CSR for development through sport: Examining its potential and limitations

Third World Quarterly

Volumn 31, Issue 2, 2010, Pages 223-241

  Levermore, Roger ^a  

^a UNIVERSITY OF LIVERPOOL MANAGEMENT SCHOOL   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

DEVELOPMENT STRATEGY; ECONOMIC DEVELOPMENT; MULTINATIONAL ENTERPRISE; SOCIAL DEVELOPMENT; SPORT;

EID: 77951484526     PISSN: 01436597     EISSN: 13602241     Source Type: Journal    
DOI: 10.1080/01436591003711967     Document Type: Article

References (58)

1. Such as Michael Blowfield, 'Corporate social responsibility: reinventing the meaning of development?', International Affairs, 81(3), 2005, pp 515-524.
2. John Sayer, 'Guest editor's introduction: do more good, do less harm-development and the private sector', Development in Practice, 15(3-4), 2005, pp 251-268.
3. Peter Newell & Jedrzej Frynas, 'Beyond CSR? Business, poverty and social justice: an introduction', Third World Quarterly, 28(4), 2007, pp 669-681.
4. Wilfried Luetkenhorst, 'Corporate social responsibility and the development agenda', Intereconomics, 39(3), 2004, pp 157-166.
5. Newell & Frynas, 'Beyond CSR?', p 669.
6. Roger Levermore & Aaron Beacom, Sport and International Development, London: Palgrave Macmillan, 2009.
7. Vodafone, One Strategy-Corporate Social Responsibility Review, Vodafone, June 2008. Vodafone won a CorporateRegister.com Reporting award, 2007. Details of its support for these CSR schemes can be found at http://www.csrwire.com/News/10798.html.
8. Bruce Kidd, 'A new social movement: sport for development and peace', Sport in Society, 11(4), 2008, pp 370-380.
9. Kristine Höglund & Ralph Sundberg 'Reconciliation through sports? The case of South Africa', Third World Quarterly, 29(4), 2008, pp 805-818.
10. Roger Levermore, 'Playing for development: outlining the extent of the use of sport for development', Progress in Development, 8 (2), 2008, pp 183-190.
11. Aaron Smith & Hans Westerbeek, 'Sport as a vehicle for developing corporate social responsibility', Journal of Corporate Citizenship, 25(7), 2007, pp 43-54.
12. Tim Breitbarth & Phil Harris, 'The role of corporate social responsibility in the football business: towards the development of a conceptual model', European Sport Management Quarterly, 8 (2), 2008, pp 179-206.
13. Kidd, 'A new social movement'.
14. For example, see Sports Sans Frontières, Our Vocation, Our Actions, 2005.
15. FIFA World Report on Football Development, Zurich: FIFA, 2005.
16. Gina May & Joe Phelan, Shared Goals: Sport and Business in Partnerships for Development, Paris: SSF, 2005.
17. Dave Prescott & Joe Phelan, Shared Goals Through Sport: Getting a Sustainable Return for Companies and Communities, London: IBLF, 2008.
18. Sport for Development and Peace International Working Group (SDP IWG), Sport for Development and Peace-From Practice to Policy, Toronto: SDP IWG, 2006, p 173.
19. This group was comprised of national governments, the UN and civil society to make recommendations (particularly to national governments) for the integration of sport into international development initiatives. It ran from 2004 to 2008.
20. Stefano Ponte, Kisa Ann Richey & Mike Baab, 'Bono's Product (RED) initiative: corporate social responsibility that solves the problems of "distant others"', Third World Quarterly, 30(2), 2009, pp 301-317.
21. Such as Richard Giulianotti, 'Human rights, globalization and sentimental education: the case of sport', Sport in Society, 7(3), 2004, pp 355-369.
22. Smith & Westerbeek, 'Sport as a vehicle for developing corporate social responsibility', pp 43-54.
23. World Health Organisation (WHO), Health and Development through Physical Activity and Sport, Geneva: WHO, 2003, p 9.
24. Red Dust Role Models, 'About us', at http://www.reddust.org.au/about.html, accessed 25 November 2008.
25. FIFA, '2006 FIFA World Cup broadcast wider, larger and farther than ever before', undated, at http://www.fa.com/about.fa/marketingtv/news/newsid=111247.html, accessed 7 June 2009.
26. Peres Center for Peace, 'FC Barcelona vs Peace Team', at http://www.peres-center.org/SectionProject.asp?cc=0116020401, accessed 7 June 2009.
27. Smith & Westerbeek, 'Sport as a vehicle for developing corporate social responsibility', p 43.
28. May & Phelan, Shared Goals.
29. MYSA is one of the longest running youth sport development programmes. It has operated for over two decades to use sport (meaning organising sports teams and matches with a strict code of behaviour and duties that all participants have to conform to) in the Mathare township in Nairobi and proclaims to help raise HIV/AIDS awareness, develop leadership training (many of the programmes are run by young people in the community), and promote other community service work (such as environmental clean-ups).
30. Streetfootballworld.org, 'About streetfootballworld: the other dimension of the game', at http://www.streetfootballworld.org/about_us/index_html/en.
