Sports and social responsibility: From handout to handshake

A recent article by Sab Singh – business consultant and professor – examines the issue of sport and social responsibility and the changes that have occurred in the approach adopted by sporting organisations

Singh highlights the changes that have occurred over the past 15 years with “sporting properties” losing their ability to make deals on their own terms.

Download the full article from the link on the right

Singh believes that mutually-beneficial relationships are now developing between sporting properties and nonprofit organizations. Sports organisations are becoming more sophisticated, gathering greater knowledge of the environment they are entering into and forming stronger, more productive relationships with their partners.

Singh believes that as sports entities have become more significant and visible, so has their belief that they must offer more to wider society.

Nonprofit organisations can provide support through their expertise and motivation in this area. By sharing their knowledge with sporting properties they can help them to work more effectively with the organisations with which they partner.

They will also help these organizations become more aware of the need to measure the impact of their social responsibility programmes as an integral part of their overall business.

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