Understanding and improving social impact

Sport has the power to change the world. Its benefits extend across and between our communities. The social considerations of ESG cover a range of factors which are both internal and external to an organisation. Find out more.

Category
Environmental, Social and Governance

Sport is a powerful collective human pursuit. The purpose and mission of many sports organisations will relate to their sport’s social benefits and capacity for community building. Sport can be used for a range of socio-economic, health and wellbeing, educational and integration outcomes. It can bring communities together and support social cohesion and inclusion. Sport’s influence can operate at the most local of levels or nationally and globally.

For some sectors, the S of ESG has been in some ways the most problematic. By comparison, the sports sector has something of an advantage because of its community impact and delivery across different parts of society. Like other social purpose organisations, such as charities, it can be argued that sport has been thinking about the S of ESG for a long time.

Sport has the power to change the world. Its social benefits are well-studied and understood and include:

Sport and physical activity’s positive relationship with physical and mental health

Reduction of health-related expenditure per capita

Improvement of transferrable cognitive skills and life skills in young people

Improved social skills, self-esteem and self-empowerment when sufficient conditions are in place

When combined with improved environmental factors and support mechanisms, sport can play a role in reduced crime and anti-social behaviour

Improved community cohesion and a sense of community network

Through the community, volunteering and coaching, there exist viable pathways to learn skills beyond playing or taking part and maintain a longer term role within a group which can benefit both the group and the individual

Economic benefits of sport including employment, investment and consumer spending

Use of sport as a story-telling platform for positive influence with its wide, devoted audience

There are of course potential negative social effects:

A sense of social exclusion to those who are willing but unable to participate

Poor support mechanisms and environmental factors potentially reversing many of the benefits

Sporting organisations taking advantage of a captive audience to profiteer or spread negative influences through sponsors or owner interest

Risks around safeguarding and welfare, particularly where policies or organisational culture are lacking

A lack of diversity and underrepresentation, or cultures which are not inclusive

The list of factors which fall into the ‘social’ category offered above indicates the range of considerations that organisations might wish to take into account beyond the social and community benefits of sporting activities. Some of these cut across multiple parts of the organisation, from HR and finance to coaching and events planning. It is essential, therefore, that social considerations are embedded into the overall strategic plan and that appropriate and effective means are used to maintain oversight and inter-departmental cooperation.

Sport also has a public face – and with it, an important ability to shape and change public perceptions, particularly through its communications and media presence. Internationally, sport attracts more than a billion fans and players. This represents a huge voice – and a huge amount of support which can be mobilised for good.

Some of the key social issues which sport organisations and associations may look to address include:

Equity, Diversity & Inclusion

Having EDI policies in place, and ensuring these are up-to-date and communicated throughout the organisation, is important. These may also include fair pay policies, or the reporting of gender and ethnic pay gaps amongst employees. Equally important is creating an organisational culture which is genuinely inclusive and in which each person can feel that their contribution counts.