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BEYOND SPORT EFFECT > (impact) Noun, adjective [ðə bi:ˈjɒnd spɔt i:ˈfekt]: ■ the collective term for the tracked, recorded and celebrated impacts of the activities that Beyond Sport and the Beyond Sport Foundation engages in.
REFERENCE COPY
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For a downloadable copy of this document, please see
www.beyondsport.org
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Section 1: Introduction to the Beyond Sport Effect
Included in this section:
1.1 What is the Beyond Sport Effect? 2-3
1.2 Why is Tracking the Beyond Sport Effect Important? 4
1.3 The Beyond Sport Effect Framework 4-6
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1.1 What is the Beyond Sport Effect?
The Beyond Sport Effect is the direct and indirect impacts that Beyond Sport and the Beyond Sport
Foundation have around the world.
The Direct Effect is used to describe outputs and impacts that Beyond Sport and the Beyond Sport
Foundation have been primarily responsible for – they could not have happened without resources and
direct involvement.
The Indirect Effect is used to describe outputs and impacts that Beyond Sport and the Beyond Sport
Foundation has been instrumental in, but have also required significant collaboration from partners and
other groups.
Year-round impact is delivered through:
Business Support and Funding
Once Award Winners and Shortlisted Projects have been announced and celebrated during a Beyond Sport
Event (see over the page), they are linked with the Beyond Sport Foundation who will work closely with
each organisation to deliver a tailored package of capacity-building business support and funding. This will
come from a range of partners, as well as from the Beyond Sport Team and the panel of experts who advise
Beyond Sport.
Support is made available year-round and is not limited to a one year cycle. Once an organisation has been
Shortlisted for an Award, or has gone on to win an Award, they are entitled to on-going and indefinite
support from Beyond Sport and its network.
Since 2009, over $4million worth of business support and $500,000 of funding has been made available to
Winning and Shortlisted projects.
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Events
The Beyond Sport Summit and Awards is the pinnacle of the Beyond Sport year. It convenes sport for
development practitioners with corporations, foundations, governing bodies, federations, professional
athletes, sport teams and other experts to create a living network of groups and individuals that are either
using, or have the potential to use, sport to overcome challenges faced by communities across the world.
It is here that the annual Beyond Sport Awards take place – celebrating the leading examples of how sport
can be used to address a range of social issues.
Beyond Sport also delivers a range of other events by convening special interest groups. These events may
be run during the main Beyond Sport Summit and Awards or may take place at other points throughout the
year. Previous events have included Beyond London 2012, Beyond Sport United, Beyond Football, Beyond
Rugby, Cricket for Good and the Sport for Development Investors Working Group. Some of these events
will also include an Awards element.
Throughout each event, key themes are identified that require a more intensive focus from the world of
sport for development – for example use of sport to enhance girls’ education, child protection, sport’s role
in urban communities. Beyond Sport convenes groups of experts to create momentum, constructive
debate and ideas that can be progressed throughout the year.
Connecting and Collaborating
As an umbrella for the sport for development movement, Beyond Sport is well placed to make
connections and encourage collaboration – across sectors, across countries, across sports and across social
issues.
Beyond Sport makes at least one personal connection a day and also gives organisations the opportunity to
make their own connections through its interactive forum – Beyond Sport World which currently has nearly
2,000 members.
Consultancy
Delivered through Think Beyond, Beyond Sport works with others to fulfil their business, philanthropic or
strategic objectives through investing in sport for development. This ensures that selected clients have
access to knowledge, insights and advice from across the globe to maximise the positive impact of their
efforts.
Research
A small but important area of activity. Beyond Sport gets involved in research projects where a multi-
sector, multi-stakeholder approach is essential.
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1.2 Why is tracking the Beyond Sport Effect important?
It is essential for any organisation to measure the impact of its inputs – financial investment or otherwise.
Beyond Sport advocates this by including measurement and evaluation as one of the four main criteria on
which entries to the Beyond Sport Awards are judged.
Beyond Sport and the Beyond Sport Foundation must therefore role-model a good monitoring and
evaluation process, and assess the Beyond Sport Effect in a consistent yet flexible way so a wide variety of
impacts can be picked up. The process must allow the understanding of both immediate, direct outputs
and wider, longer term impacts so that insights can be developed into how to grow influence in the short to
medium term and what this means for its strategic plan in the future.
The approach has been developed so that it could be adopted as a starting point by any organisation within
the sport for development community who is looking at developing their evaluation approach. This makes
measurement and evaluation, which is essential for future sustainability and success, clear, simple and
accessible.
1.3 The Beyond Sport Effect framework
Step 1 – Identify:
• Aims (changes trying to achieve)
• Objectives (how to bring about these changes)
• Performance indicators (how to know whether change is being made), broken down into:
• Output indicators - often quantitative (direct products – what has been done?)
• Impact indicators - often qualitative (long term changes – what difference has been
made?)
• Method of data collection for each performance indicator.
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Step 2 – Set a reporting schedule:
• Decide which indicators will be measured and at what frequency
• Not all indicators should be measured every quarter, M&E needs to be practical and useful
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Step 3 – Summarise highlights into standard framework:
Beyond Sport Platform
Promotion, connections and
collaborations
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Section 2: Impact Through Events
Included in this section:
2.1 The Beyond Sport Awards 8-9
2.2 The Beyond Sport Legacy Projects 10-11
2.3 The Beyond Sport Effect 2012 11-13
2.4 The Beyond Sport Effect 2013 – The Story so Far 14
2.5 Theme 1 – Safeguarding Children in Sport 15-17
2.6 Theme 2 – Urban Communities 18
2.7 Theme 3 – Sport and Sustainability 18
Also see APPENDIX 1: Beyond Sport Awards Winner Summary
Also see APPENDIX 2: The Beyond Sport Effect 2009 to 2011 – Summaries
NOTE: “Themes” are those topics that require a more intensive focus from the world of sport for
development. Groups of experts are convened at Beyond Sport Events to create momentum,
constructive debate and ideas that can be progressed throughout the year.
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2.1 The Beyond Sport Awards Direct Effect
350 – 450 entries received per year for the annual Beyond Sport Awards (over 1200 organisations have
applied since inception)
Entries come from over 120 countries and territories and countries across 6 continents
More than 100 sports have been represented
Winners are selected via a two-stage judging process:
o Stage 1 – The Beyond Sport Advisory Panel (25 industry and issue specialists)
o Stage 2 – The Beyond Sport (30 high-profile political figures, sporting heroes and social
entrepreneurs)
There are 9 consistent categories, plus Judges Awards. These cover the entire sporting spectrum of
health, social inclusion, corporate and social responsibility, and philanthropy.
These main Awards are split into two clear sections – Beyond Sport Community Awards and
Corporation, Team and Federation Awards
Other Beyond Sport events also have Awards associated with them
Winners and selected Shortlisted projects receive funding and business support – administered by the
Beyond Sport Foundation
They also receive support from the Beyond Sport Team and the panel of experts who advise Beyond
Sport plus promotion within Beyond Sport’s extensive, and fast growing, network
• All those receiving support are subject to a rigorous due diligence process and the Beyond Sport Effect
is carefully monitored.
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Additional awards are also made each year, with the Winners all receiving on-going support plus other
benefits as applicable.
