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Team work
2011-03-23 16:11:08
23 March 2011 Last updated at 00:05 Share this page Delicious Digg Facebook reddit StumbleUpon Twitter Email Print Sport and business team up for social change By Bill Wilson Business reporter, BBC News Charity Kick It Out and car firm Ford are teaching youngsters about diversity and respect Continue reading the main story Business of Sport Football creditors rule to stay Gers CVA proposal due by Monday US and IOC agree revenue sharing Appeals in cricket spot-bet cases
Sport and corporate social responsibility is an idea that has been fighting to establish itself in the past few years.
It emerged as a theme in the latter part of the last decade, as sport and business found ways to work together towards social change. But the concept was in danger of being stopped in its tracks by the global economic downturn.
At the same time, for those projects that did manage to get off the ground, there was the danger of cynics seeing them as a cheaper option to traditional forms of sport sponsorship.
However, there is now a feeling that sport and CSR is moving close to the heart of the sponsorship agenda in its own right. Sport, firms involved in sport business, worthwhile social projects - all are looking to come closer together.
'Growing relationships'"With the London 2012 Olympic Games a year away, and the legacy issues surrounding that event, the subject is obviously a very topical one," says Keir Gordon, of sports law practice Charles Russell, whose clients include Manchester United, Bolton Wanderers and Mercedes.
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//"Sport, and sport for development, offers a corporate social responsibility vehicle that allows brands to market themselves in a different way."
He says firms involved, such as PWC, which is in the process of supporting a number of Beyond Sport initiatives around the world, can see benefits for their staff too.
And the 40-year-old former rugby player agent denies the CSR strand has vanished off the agenda, saying it has, if anything, become stronger in the past few years.
"Brands are now looking to engage employees, shareholders, clients and customers, in a more serious discourse about wider engagement with society," he insists.
"This is not just about charity, or corporate giving - it is good business to do 'good business'."
'Thriving projects'For the winning projects, he says, there is an increased profile, networking potential, confidence and business expertise.
"We are not there to help the projects survive, we are there to help them thrive," adds Mr Keller, who set up the broader Sport Industry Group business in 2001.
A Beyond Sport-backed youth football project for disadvantaged youngsters in Colombia"Projects have to have been running for two years before we back them, apart from the new best new project category, where projects have to have been running for a year.
"We are looking for self-starting leadership, people who have started things up on their own."
Beyond Sport is looking to establish three hubs for its work, in the UK, South Africa, and US - where it is supported by major sporting bodies, including the MLB, NBA, WNBA, NFL, NHL, MLS and USOC.
"We take an emotive area of society - sport - and the issues of the times - social exclusion, conflict resolution, health and education - and act to bring these different partners, from sport, business and philanthropy, together under one roof," says Mr Keller.