Expand the responsibility of the sport industry from business to social

The sport industry first and foremost focuses on performance and competition with a strong business-oriented mindset. Although this mindset of the industry has been successful in attracting more people to sport, it tends to overlook great opportunities to channel the energy towards societal good. Sport changemakers see the need to expand the industry’s focus to include the creation of social value by breaking down its disproportionate power dynamics. 

As is increasingly the case in other industries, businesses can no longer exist without working towards social value creation to be truly successful. Sport changemakers are working to integrate social and human aspects of sports among clubs, athletes and fans, going beyond the barrier between performance sport and social change. They are using the unique platform and opportunity sport represents to contribute to positive change, expanding the focus of the sport industry from performance and business-oriented values to social contribution.