Award Year Award Most Significant Support
2009
London Legacy Award Funding over three years
Most Courageous Use of Sport Award Funding and business support
Humanitarian in Sport Award Promotion
Beyond Sport Special Recognition Award Promotion
2010
United Airlines Chicago Impact Award Funding over two years
Most Courageous Use of Sport Award Funding and business support
Leadership in Sport Award Business support for Special Olympics
Humanitarian in Sport Award Promotion
2011
Beyond Sport Cape Town Bike Award Bicycles and business support
Innovation Through Sport Award Business support
Leadership in Sport Award Business support
Humanitarian in Sport Award Promotion
2012
Innovation Through Sport Award Business support
Leadership in Sport Award Promotion
P&G UK Impact Award* Funding and business support
Generation Ali Beyond Sport Award Promotion
2013
Barclays Employability Award** Business support
BT Paralympic Momentum Award** Promotion
P&G UK Impact Award** Funding
Sport Relief Innovation Award** Funding
RP Global Sustainability Award** Business support
London 2012 Diversity and Inclusion
Award**
Funding
*Awarded at the Beyond Sport London Reception, June 2012
** Awarded at the Beyond London 2012 event, July 2013
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2.2 The Beyond Sport Legacy Projects Direct Effect
Beyond Sport aims to leave a specific social legacy in each of the cities that hosts its annual Summit and
Awards. This happens through the Beyond Sport Foundation which works with leading local organisations
to provide funding, business support or connections that will benefit the community long after the event
has left town.
2009, London, UK: The Beyond Sport Foundation, in partnership with the Greater London Authority,
contributed to the development of a community riding school in one of the most disadvantaged areas of
London. Removing the need to travel to stables in more rural settings, the Ebony Horse Club is now able to
offer 160 lessons per week, benefitting 1,402 users – a jump from 42 rides a fortnight when the Foundation
first met them.
As a $2.7m development project, one of the most impactful contributions from the Beyond Sport
Foundation was funding for a Project Officer who would lead fundraising efforts in the days when the
facility was just an idea. This, coupled with some seed funding from the Foundation plus advice and
connections from Beyond Sport, gave Ebony Horse Club the foundations it needed to get the idea off the
ground and make it a reality.
Completed just before the London 2012 Olympic Games, the facility continues going from strength to
strength, helping young people in the most difficult circumstances, with a particular focus on improving the
lives of children with autism, ADHD, hyper-activity and challenging behaviour.
2010, Chicago, USA: The Beyond Sport Foundation, in partnership with United Airlines, provided funding
for METROsquash to hire a High School Academic and Squash Director. This new role was created to
ensure that METROsquash could not only run programs that teach squash skills and build strong academic
foundations in low income communities, but can support older students with college preparation.
2011, Cape Town, South Africa: In partnership with Globalbike (2009 Winner of Best Project by a
Professional Sports Team), the Beyond Sport Foundation gave away 20 locally sourced bikes to local sport
for development programs.
Recognising that bikes help projects to travel further, carry more weight and see more people, Globalbike
and the Beyond Sport Foundation worked with local organisations to discuss how bikes could enhance their
offerings to the local community. Bikes were then awarded to those who would have the most impact:
Isiqalo Foundation (12 bikes) – Isiqalo’s Waves for Change program uses surfing to transform
disused township beaches into hubs for education and development. Bikes have been fitted with
surf racks to give program participants access to more challenging surf areas as a reward for
participation in vocational and community development activities. They are also being used for a
recycling / beach clean project.
Oasis Reach for your Dreams (10 bikes) – in order to capacitate and empower youth and children,
bikes are being used as a tool to deliver key messages. For example:
o protection against HIV/AIDS −> wearing a helmet
o discipline and concentration −> on the road this prevents accidents
o teamwork −> cycling as a team
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o overcoming obstacles −> negotiating life-skills themed cycle obstacles
Velokhaya Life Cycling Academy (8 bikes) – Velokhaya’s cycling-based programs target young
people from school-going age to those in their early 20s. The bikes are being used to extend
participation in programs including current members who have been unable to actively participate
previously due to a lack of bikes; current members who have previously had to share bikes with
other members, limiting their interaction; or new members who would like to get involved for the
first time.
2012, London, UK: The Beyond Sport Foundation, in partnership with P&G and The Daily Telegraph, made
funds and consulting support available to three projects recognised for the outstanding way that they use
sport to transform lives across the UK. Streetleague, Everton in the Community and the Football
Foundation received a grant of between $4,000 and $7,500 each, and were also given the opportunity to
work with a team of 4 PwC consultants, giving up to 30 days of time per project.
Funds were primarily used to contribute to personnel costs and significant strategic value came from the
PwC relationships. Streetleague developed a franchise model so that its programs can be rolled out further
across the UK; the Football Foundation created an “in the box” version of its Extra Time program to ensure
its sustainability once central program funding came to an end and Everton revised its approach to
measuring social impact.
2.3 The Beyond Sport Effect 2012 Direct Effect
The following inputs have been applied to 2012 Beyond Sport Awards Winners (awarded at the Beyond
Sport London Reception (June 2012) and the Beyond Sport Summit & Awards, London (July 2012)):
Cash value
$75,000 funding
Business Support
$2m worth of Business Support from PwC, GivenGain and inFocus
Beyond Sport Platform
$25,000 worth of mentoring and support from Beyond Sport Team and Advisory Panel
Extensive promotion, connections and collaborations across the Beyond Sport Network
Funding will be invested in the following ways, outputs and impacts will be reported throughout 2013:
Best New Project – Global Outreach and Love of Soccer (GOALS), Haiti ($10,000)
Girl-specific education and empowerment training; pregnancy prevention and support for young
mothers
Food, water and materials for two un-sponsored girls teams (2 girls' teams)
Logistical support for Coaches Across Continents training in January 2013
Logistics and capacity development (including monitoring and evaluation, staff training and materials).
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Sport for Social Inclusion Award – Girls Kick It, Chicken House Project, Uganda ($10,000)
Cover transport costs of coaches to their newest locations
Procurement of sport bras and shorts for the new teams
Begin laying foundations for a second social enterprise project in Awach town.
UNICEF Sport for Education Award – Policy Center for Roma and Minorities, Sport for Education,
Education for the Future, Romania ($10,000)
Contribution to organisational overheads.
Sport for Conflict Resolution Award – AMANDLA EduFootball, South Africa ($10,000)
Business Administration – by the end of 2013, AMANDLA aims to have reviewed its current
administration practices and built revised strategies for efficient HR, financial management, internal
communications and facility and asset management systems. Some of the funding from the Beyond
Sport Foundation will be used to support this.
Business Development – by the end of 2013, AMANDLA will have developed and implemented a
marketing strategy, including an effective, growth-based fundraising, stakeholder management &
research strategy. Some of the funding from the Beyond Sport Foundation will be used to support this.
Programme Implementation – the funds will help provide 1500 orphans and vulnerable children in
South Africa with access to a safe hub of holistic learning and development on a weekly basis through a
four programme system focusing on health, safety, education and employability.
Sport for Health Award – WASH United , Germany ($10,000)
Office rent – allowing WASH United to continue working from their office space for another year
Office equipment – provision of much needed seating and kitchen equipment within the office space
IT services – set up of a professional IT infrastructure within Wash United for a team of 10+ and
maintenance of the system
Accounting fees – cover the costs of professional book-keeping and accounting.
Sport for the Environment Award – NRDC Sports Greening Project , USA ($10,000)
In September 2012, NRDC released a report on sports greening titled “Game Changer: How the Sports
Industry is Saving the Environment.” This report provides a collection of never-before-assembled case
studies of the sports industry’s most prominent and successful greening initiatives from across North
America.
The grant from the Beyond Sport Foundation will be used to help communicate and distribute the report.
NRDC have been working alongside communications agency Seigen Thaler to…
1. Promote the embrace of environmentalism in pro sports as a whole
2. Demonstrate how widespread sustainability has become in sports – across leagues, teams, venues
and vendors – and the measurable impact these efforts are having on the environment
3. Applaud individual teams for their work and demonstrate the tangibility of their achievements so
as to build momentum within the industry
4. Position NRDC as the leading force behind greening pro sports.
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P&G UK Impact Award (Winner) – Streetleague, Changing Lives Through Football, UK ($7,500)
StreetLeague will use the funding to support the costs of a Head of Quality and Performance post that will
look into impact measurement and quality assurance for StreetLeague. The salary for the post is £40,000
for which funding has already been secured from a grant making trust. The post also has costs associated
with travel, training and accreditation (achievement of quality standards), which the Beyond Sport
Foundation grant will be used to support.
