abbi hill - athletes and sport for development
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Hill, 2013 1
An Examination of Sport for Development Stakeholder Relationships:
By: Abbi Hill MA Candidate Cheri Bradish & Lucie Thibault
Brock University
A Preliminary Analysis of Carroll’s Four Categories of Social Responsibility
March 29th, 2013
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Introduction
“I think that people are generally good people, and I think specifically athletes are amazing
people. I think that most people have to grind it out and work hard to achieve their sport success and therefore are going to be more successful in their personal life, and they’ll never forget what
sport did for them.” - NSO Stakeholder of the Small SFD Organization
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Introduction
• Defining Sport for Development (SFD)• Current athlete involvement with SFD
organizations – Johann Olav Koss – Clara Hughes
• Small vs. Large
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Literature
• Carroll’s (1979) Four Categories of Social Responsibility
• Funding and resources for SFD organizations (Coalter, 2010; Darnell, 2007; Kidd, 2008; Levermore, 2008)
• Stakeholder theory (Donaldson & Preston, 1995; Freeman et al., 2010; Friedman & Miles, 2002)
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Defining Stakeholder
• Individuals and/or groups that can affect a business’ actions or be affected by the business’ actions and achievements (Freeman et al. 2010; Roberts, 1992)
• A person or organization that has a vested interest in another organization. – Can be personal and/or professional
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Major Stakeholder Groups
SFD Org
Governments
Athletes
Corporate Donors
Program Participants Foundations
Schools
Public
Individuals
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Athletes as Stakeholders
• Individual athletes• Sport teams • Sport communities
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Carroll’s (1979) Four Categories of SR
ECONOMIC
LEGAL ETHICAL DISCRETIONARY
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Modified Version of Carroll’s Four Categories of SR
ECONOMIC BRANDAWARENESS
LEGAL ETHICAL ENGAGEMENT DISCRETIONARY
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Motives of Athlete Stakeholders
• Economic• Brand Awareness• Ethical• Engagement • Discretionary
*Legal was not identified
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Economic:Fundraising Tool
“I’ve tried to be in line all the time with the idea of any fundraiser I do will be geared to sport…it’s all stuff kids can do.
So I have tried to maintain my integrity and philosophy even with the fundraisers I do.”
– Individual Donor of Large SFD Organization
“Like our annual rugby tournament, it’s become kind of like a fixture in the rugby season a little here in Ontario, there’s a
weekend in August when there’s no rugby on the weekend and that’s when our tournament is.”
– Founder of Small SFD Organization
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Brand Awareness:Identity & Exposure
“The men’s national team wearing our laces at the World Cup in 2010 was like a huge thing, you know, it brought us a lot of attention and those guys speaking out about [Small SFD Organization] got a lot of
people interested in what we do and potentially getting more involved so that was a good in.”
– Founder of Small SFD Organization
“I think all of the athletes who have been identified to represent them, be ambassadors, I felt we were really committed to that. I still wear my
[Large SFD Organization] t-shirts and sweaters, and I still feel like when they contact me I want to be in that athlete role.”
- Athlete Ambassador of Large SFD Organization
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Ethical:Impact of Sport in Their Lives
“I’ve kind of been there and done that. And yet I have such tremendous admiration for what I know [sport] has done to impact the lives of the
people who are on that board, or who volunteer to go to Uganda and do the work.”
“I think fundamentally what sports meant to me in my life and what I think it does in all those areas, is that you need to be disciplined, be able to work independently, also as part of a team, and it takes a tremendous
balance and work ethic...I just think it’s an amazing tool, and I don’t know that there’s too many other things that do that.”
- NSO Stakeholder of Small SFD Organization
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Engagement: Athletes & Community
“We are reaching out to a lot of [sport] teams and clubs across Canada. Yah, like the sports culture in general has a kind of
community feel so I think that helps us as well.”
– Employee of Small SFD Organization
“The [sport] community here in Canada is very close and very tight. So [NSO Stakeholder], once they were on board, they were extremely supportive but they can’t support us financially, they can support us through resources and access to other people.”
- Founder of Small SFD Organization
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Discretionary:Levels of Involvement
“I think there’s different athletes who are involved, and some get involved in more ways than others, and different ways; some are involved
with fundraising, some are involved with outreach, some are involved with strategic planning or research, so I think they do a nice job
integrating the athletes into the organization.”
– Athlete Ambassador of Large SFD Organization
“And one of the first stories [National Team Athletes] wanted to tell and one of the things you could tell was so sincere, they said it really opened
up their eyes about how important it is as an athlete, as a member of a national team, as someone who is in the public eye like that, to give
back.”- NSO Stakeholder of Small SFD Organization
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Implications & Conclusions
• Athletes contribute to SFD organizations in multiple ways
• Capacity of athletes to lead in international development initiatives – Leadership vs. Supportive Role– Sport status of the athletes
• Small vs. Large SFD Organizations– Levels of commitment – Long-term vs. Short-term
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Questions?
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For further information or questions please email:Abbi Hill or Cheri Bradish