SHARED GOALS – THE ROLE OF SPORT IN SUSTAINABLE DEVELOPMENT

Sport is increasingly becoming an effective vehicle for achieving economic and social goals, and is a tool that businesses can use in their efforts to improve their sustainability.

Sport can empower individuals, bring social cohesion to community development and deliver important health messages:

“When young people participate in sports or have access to physical education, they can build up their health and self-esteem, use their talents to the fullest, learn the ideals of teamwork and tolerance, and be drawn away from the dangers of drugs and crime.”
Kofi Annan, former UN Secretary General

One example of the growing recognition of the power of sport to contribute to development and peace is the Mathare Youth Sport Association - which was nominated for the 2006 Nobel Peace Prize. Mathare is a Nairobi-based youth programme linking sports with environmental cleanups, AIDS prevention, leadership training and other community services activities.

There are clear indications that companies are also starting to recognise the potential of sport for development. IBLF first explored this issue in 2005, in a report entitled Shared Goals: sport and business in partnerships for development.

Why Shared Goals? Because sport can help both the private sector and development organisations achieve these mutually beneficial goals:

Contributing to peaceful, well governed and secure societies, and stable operating environments

Encouraging healthy, active populations and reducing rates of disease

Strengthening local communities

Sharing universal values that underpin successful societies and successful markets

Empowering marginalised groups and reducing inequality

Standard Chartered, the UK financial services company, is one company active in the area of sport for development. Its GOAL programme uses netball to empower young women in South Delhi, show coaches how they can help foster social change through sport, and encourage employee engagement.

What do you think is the most common motivation for companies that get involved in sport for development partnerships? Take our online poll and tell us!

In partnership with Standard Chartered, Nike and UK Sport, IBLF is now looking at ways that leading companies are using sport strategically to make their businesses and the communities in which they operate more sustainable.

With business increasingly interested in the opportunities that sport can offer as a tool for development, the report will identify existing good practice and analyse the business case for companies to use sport in a more strategic way, as part of their social investment.

Following a consultation period, Shared Goals 2: Promoting private sector engagement in sport for development partnerships will be published and launched in London in January 2008. Read the working summary to find out more.