P&G UK Impact Award (Honourable Mention) – Everton in the Community Trust, Tackling Inequality,
Empowering Ability, UK ($3,750)
Facility hire for disability leagues co-ordinated by the disability football development programme.
Ensuring that the disability league is effectively co-ordinated and becomes more productive to its
service users.
P&G UK Impact Award (Honourable Mention) – Football Foundation, Extra Time, UK ($3,750)
At the time that the Award was made, the Extra Time programme was run centrally by the Football
Foundation. Due to changes in structure and purpose for the Football Foundation, a decision was taken to
devolve the programme to its participatory clubs – for them to run independently, with only a small
amount of oversight from the Football Foundation. As such, the Football Foundation is not managing any
funds related to the programme. They were therefore asked to nominate a club that had made exceptional
progress with their Extra Time programme, for the Beyond Sport Foundation grant to be passed onto. They
nominated QPR in the Community.
Over the next 3 years the total cost of the project is approximately $40,000. QPR have managed to secure
over half of this from the City Bridge Trust and the funds from the Beyond Sport Foundation will contribute
to reducing the remaining shortfall.
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2.4 The Beyond Sport Effect 2013 – The Story so Far Direct Effect
The following awards were made at the Beyond London 2012 event in July 2013:
Award Name Awarded to Will receive
Barclays Employability Award School of Hard Knocks Business Support from Barclays.
This will include general
consulting and advice and the
provision of work experience
places for members of the
programme
BT Paralympic Momentum Award Channel 4 Promotion throughout the
Beyond Sport Platform
P&G UK Impact Award Tottenham Hotspur Foundation $15,000 funding
P&G UK Impact Award
(HONOURABLE MENTION)
Access Sports $4,000 funding
Sport Relief Innovation Award Father’s Football $15,000 funding
Sport Relief Innovation Award
(HONOURABLE MENTION)
Fight for Peace $7,500 funding
RP Global Sustainability Award Aramark Business Support from RP Global.
This will be a one week consulting
project
London 2012 Diversity and
Inclusion Award
Muslim Women’s Sports Foundation
$7,500 funding
All winning organisations will be entitled to take part in the Interactive ‘Inclusive & Active 2’ process which
will ensure they are inclusive & accessible for people with a disability. This is worth $5,000 per
organisation.
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2.5 Theme 1 – Safeguarding Children in Sport Indirect Effect
Overview
This theme developed from two different areas of focus addressed in previous Summits – child protection
and girls’ education through sport. A main finding of the girls’ education work was that a major barrier to
using sport to get girls to attend and stay in school were concerns about safety. It therefore made sense to
address this, and child protection, together, to get more stakeholders involved and develop a more
consolidated approach.
The Safeguarding Children in Sport session at the 2012 Beyond Sport Summit brought together an
international, cross-sector group of organisations who are committed to working together to strengthen a
set of standards for safeguarding children in sport and sport for development. This included Save the
Children, NSPCC, UNICEF, UK Sport, Comic Relief and Brunel University.
The session:
Gathered feedback on a draft version of the standards
Discussed how they would be finalised and tested
Explored and planned how they would be implemented.
During the session, attendees also committed to forming a working group which will test the standards and
committed to advocating the standards to partners and associates in the sport and sport for development
sectors, for the adoption of safeguarding standards and good practice.
In addition Sport and Dev agreed to provide a platform to share information about this ongoing piece of
work with the wider sport for development community.
Definition of Safeguarding
Participants adopted the following working definition for safeguarding:
Safeguarding means:
taking all reasonable measures to ensure that the risks of harm to children's welfare are minimised; and
where there are concerns about children and young people's welfare, taking appropriate action to
address those concerns.
Note – coach / guardian welfare also needs to be protected
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Shared Vision
In order to guide the content of the safeguarding standards, participants shared their vision for the work to
be undertaken. It was agreed this should extend beyond risk reduction and mitigation and instead also
embrace the positive opportunities on offer in sport.
All children, in any situation, of all castes, tribes, genders and abilities, has the
opportunity to participate, enjoy and develop through safe, well delivered sport and
physical activity.
Refining the Standards
The draft standards were developed to include:
1. Policy
2. Procedures, Personnel and Systems
3. Minimising risks to children
4. Guidelines on behaviour
5. Equity
6. Communication
7. Education and training
8. Access to advice and support
9. Working with partners
10. Involving children
11. Measurement and evaluation
There was extensive discussion about whether a separate set of standards focused on disabled children
with additional vulnerabilities needed to be added, and whether the standards should apply beyond those
aged up to 18. The group concluded that the standards needed to be reviewed to ensure issues related to
disability had been considered throughout and that the under 18 should be the target, but that would not
preclude organisations from using the standards to support good practice in their work with all participants
of any age.
A revised draft set of working principles and standards is being finalised for sign-off by the working group.
This will form the basis of a year-long action research process.
Identifying Priorities for Support
Following a self-audit exercise, the working group identified the following standards as requiring particular
attention, although across all the standards, organisations highlighted some work was needed to meet the
criteria fully:
1. Policy
4. Guidelines on behavior
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10. Involving children
Implementing the Standards
The working group has identified a number of challenges to implementing the standards. It has also
identified a number of low cost solutions to these barriers:
Challenges Solutions
Donors don’t always support developing
safeguarding
Work with existing donors to change mind-set
Lack of resources:
Time
Finances
Recognising and valuing what’s already in
place, however informal
Support and value incremental change
Sharing and networking amongst
organisations (and not just sporting
organisations)
Dependent on individuals and their own
judgements
Training and exposure
‘culture’ of some organisations Build grassroots ownership
Training and exposure
Scale of the work needed Support and value incremental change
Lack of legal framework in some contexts Research informal local frameworks
Fear of what might be discovered Develop risk awareness (around inaction)
Training and exposure
Honesty
Cultural norms/differences Build grassroots ownership
Training and exposure
Senior level buy-in / Competing priorities /
Finding the time to revise policies and gather the
evidence to inform this process
Identify an organisational champion
Develop risk awareness (around inaction)
Training and exposure
Be clear about added value
Policy and practice needs to apply to all –
partners, donors etc.
Sharing and networking amongst organisations
and partners
The 2013 Beyond Sport Summit
Work on this area of focus will continue at the 2013 Beyond Sport Summit. A half day, morning, session will
be held for partners who are already involved – to further develop the standards. A further half day,
afternoon, session will then be held as an open session for those who want to adopt the standards.
A key outcome of both sessions will be to promote the standards and encourage adoptees.
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2.6 Theme 2 – Urban Communities Indirect Effect
At the 2010 Beyond Sport Summit, held in Chicago, Beyond Sport convened over 40 practitioners from
around the world who use sport to address male youth gun crime and other social issues they face in their
urban communities. These practitioners shared and developed insights into challenges and possible
solutions on a variety of fronts for urban youth sport programmes. See Appendix 3 for a summary of
discussions held.
World Sport Chicago, the organisation responsible for the legacy of the 2016 Olympic Bid, took the
outcomes and worked with the University of Chicago to develop a white paper of recommendations that
were then implemented in pilot projects around the city. The white paper can be requested from
2.7 Theme 3 – Sport and Sustainability Indirect Effect
At the 2012 Beyond Sport Summit, a group of 50 practitioners from around the world, representing sports
venues, NGOs, leagues, federations, organising committees brands and teams, came together for a Sport
and Sustainability roundtable. As a result of that gathering, the Green Sports Alliance and BASIS (the British
Association for Sustainable Sport) launched a strategic partnership. This collaboration will bring together
nearly 150 professional and collegiate sports facilities, from over 18 leagues, with the goal of reducing
environmental impact, improving facility performance, and educating sports fans about sustainability.
