Sport still trailing music in promoting CSR
[
03/10/2010
]
Speaking at the ‘Sport as a force for good: a challenge for all stakeholders’ panel at the 2010 Global Sports Forum Barcelona, Rupert E. Daniels accepted sport has yet to follow the example from the music industry where enough high-profile personalities promote social initiatives .
The former FIFA television rights executive and head of content at CSR initiative 1Goal said: “Can sport personalities take that next step and be more than a face on a TV commercial? I don’t think there’s an answer yet and there not many high profile sports personalities at the moment that are capable of doing that.”
Iñaki Urdangarin Liebaert, Chairman of Telefónica International USA Inc and a Spanish Olympic Champion in handball, recognised that professional athletes often want to promote their sport for social good but do not know how to exploit their relationship with a sport.
Ron Pundak, General Director of Peres Center for Peace, said he faces challenges on a daily basis but grassroots initiatives are the “only way” to promote positive relationships between Israel and Palestine: “If we don’t educate kids, parents and adults to make a change and know each other then there is no other way they can interact.”
Kate Burt, UK National Director for Right to play, recognised that the way traditional charities have operated in the sports industry has changed given the importance of corporate sponsorship for NGOs. “The problem is trying to embed the values, of yourself as an NGO, and match them with the demands of a corporate partnership. It’s a balancing act – sometimes it works and sometimes it is difficult,” she said.
