FTSIS 08: Sport can do more for society- 4 Nov 2008 00:00:00
Christophe Jouan, managing director of the research company Future Foundation, told the The FT Sport Industry Summit 2008 in association with the Honda Racing F1 Team's earthdreams programme that sport has not fulfilled its potential as an outlet for driving social change.
“If you look at the industry over the past 10 to 20 years, it has not changed very much. There’s been a huge increase in gym membership and extreme sport, but apart from health and convenience, it does not tick very many boxes. So has it fulfilled its potential? Probably not.”
Jouan advised the industry that of all the aspects of social awareness, the one that has continued to be of interest despite the economic downturn is the environment. “In terms of where companies should invest, environmental issues and green issues are incredibly important,” he said.
Honda has followed this path with its earthdreams programme. David Butler, marketing director of the Honda Racing F1 Team, told the Summit that the project is entering its third phase, in which it is developing technology to make a more environmentally-friendly racing car. Using earthdreams as an example, Butler advised the industry that getting involved in social projects and appropriating social responsibility is essential for a good business.
Johann Koss, president and CEO for Right to Play, and Mel Young, co-founder of the Homeless World Cup, both agreed that participating in social change projects such as theirs could help to improve businesses.
“What’s important is what everybody can get out of this,” Young said, referring to both the businesses that support social-change initiatives and those who are involved. “It’s about creating a win-win situation.”
Butler agreed: “These initiatives provide opportunities – access, opportunities to leverage – these are macro- mirco-businesses, but they’re also supporting networks of people. Doing good business is good business – and that’s what it should be.
It’s an investment.”
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