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Section 3: Impact Through Funding
Included in this section:
3.1 Key Facts 20
3.2 A Spotlight on Coaches Across Continents, Tanzania 21
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3.1 Key Facts
Most funding is awarded through Awards, linked to Beyond Sport Events, as outlined in Section 2.
All funding is administered through the Beyond Sport Foundation which raises money through a
combination of donations from corporate partners, event fundraising and gifts from individuals.
Since 2009, the Beyond Sport Foundation has contributed over $500,000 to the sport for development
community.
The Beyond Sport Foundation is a UK registered charity independently run by a Board of Trustees.
It and works with The King Badouin Foundation United States (KBFUS - http://www.kbfus.org/our-
services/services-for-nonprofits/american-friends-funds/) to enable fundraising to take place in the
USA.
Beyond Sport Ltd covers a high proportion of the overhead costs for the Beyond Sport Foundation so
that more donations received can go directly to making an impact on-the-ground.
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3.2 A Spotlight on Coaches Across Continents, Tanzania Direct Effect
Background
Beyond Sport has a partnership with Connor Sport Court International. This partnership increases accessibility to high
quality, multi-sports surfaces for the best sport for development projects in the world as CSCi offers Beyond Sport
Winners and Shortlisted projects preferential rates on court surfaces, goals and installation supervision.
To celebrate the partnership, the Beyond Sport Foundation a competition was run to offer one organisation a free
court to support the work they do and maximise their impact on a disadvantaged community. Winner of Best New
Project 2009, Coaches across Continents, won this competition and chose the community of Kigoma, Western
Tanzania as the beneficiary. Kigoma struggles with early school dropout, with especially high dropout rates for young
girls. Kigoma also struggles with AIDS and HIV, poverty, and lack of employment opportunities.
Inputs
Court surface, goals, transport and installation worth $100,000
Project management of the project worth $20,000
Outputs
Project Community Wider
Provided additional value to the
community – not only as a
provider of training but as a
provider of facilities
The court helped to secure a
partnership with One World
Futbol who are now sending
15,000 balls to CaC
communities, benefitting 1,300
schools
600 children using the court
each week
200 adults using the court each
week
Policies have been put in place
to protect “girls only” times to
encourage participation. Many
sessions are now 50/50
Unifies different areas of the
community that would not
usually interact
10 additional communities
invited CaC to train leaders in
their communities having been
drawn to Kigoma by the court
“World Days” such as Women’s
Day, Peace One Day and World
AIDS Day are promoted by
events on the site
Impacts
Project Community Wider
When CaC won its Award in
2009, it was only operating its
pilot programme in Kigoma.
Winning earned CaC extensive
promotion and credibility and
access to a vast network. It is
now working with over 50
partner organisations in 20
countries.
Provides a safe space for CaC to
use football to educate local
children
Parents come to watch their
children playing – strengthening
bonds and a supportive
environment
Local community leaders are
incentivized to be trained in
delivering the CaC curriculum –
providing employment and
ensuring sustainability
CaC curriculum being integrated
into Tanzania school system
Other communities are looking
at options at developing sports
facilities now they have seen
the benefits in Kigoma
See the project in action: http://www.youtube.com/watch?v=JhPK2p6aqO4
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Section 4: Impact Through Business Support
Included in this section:
4.1 Why is Business Support Important? 23
4.2 Key Facts 24
4.3 A Spotlight on PwC 25-26
4.4 A Spotlight on Fight for Peace 27
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4.1 Why is Business Support Important?
NGOs and charities tend to face similar organisational challenges, including a lack of capacity, succession
planning, methods for managing performance and accountability, financial management and technical
infrastructure. For all of these areas, a lot can be learnt and modified from the private sector.
The Beyond Sport Foundation therefore unearths private sector partners that can facilitate a flow of
expertise from business to projects, releasing unlocked potential and helping to ensure long term
sustainability. This business support can be worth many times the cash equivalent of the services received
and gives the private sector another opportunity to have a positive social impact when financial resources
are not necessarily available.
Providing Award Winners and Shortlisted projects with an innovative mix of financial and non-financial
investment gives organisations the support they need to grow, succeed, share and replicate.
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4.2 Key Facts
Since 2009, the Beyond Sport Foundation has facilitated over $4million worth of Business Support.
2009 Partners:
o Accenture (consulting support)
o BBH (communications support)
o Connor Sport Court International (cut price sustainable sports surfaces)
2010 Partners:
o PwC (consulting support)
o Euro RSCG (brand and communications support)
o Wharton Business School (organisational design support)
o Connor Sport Court International (cut price sustainable sports surfaces)
2011 Partners:
o PwC (consulting support)
o GivenGain (online fundraising support)
o inFocus (M&E support)
o Shared Value Media (support with measuring the value of cause-related marketing campaigns)
o Connor Sport Court International (cut price sustainable sports surfaces)
2012 Partners:
o PwC (consulting support)
o GivenGain (online fundraising support)
o inFocus (M&E support)
o Shared Value Media (support with measuring the value of cause-related marketing campaigns)
o Connor Sport Court International (cut price sustainable sports surfaces)
2013 Partners:
o Penceo Sport (website development for www.beyondsport.org only)
o Commonwealth of Canada (consulting support)
o GivenGain (online fundraising support)
o Thomson Reuters Foundation (legal support)
o Beyond Human Stories (leadership support)
o Official Review Consulting (support with measuring and communicating impact)
o Connor Sport Court (cut price sustainable sports surfaces)
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4.3 A Spotlight on PwC Direct Effect
Background
PwC is one of the world’s leading professional services organisations. With over 169,000 staff in 158
countries, the PwC network of firms delivers services under three broad areas:
Advisory – Consulting; Mergers & Acquisitions; Sustainability & Climate Change
Assurance – Financial Accounting, Risk Assurance and Audit
Tax – UK and Global
PwC had a partnership with the Beyond Sport Foundation between 2010 and 2013. It provided primarily
consulting services to Winners and Selected Shortlisted Projects from across the Beyond Sport Network,
with a focus on helping projects grow sustainably and operate as efficiently as possible.
In providing this support, the challenges that need to be addressed generally fell into one of the following
areas:
Planning for the strategic and practical implications of achieving growth targets
Value proposition and strategic alignment
Developing plans for sustainable future funding
Measuring and communicating social impact
Assessing and developing financial structure and overall governance
How to get the best from people – leadership, teams and volunteers.
Between 20 and 30 days of consulting services were awarded to each supported project, delivered by a
team of up to four people. The days were divided between time spent on-site with the projects, and time
based in the office completing follow up actions. The way that the time could be split depending on the
needs of each organisation.
The partnership was coordinated by PwC-UK, with local PwC firms from across the world being engaged
wherever possible so that support was geographically aligned – making the most of strong local insights
and easier logistical processes.
“PwC’s influence on Beyond Sport and the growth of the movement has been
nothing short of inspiring. When speaking to the charities and social enterprises
nominated for the Awards, the excitement is not only about winning, it’s about the
potential of receiving support from PwC. PwC is changing perceptions – brands are
no longer deep pockets, they are catalysts, enablers and partners”.
Tony Blair, 2011 Beyond Sport Summit
26
Inputs
150 PwC employees involved
1,150 man days of consulting including 900 hours of Partner / Director time
11 PwC territories involved
Full time project management from PwC, part time project management from the Beyond Sport Foundation
Outputs
Project Community Wider
45 organisations supported
with at least 20 days of
consulting across 17 countries.
