may not be investing in athletics for profit per se, they hope that such actions--like anything else they do for the public interest--will work as good public relations, giving them a good image in society and getting them on the good side of government units and non-profit groups.
嚴格說起來，企業投入體育，雖然不見得全為謀利，但跟所有的贊助公益事業一樣，總是希望以此取得良好社會形象，也可藉此與一些政府單位及民間社團熟識，做好公關。比較值得討論的是，許多運動團體在跟企業老闆接觸時，總有「矮半截」的心態。