Abbi Hill - Athletes and Sport for Development


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  • Abbi Hill - Athletes and Sport for Development

    1. 1. An Examination of Sport forDevelopment Stakeholder Relationships: A Preliminary Analysis of Carroll’s Four Categories of Social Responsibility By: Abbi Hill MA Candidate Cheri Bradish & Lucie Thibault Brock UniversityMarch 29th, 2013 Hill, 2013 1
    2. 2. 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 OrganizationMarch 29th, 2013 Hill, 2013 2
    3. 3. Introduction• Defining Sport for Development (SFD)• Current athlete involvement with SFD organizations – Johann Olav Koss – Clara Hughes• Small vs. LargeMarch 29th, 2013 Hill, 2013 3
    4. 4. 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)March 29th, 2013 Hill, 2013 4
    5. 5. 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 professionalMarch 29th, 2013 Hill, 2013 5
    6. 6. Major Stakeholder GroupsMarch 29th, 2013 Hill, 2013 6
    7. 7. Athletes as Stakeholders• Individual athletes• Sport teams• Sport communitiesMarch 29th, 2013 Hill, 2013 7
    8. 8. Carroll’s (1979) Four Categories of SRMarch 29th, 2013 Hill, 2013 8
    9. 9. Modified Version of Carroll’s Four Categories of SRMarch 29th, 2013 Hill, 2013 9
    10. 10. Motives of Athlete Stakeholders• Economic• Brand Awareness• Ethical• Engagement• Discretionary*Legal was not identifiedMarch 29th, 2013 Hill, 2013 10
    11. 11. 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 OrganizationMarch 29th, 2013 Hill, 2013 11
    12. 12. 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. Istill 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 OrganizationMarch 29th, 2013 Hill, 2013 12
    13. 13. 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 bedisciplined, 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 OrganizationMarch 29th, 2013 Hill, 2013 13
    14. 14. Engagement: Athletes & Community “We are reaching out to a lot of [sport] teams and clubsacross 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 OrganizationMarch 29th, 2013 Hill, 2013 14
    15. 15. 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 totell 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 anathlete, 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 OrganizationMarch 29th, 2013 Hill, 2013 15
    16. 16. 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-termMarch 29th, 2013 Hill, 2013 16
    17. 17. Questions? For further information or questions please email: Abbi Hill or Cheri Bradish or cbradish@brocku.caMarch 29th, 2013 Hill, 2013 17
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