22 mentoring relationships. All
in place for a minimum of 6
months, some still ongoing.
100% of projects agreed or
strongly agreed that PwC had
met the objectives of the
engagement.
60% of employees believed that
their relationships with clients
and colleagues had improved as
a result of the engagement.
3 industry awards won for the
partnership
Partnership referenced in
pitches for new business, with
positive outcomes
7 online learning sessions
developed that address
prevalent challenges across the
sector and share knowledge
and expertise with those not
directly impacted by PwC.
Topics covered: Social impact
Measurement, Fundraising in
Difficult Times, Project
Management, Market
Positioning, Budgeting and
Forecasting, Making the Best
Use of Your People and Digital
Media.
Online learning sessions have
been viewed over 1,500 times
Employees contributed 200
hours of time to supporting
organisations through the
Beyond Sport Summit & Awards
in Cape Town. They ran
interactive panels, workshops
and “drop in” consultancy
sessions.
Change in perception of
relationship between not-for-
profits and brands,
demonstrating how things can
be done differently in pursuit of
ideally matched, symbiotic
partners for long-term
relationships that add business,
not just social, value.
Impacts
Project Community Wider
100% of employees reported
they feel prouder working for
PwC having completed their
involvement.
100% of employees reported
that they would be willing to
continue supporting the
supported organisations in their
own time.
40% of employees reported an
increase their personal
wellbeing.
7 online learning sessions
developed that address
prevalent challenges across the
sector and share knowledge
and expertise with those not
directly impacted by PwC.
Topics covered: Social impact
Measurement, Fundraising in
Difficult Times, Project
Management, Market
Positioning, Budgeting and
Forecasting, Making the Best
Use of Your People and Digital
Media.
Online learning sessions have
been viewed over 1,500 times
Rising credibility of sport for
development as a sector. Key
Beyond Sport Foundation
business support partnerships
are playing a central role in
changing the perception of
sport for development – it is no
longer being seen as "young" or
"disparate“; rather as a bona
fide contribution to the overall
world of social development.
Online learning sessions: http://www.pwc.co.uk/consulting/issues/beyond-sport.jhtml
27
4.4 A Spotlight on Fight for Peace Direct Effect
Background
Fight for Peace uses boxing and martial arts combined with education and personal development to realise
the potential of young people in communities that suffer from crime and violence.
Since Beyond Sport’s launch in 2009, Fight for Peace has been celebrated as a leading example of sport for
development. The organisation’s Founder, Luke Dowdney, is a Beyond Sport Ambassador and Beyond
Sport event content has often been enriched by his attendance, insights and programme information.
When PwC extended their offer of consulting support beyond organisations that had entered, and won,
Beyond Sport Awards, Beyond Sport invited Fight for Peace to take up the opportunity – in recognition of a
longstanding and supportive partnership.
The Project
Fight for Peace (FFP) worked with PwC to develop a roll out approach for a UK programme that would
reflect the already established, and successful, Global Alumni Programme. This programme creates impact
in communities beyond the main FFP Academies in Rio de Janeiro and London by training other community
based organisations in FFP’s methodology – also helping them, to adapt it to be relevant to the young
people that they work with. The programme was launched in 2011, and by 2016, FFP will have trained 140
community based organisations where young people are affected by violence, directly influencing 72,000
participants.
The Outputs
PwC completed an extensive research and mapping exercise to make a recommendation on the 10 UK
cities that FFP should work in when rolling out the Global Alumni Programme.
This was based on a basic requirement from FFP to operate in areas of the highest youth crime and
violence and was refined using a range of 12 indicators.
PwC then also completed a budgeting exercise for the roll out.
This was collated, together with existing FFP plans and documents, and the mapping information, into
one consolidated document for funders and other interested parties.
The Impact
The work completed by PwC, particularly the mapping exercise, has enabled FFP to communicate a very
clear position on where they are targeting, why, what is needed and how much that will cost. This
information is going into every funding proposal that is being made.
The search has started for appropriate partners in the identified communities and training will start in the
first week of February 2014 for 6 to 8 community based organisations.
28
Section 5: Impact Through Connecting and Collaborating
Included in this section:
5.1 Overview 29
5.2 A Spotlight on Isiqalo: Waves for Change 30
5.3 A Spotlight on One World Futbol Project 31
5.4 A Spotlight on Vuyani Youth Event 32
5.5 A Spotlight on Jamie Oliver, the US Leagues and Yankee Stadium 33
29
5.1 Overview
Beyond Sport and the Beyond Sport Foundation promote partnerships at all levels. From Beyond Sport’s
own Global Partnerships with Barclays, TIME, ESPN and UNICEF, to the Business Support Package Partners
that the Beyond Sport Foundation works with to the effective use of partnerships being a key criteria for
the Beyond Sport Awards.
Partnerships are vital:
To enable the dissemination of good ideas and best practice
To improve effectiveness by leveraging different resources and expertise
To develop self regulation by operating in a complementary but competitive environment
Beyond Sport is continually connecting with and encouraging collaboration between NGOs, corporations,
foundations, governing bodies, federations, professional athletes, sport teams and other sport for
development experts in its network. As a result, exciting and inspiring partnerships grow amongst them.
30
5.2 A Spotlight on Isiqalo: Waves for Change Indirect Effect
The Isiqalo Foundation starts offering the “Waves for Change” programme to the local Cape Town township community of Masiphumelele
4 months later
Waves for Change wins the Beyond Sport Cape Town Bike Award 12 bikes for use in the community – used as an incentive for progression
Significant exposure to the sport for development network leading to increased understanding of the key players and how the network operates
Access to best practice and other inspirational leaders
Develop insight into how to position organization in the market
Extensive media coverage, promotion and profile raising
Existing funders and supporters build confidence and increase their support
December 2011
Sport Accord UK Sport PwC
International Surfing
Association
Surfing South Africa
Funding applications Isiqalo seen as a “limelight organisation” – offering benefits over and above
pure social impact
Existing partners demonstrate support from across the network, only achievable with an excellent model and good governance
Isiqalo seen as a strong international player with proven track record
5 out of 6 successful small grant applications
New site opens in Monwabisi beach, Khayelitsha. Holiday camps begin in
partnership with City of Cape Town. Reach extends from 35 in ‘11 to 200 in ‘12. May 2012
Shortlisted for Beyond Sport Best New Project Award
Summit delegates more interested and engaged in Shortlist so conversations are easier to open NB. Proactive process
Cut through crowded Cape Town NGO space
Further media coverage, promotion and profile raising
July 2012
UK Sport: Grant to develop
local capacity
Consultancy on programme design
Intros & exchanges with ICES network
Panellist at Beyond London 2012 Awards: Profile
IRB introduction
Keeps Isiqalo in public eye
InFocus:
M&E consultancy and development of best practice systems
Beneficiary of small grants process
Support with org. structure & development pathway
Leadership training
Finance training
Contract reviews
Ongoing relationship
2013 applications to institutional funders
Locally owned, impactful programme August 2013
Laureus: Increased support
to develop financial governance
31
5.3 A Spotlight on One World Futbol Project Indirect Effect
Background
One World Futbol Project (OWFP) brings the healing power of play to youth worldwide by making, selling
and distributing nearly indestructible balls that survive the harshest environments. Collaborating with
sponsors, organisations and individuals, OWFP delivers balls to disadvantaged communities where play and
sport are used to foster social change.
The Beyond Sport Effect
When OWFP came to the 2012 Beyond Sport Summit and Awards, they were at a key turning point for the
project. They had recently secured a $multi-million partnership with Chevrolet, to donate 1.5 million balls
to communities across the world over 5 years, and the overarching need was to find reliable and capable
'on the ground' partners with whom they could work to distribute the balls.