31. For example, see Paul Dimeo & Joyce Kay, 'Major sports events, image projection and the problems of "semi-periphery": a case study of the 1996 South Asia Cricket World Cup', Third World Quarterly, 25(7), 2004, pp 1263-1276.
32. Scarlett Cornelissen, "'It's Africa's turn!" The narratives and legitimations surrounding the Moroccan and South African bids for the 2006 and 2010 FIFA finals", Third World Quarterly, 25(7), 2004, pp 1293-1309.
33. John Bale & Mike Cronin, Sport and Postcolonialism, London: Frank Cass, 2003.
34. Paul Darby, Africa, Football and FIFA: Politics, Colonialism and Resistance, London: Frank Cass, 2002, p 168.
35. Jennifer Hargreaves, 'Women's sport, development and cultural diversity: the South African experience', Women's Studies International Forum, 20(2), 1997, pp 191-206.
36. SDP IWG, 'The Accra Call for Action on Sport for Development and Peace', Toronto: SPD IWG, December 2007, p 2.
37. Kidd, 'A new social movement', p 370.
38. Jem Bendell, 'In whose name? The accountability of corporate social responsibility', Development in Practice, 15(3-4), 2005, pp 362-374.
39. This message demonstrates that countries that represent the less developed regions of the world can follow virtually the same policies which appear to have worked in high-income countries of the world in order to progress towards conventional understandings of what being developed means. Although there is a lack of consensus among modernisation and neoliberal advocates about what is the best form this takes, an increase in aid, better governance, addressing corruption, stimulating business, trade and investment and bolstering infrastructure are often associated with one-or both-of these viewpoints that dominate development policy.
40. International Platform on Sport and Development, 'Project detail: A Ganar', 2006, at http://www.sportanddev.org/en/projects/americas/a-ganar-vencer-in-brazil.htm, accessed 6 January 2008.
41. Ponte et al, 'Bono's Product (RED) initiative', pp 302-303.
42. The initiative helps children in slum areas of Indian cities to develop 'life skills'. It creates a curriculum that develops skills that will enable them to integrate into mainstream society. Enshrined in the programme is gender equality, the child's right to play sports, and community cohesion through participation in sport.
43. A specific example is the active support that FIFA provides to a development NGO, Spirit of Soccer, in Cambodia. This uses football coaches and matches to make children aware of the dangers of landmines.
44. Prescott & Phelan, Shared Goals Through Sport, pp 20-21.
45. 'Greenwash strategy' is a term given to the di.erence between rhetoric and practice in ethical and development behaviour by those who support CSR initiatives. This builds on fears that the primary interests of federations, clubs, and businesses that support CSR and development focus on their own priorities, thus hijacking more altruistic developmental creeds.
46. Brian Glanville, as cited in Mugabi Turya, 'FIFA-failing international football advancement', Bulb, 10, 2006, p 15.
47. Alan Tomlinson, 'Lord, don't stop the carnival: Trinidad and Tobago at the 2006 FIFA World Cup', Journal of Sport and Social Issues, 31(3), 2007, pp 259-282.
48. Toby Hawkes, 'Scoring an own goal? Ethical issues in the UK professional soccer business', Business Ethics: A European Review, 7(1), 1998, pp 37-47.
49. Oxfam, Offside-Labour Rights and Sportswear Production in Asia, Oxford: Oxfam, 2006.
50. Je. Collin & Ross MacKenzie, 'The World Cup, sport sponsorship, and health', Lancet, 367(9527), 2006, pp 1964-1965.
51. 'CSR news', Business Respect, 111, July 2007.
52. SDP IWG, 'Literature Reviews on Sport for Development and Peace, Toronto: SDP IWG/ University of Toronto, 2007, p 196.
53. Those listed are-General: MYSA and Physically Active Youth (PAY).
54. Health: Kicking AIDS Out!; International: Obesity Prevention in Communities and Agita Sao Paulo: Brazil; Gender: U-Go Girls- SCORE, MYSA, Moving the Goalposts and Ishraq Program; Inclusion: International Paralympic Committee, Variety Village, Cambodian National Volleyball League, and Afghan Amputee Bicyclists; Peace: Right to Play, UNICEF's 'Spirit of Soccer', ASCIANA, Tegla Loroupe Foundation, Playing for Peace, Sarvodaya & Swiss Academy for Development, Football 4 Peace and Open Fun Football Schools.
55. Roger Levermore, 'Sport-in-international development: time to treat it seriously?', Brown Journal of World A.airs, 14(2), 2008, p 63.
56. UNICEF, a signi.cant supporter of these initiatives, identified in 2004 the 'need to assemble proof, to go beyond what is mostly anecdotal evidence to monitor and evaluate the impact of sport-in-development programs', especially given that some schemes operate under a 'trial and error' system without articulating clear development goals.
57. Smith & Westerbeek, 'Sport as a vehicle for developing corporate social responsibility', p 48.
58. Ingrid Beutler, 'Sport serving development and peace: achieving the goals of the United Nations through sport', Sport in Society, 11(4), 2008, p 359.