To date, football has led the way, but it is clear other sports (such as cricket, rugby union and league) are catching up. Sports governing bodies are also using CSR as a strategic tool for building stakeholder engagement and their funding and marketing strategies.
I predict a surge in sponsor-led interest in sports-related CSR programmes as 2012 gets closer. CSR will also figure larger in the strategic thinking of individual players and athletes (and their agents) as they seek to demonstrate personal social, environmental or ethical commitments.
James Thellusson, partner, Glasshouse Partnership.