Conversations and meetings that took place at Beyond Sport were beyond instrumental in helping OWF
take the next step in the development of the organisation and their ability to fulfill commitments under the
Chevrolet sponsorship – which would, in turn, positively impact the lives of millions of children around the
world through supporting the programmes that serve them.
People and organisations that OWFP approached in London, and are now actively working with, include:
Special Olympics (worldwide)
StreetFootballWorld (multiple countries in Africa)
Coaches Across Continents (primarily Africa, soon India)
SCORT (Uganda and Sri Lanka)
A Ganar (multiple countries in the Americas)
Spirit of Soccer (Cambodia, Laos and possibly more)
Asian Football Development
Right to Play (Thailand)
Play It Forward (Aruba)
GOALS Haiti (Haiti)
Ilonka Elmont (Suriname)
Philadelphia Eagles (USA)
New Orleans Saints (USA)
OWFP also met Ken Belsen of the New York Times at the London Summit. Ken wrote an article on OWFP
which was published in the Times on November 9th 2012. This has garnered much attention for OWFP,
with follow-up media interviews already scheduled with Fox Soccer and ESPN.
“Please accept thanks and congratulations – from us at OWFP – and from millions of kids around the world – for what you've helped make possible”. Eric Frothingham, Chief Business Officer, One World Futbol Project
32
5.4 A Spotlight on Vuyani Youth Event Indirect Effect
Background Vuyani – Celebrating Activeness. Vuyani means “Celebration”, the perfect word to describe the power of sport, games and recreation in South Africa. All three of these concepts celebrate a diverse culture and how sport, games and recreation can bring a nation together. Beyond Sport Effect Vuyani was conceptualised at the 2011 Beyond Sport Summit and Awards in Cape Town. A group of influential stakeholders sat around a table during a breakaway session, and within 20 minutes had conceptualised the event. The event focuses on bringing together Corporate, Government and NGO’s, to show what is available to the community in the form of Sport, Games and Recreational activity. There are currently so many NGO, government and corporate led initiatives taking place in the community, which many of the community members are unaware of. This interactive platform will allow the local NGO’s to showcase what they are able to provide, and will allow the youth within that community to try out all the offerings, with the intention that the youth will sign up and continue to engage for the long term with an NGO / activity that particularly interests them. Cape Town with specific attention drawn to the Cape Flats, an area within the metropolis synonymise with gangsterism and drug abuse, is the main focus area. 20 schools have been chosen and children between the ages of 8-14 years will be targeted. This is because this is the age group that are most influenced by their peers and are more likely to form habits and relationships which will be detrimental to their development and behaviour later in life. 3000 children have been invited to participate in the first Vuyani Youth Event – to be held on 2 December 2013. The children will be bussed in from their neighbourhoods to the University of the Western Cape (UWC) campus, where they will be welcomed with goodie bags and influential local celebrities. The children will be divided into groups according to age and neighbourhood and they will be escorted to a variety of offerings including 10 different sport and games as well as recreational activities including art, music and dance. Children will be able to sample each of the activities and learn more about the offerings as well as where they are offered within their community. The day will commence with a message from various celebrities (to possibly include Natalie Becker, Ashwin Willemse and Lucas Radebe) and a mass Zumba class to kick things off. The event will conclude with an important message to reiterate the importance of becoming active and engaged within the community and will give details of how to stay engaged. Key stake holders include:
Robyn Moore – Virgin Active
Lyndon Bouah – Department of Cultural Affairs and Sport
Prof. Marion Kiem – Department of Sport Development UWC
Andre Oosthuisen – Attorney
Barry Clarke – JAG Foundation
33
5.5 A Spotlight on Jamie Oliver, the US Leagues and Yankee Stadium Indirect Effect
Background
The Jamie Oliver Food Foundation promotes “Food Education for a better life”. It aims to change the way
people eat by educating every child about food, empowering families by arming them with the skills and
knowledge to cook again, and inspiring everyone to stand up for their rights to better food; which in turn
will fight the epidemic of diet-related diseases.
A key activity for the Foundation is the Food Revolution Day. This empowers the public to demand more
from governments, schools and food manufactures all over the world. Communities organise food events
around the globe to sanction the mission of better food and education for all.
Saturday May 19 2012 was the first annual Food Revolution Day, a global kick-off that marked a
commitment to food education for a better life. Food Revolution Day took place in communities,
restaurants, schools, businesses and homes across the world, and was open to anyone who cares about
food and wants to take steps toward a healthier life.
Food Revolution Day emphasises participation from workplaces and schools by creating a special
opportunity to ‘kick start’ the movement a day early, on Friday 18th May. Communities of volunteers were
encourages to register, host and attend local food events like dinner parties, cooking classes, gardening
tutorials and tours of farmers markets.
The Beyond Sport Effect
One key area of focus for Food Revolution Day was the United States. The Jamie Oliver Food Foundation
approached Beyond Sport given that through its networks and relationships it had achieved the first ever
declaration signed by Commissioners of all of the US major leagues. It confirmed their commitment to the
use of sport as a tool for social change and acknowledged their leagues’ and teams’ place as a positive force
in their respective communities.
Beyond Sport facilitated the support of the US leagues to back Food Revolution Day. It then connected
Jamie to Yankee Stadium, where he taught local kids around Yankee Stadium to cook – it was broadcast live
to promote healthy living. This was a prime example of how sport, whether it is the activity itself or a
powerful associated brand, can be leveraged to support action against many social issues.
34
Section 6: Impact Through Consultancy
Included in this section:
6.1 Introduction to Beyond Sport Solutions 35
6.2 Working with the International Olympic Committee 36
6.3 Spotlight on IOC Sport for All Grants 37
6.4 Working with Penceo 38
6.5 Working with the International Rugby Board 38
35
6.1 Introduction to Beyond Sport Solutions (Update May 2014, replaced by Think Beyond)
Beyond Sport Solutions offers consulting services across the sport for development sector by leveraging a
unique combination of attributes:
Far reaching experience
Through running the Beyond Sport Awards, and gathering organisations through Beyond Sport World,
Beyond Sport has good knowledge of over 1,000 organisations from 120 countries and territories,
spanning 6 continents and 100 sports. It also has significant knowledge of how successful each project
is and to what extent it applies key elements that Beyond Sport considers to constitute best practice.
In addition to this, in depth due diligence has been conducted on dozens of programmes that use sport
as a tool to tackle social issues including health, unemployment, conflict resolution, gang-related
violence and education.
This exposure, reach and knowledge puts Beyond Sport in a position to recommend organisations and
strategies in line with any number of geographic, beneficiary, sports code or social issue requirements.
Partner network
Beyond Sport has excellent relationships with partners that are NGOs, corporations, foundations,
governing bodies, federations, professional athletes and sport teams. This exposes Beyond Sport to a
significant number of players in the sport for development sector that can actually make things happen,
reducing the risk of developing solutions and proposals that cannot then be implemented. As part of
the engagement with any client, Beyond Sport will make the right connections to catalyse progress.
Evidence of impact
Beyond Sport understands not only how to bring about positive social change, but how to ensure that if
private sector investment is involved, there is a return on that investment. This is in recognition of the
fact that true shared value partnerships, where everyone stands to benefit, are more likely to be long
term than those that have purely altruistic or one sided foundations. Beyond Sport also understands
how to measure this impact – ensuring that benefits and areas for improvement are clear to see.
Clients only need to specify their proposed objectives and Beyond Sport will be able to develop the
appropriate solution, make the required connections and recommend how progress should be
assessed.
36
6.2 Working with the International Olympic Committee
In October 2012, the International Olympic Committee (IOC) appointed Beyond Sport to advise the IOC
Sport for All Commission throughout the build-up to the 15th IOC World Conference on Sport for All, held
in Lima, Peru in April 2013. This followed a successful partnership throughout 2011 where Beyond Sport
assisted the IOC with awarding the first Sport for All Grants, announced at the 14th IOC World Conference
on Sport for All in Beijing, China.
Beyond Sport supported the IOC to:
1. Award Sport for All Grants – Beyond Sport identified a Shortlist for three Sport for All awards,
under the categories of Social Benefits, Safe Spaces and Partnerships. Using this Shortlist, the Sport
for All Commission selected one Winner in each category and made a $25,000 grant available to
that Winner.
2. Develop content for the Conference – Beyond Sport advised on content for the event in Lima –
overseeing site visits to local programmes and developing practical sessions on subjects such as
M&E, Volunteering, Sponsorship / Increasing Resources, and Model and Programming Design.
Beyond Sport also identified key speakers from all over the world and brought them to Lima – not
only adding significant value and insight to the agenda but giving projects from across the Beyond
Sport Network the opportunity to profile and promote themselves.
3. Enhance programme for IOC Athletes Commission meeting in Singapore – Beyond Sport helped to
structure a more interactive and efficient programme design for this event.
37
6.3 A Spotlight on IOC Sport for All Grants Indirect Effect
Background
Beyond Sport identified a Shortlist for three Sport for All awards, to be celebrated at the 15th IOC World
Conference on Sport for All, held in Lima, Peru in April 2013. Categories were Social Benefits, Safe Spaces
and Partnerships. Using this Shortlist, the Sport for All Commission selected one Winner in each category
and made a $25,000 grant available to that Winner.
The Beyond Sport Effect
Winner Social Benefits Award – receiving $25,000 grant:
OSCAR
Host country: India
Sport: Football
Overview: Uses football and a strong focus on education to break the cycle of substance abuse, gambling
and early marriage which particularly affect young people who have dropped out of school.
Winner Sports Facilities Award – receiving $25,000 grant:
Gansbaai Football Foundation South Africa
Host Country: South Africa
Sport: Cricket, Netball, Football, Rugby
Overview: This sports facility sits between three communities – Coloured, Black, and White – in a deprived
rural area. The programming coupled with the smartly placed sports facilities and learning centre has led
to racial integration, conflict resolution amongst youth in the area, and even a school has been built as a
result of the placement and running of this facility.
Winner Partnership Award – receiving $25,000 grant:
Fight For Peace Alumni Programme
Host country: Brazil
Sports: Boxing and Martial Arts
Overview: Starting as a boxing programme to intervene and prevent conflict in the favelas of Brazil, Fight
For Peace’s ‘Alumni Programme’ sees its curriculum being rolled out amongst hundreds of partner
organisations across the world, teaching them how to use boxing and martial arts alongside their other
sports and life-skills programmes. One of the biggest replication sports project in existence.
“Sport for All is at the heart of the Olympic Movement and closely linked to
development through sport. It really touches society at large. The expertise of
Beyond Sport in this area increases the impact of not only our Sport for All grants,
but future initiatives”.
Sam Ramsamy, Chairman, IOC Sport for All Commission
38
6.4 Working with Penceo Indirect Effect
Penceo is a web design, communication and sponsorship agency based in Geneva. Working with many
international clients, with a particular focus on sporting brands and events, Penceo recognised that there is
more to sponsorship than the traditional model of branding and accompanying communications.
Penceo shared with Beyond Sport a desire to speak to their clients or potential clients not only about
sponsorship, but about maximising the value and effectiveness of those sponsorships through making social
investments across the community. Key to making this happen is being able to present examples of
possible social investments – bringing to life what might be possible.
For this, Penceo requested support from Beyond Sport. Each time sponsorship opportunities arise, Penceo
reaches out to Beyond Sport to ask for a Shortlist of projects that meet specific criteria – that could include
geography, social issue addressed, sport code, beneficiary etc. Using its knowledge and network, Beyond
Sport puts this Shortlsit forward so that Penceo can review and request introductions as appropriate.
An example of this in action is that Penceo is working with FIBA on the men’s and women’s Afrobasket
events – to be held in Cote d’Ivoire and Mozambique respectively. For both of these countries Beyond
Sport identified at least three organsiations that could be the beneficiaries of social investment in return for
leveraging local community activation.
6.5 Working with the International Rugby Board Indirect Effect
In February 2013, the International Rugby Board (IRB) devised an initial framework which would allow them
to identify and recognise community programmes through a new ‘Rugby for Good’ brand. At the core of
this, the IRB, as the world governing body of the game, wanted to centralise all CSR efforts in ensuring that
the principles of rugby are the foremost present values being used to drive social change across the world.
The IRB asked Beyond Sport to outline a simple process to further develop the brand and policy and build a
strategy for them to re-launch their CSR policy around ‘Rugby For Good’.
At the outset, Beyond Sport recognised that the core objective of the IRB is to grow and develop the game.
Rugby for social change is a way of initially driving new interest in participation, increasing a community
fan-base, and further investment in the sport.
Beyond Sport proposed a process for the IRB to implement and activate their CSR policy that will both gain
business return and maximise community benefits for the best and most impactful rugby projects.
The process incorporated the following areas and has now been fully integrated across the IRB:
1. Selecting the right programmes and campaigns – criteria and process
2. Supporting the programmes and campaigns – the package
3. What the IRB gets in return – the business benefit
39
Section 7: Impact Through Research
Fuqua/Coach K Center on Leadership & Ethics Indirect Effect
Overview
Title IX has changed the landscape of the sport industry over the past 40 years. Women have not only
become part of the fan base, but also consumers, decision-makers, and major players in the industry as a
whole. In order to share lessons from women leaders in the sports industry, and how they have been able
to, through their positions of power, leverage sports for social impact, Duke University’s Fuqua/Coach K
Center on Leadership & Ethics (COLE) partnered with Beyond Sport in recognition of TITLE IX’s 40th
anniversary on a unique research project as part of COLE’s Women’s Leadership Initiative (WLEAD).
COLE interviewed more than 20 of the global sport industry’s most senior women leaders for this research
project. They then developed a LifeChats Series in Sports (1,000-2,000 word features drawn from 2 one
hour conversations). The goal of the LifeChats was to inspire and galvanize women leaders by sharing
stories of triumphs achieved through overcoming obstacles, doubts, and major challenges.
The conversations were organic in nature, against the backdrop of underlying themes that are relatable and
will inspire confidence in readers. Prior to the first conversation, a few themes/topics were sent to the
interviewee in the hope that they would spark conversation. Additionally, if there were any themes/topics
that the interviewees feel would be useful to highlight, they could be included. The second conversation
allowed for more targeted follow up questions. Once completed and approved by the interviewee, the
1000-2000 word LifeChat was posted to COLE’s LifeChats website, published on the Beyond Sport website,
and distributed at Beyond Sport Events.
Key questions addressed by the series included:
How has the sport industry as a whole benefited from an increasingly diverse landscape of women
leaders?
How has being a woman made them better leaders in the industry?
How do these women lead in an industry that is primarily male dominated?
What are the key lessons these women have learned from their involvement in the sport industry?
The Interviewees
Val Ackerman, Founding President, Women's National Basketball Association (WNBA)
Kathy Behrens, Executive Vice President, Social Responsibility & Player Programs, NBA
Deanna Castellini, Co-Owner, Cincinnati Reds; Founder, UGIVE.ORG
Julie Foudy, Commentator, ESPN; founder Julie Foudy Sports Leadership Academy
Sophie Goldschmidt, Chief Commercial Officer, Rugby Football Union
Patricia G. Hopkins, Vice President of Marketing, SMT (SportsMEDIA Technology)
Lisa Lazarus, Chief Counsel, Fédération Equestre Internationale (FEI)
Elizabeth Lindsey, Co-President of the Consulting Division, Wasserman Media Group
40
Debbie Lye, Director of International Development; Programme Director, International Inspiration, UK
Sport
Angela Ruggiero, four-time Olympic medalist and member of the IOC
Caryl M. Stern, President and Chief Executive Officer, U.S. Fund for UNICEF
Jill Vialet, Chief Executive Officer and Founder, Playworks
Key Takeaways
The sport industry has expanded dramatically over the past few decades as the result of globalisation and
disruptive technologies. It is now beyond team, brands, and media and also includes nonprofit
organisations and government institutions. And it is global. Organisations that draw on the power of sport
and, in the process, also impact sport are now key players in the global sport industry. Beyond Sport,
UNICEF and Playworks are key examples of this.
An area where this occurs is in societal impact organisations. It’s true that sport has the power to affect
tremendous societal change. However, we also live in a more complex and interdependent world in which
the future of the sport industry is also dependent on its sense of societal stewardship and its ability to
exercise it.
As a result of this new landscape, opportunities have surfaced to enable new entrants and new types of
leaders whose backgrounds may not be similar to those who have traditionally led in the industry.
For example, Debbie Lye and Kathy Behrens are both education majors. Elizabeth Lindsey is a journalist by
training and Caryl Stern was an arts major with significant media experience. Just as the sport industry
itself has been disrupted, so have the traditional pathways to leadership positions. These opportunities
come during a time when diversity of perspectives are needed more than ever to create a sense of
collective self in a growing and increasingly fragmented industry.
As different as the leaders featured in the Series are, they all share a deep commitment to the industry and
making a difference. They also share a high sense of resilience and capacity to learn from failure and
setbacks, a high degree of empathy, openness and authenticity that enables them to bring their full selves
to the table, and a wonderful sense of humour.
They, whether they’ve had experiences in team sports or not, understood the power of collaboration and
building trust through openness with vulnerabilities and strengths. They understand that negotiations is
not a zero sum game because those who are your competitors today, may be your partners tomorrow.
There is an understanding of the power of partnerships that draws from how they integrate their work life
with their home life. They have seen that one cannot do it alone. Many are mothers. On a given day, Caryl
Stern may be doing math homework on the phone with her son while on a mission in the Sudan! It’s this
understanding of the multiple roles that they play that lend to valuing and respecting the multiple roles
that those on their team also play and giving their team members the freedom to exercise judgment in how
to best be at their jobs. The impact that these women leaders have made in the industry has been
significant. The industry can continue to grow and fully leverage the opportunities that this new world has
to offer by leveraging the power of diversity in thinking that comes from having women as leaders.
41
Appendix 1: Beyond Sport Awards Winners
Year Award Project name Country Why they won
2009 Best New Project Coaches across Continents Hat-Trick Initiatives
Pan-Africa, South America
An exemplar of on-the-field learning
2009 Best Project for Social Inclusion Project Alcatraz Venezuela Creatively uses simple but ambitious methods to bring violent young men back into society
2009 UNICEF Children's Rights Award Goals for a Better Life Colombia Relentlessly works to engage families and whole communities to deliver hard development outcomes
2009 Sport for Peace Award Open Fun Football Schools Bosnia Herzegovina, FYR Macedonia, Serbia-Montenegro, Croatia, Kosovo, Georgia, Azerbaijan, Armenia, Moldova, Lebanon, Iraq
Has sustained effective and comprehensive multi-stakeholder approaches for over 10 years
2009 Best Project for Health Saving Lives Through Dance India A highly replicable programme that shows how some sports, when well used, can have profound therapeutic value
2009 Best Project for Environment Polar Defence Project UK & Norway An incredible demonstration of powerful campaigning - and extreme bravery
2009 Best Project by a Professional Sports Team Team Globalbike USA A unique twist or order - a team created to trigger social change through sport, as opposed to being a professional sports team first
42
2009 Best Project by a Sport Federation or Governing Body
GOAL India A shining example of how cross-sector partnerships deliver more than the sum of their parts
2009 Best Corporate Social Responsibility in Sport Deloitte Disability Sport Programme: Talented Athlete Scholarship Scheme (TASS)
UK A corporate truly going beyond financial investment, by involving more than 12,000 employees
2009 London Legacy Award Ebony Horse Club UK A bold use of a sport in a community where there is no heritage, link or precedent but a very real need for the benefits delivered
2009 Most Courageous Use of Sport Award Spirit of Soccer Bosnia, Cambodia, Iraq, Kosovo, Laos and Moldova
Providing life saving education in some of the world's most challenging environments
2010 Best New Project Social Inclusion Programme: Knocking Down Barriers Through Sport and Leisure
Zimbabwe Not only are parents involved in the project, they are trained to arrange their own sport and physiotherapy sessions and can take part in income-generating activities
2010 Sport for Social Inclusion Award Fútbol Con Corazón Colombia Places significant focus on children being held accountable for their own socially inclusive behaviour
2010 UNICEF Sport for Education Award The Township Baseball Academy South Africa Excellent dedication to research, measurement and evaluation
2010 Sport for Conflict Resolution Award Kicking for Peace South Africa A pioneering network approach that brings together NGOs, local communities, the local & national government and a university in a pioneering
2010 Sport for Health Award Kick4Life Curriculum Lesotho A standout HIV/AIDS sports project with exceptional reach
2010 Sport for the Environment Award Project Greenhands India An impressive variety of sports used for true community mobilisation that can report a reduction in carbon emissions estimated at 44,300 tons
43
2010 Sport Team of the Year Mifalot Israel Going above and beyond the responsbility of any sports team, addressing a large scope of issues on a global scale
2010 Sport Federation or Governing Body of the Year Galz and Goals Namibia Demonstrating that partnerships and straightforward messaging are key to replicable and sustainable programmes
2010 Corporation of the Year National Grid Official Partner to Special Olympics Great Britain
UK Showing a range of support options - from strategic support to practical help and coaching
2010 United Airlines Chicago Impact Award METROsquash - Path to Higher Education
USA Use of a unique sport to tackle very prominent educational issues
2010 Most Courageous Use of Sport Award Project Play USA A project that refuses to let local gangs win - reclaiming space and making sure kids learn anti-gang behaviour from a very early age
2011 Best New Project Project Air Rwanda Rwanda An amazing constancy of programme - vital in addressing trauma and grief resulting from sexual violence unleashed during the 1994 Rwandan Genocide
2011 Sport for Social Inclusion Award Umthombo Surf Stars South Africa An outstanding and unique method of addressing the multiple challenges faced by street children
2011 UNICEF Sport for Education Award Move 4 New Horizons Nepal An inspiring belief that children can only fully develop their educational potential if they have the necessary self-confidence, inner strength and motivation to overcome obstacles
2011 Sport for Conflict Resolution Award Play 31 Sierra Leone Impressive for the sheer numbers motivated to strive for a common goal of reconciliation
2011 Sport for Health Award Football for Hope Rwanda Teams health education with impressive income generation training and opportunities
2011 Sport for the Environment Award NHL Green USA & Canada Mobilises all of its teams to reduce the league's ecological footprint - a role model for other governing bodies across the globe
44
2011 Sport Team of the Year The Philadelphia Eagles Football Club
USA An excellent demonstration of how a business can do well by doing good
2011 Sport Federation or Governing Body of the Year Flying Boomerangs International Leadership Program
Australia Impacting an in-need population through strong partnerships and the use of a nationally loved sport
2011 Corporate of the Year Dream Goal 2010 Japan An example of how sponsorship and sustainable and lasting community change can sit side by side
2011 Beyond Sport Cape Town Bike Award Waves for Change South Africa Isiqalo showed the most promise and vision about the extent to which the bicycles on offer could revolutionise the work of the Foundation
2011 Innovation through Sport Award Psycho-Physical Rehabilitation and Social Integration of Mine Victims and Families of Mine Victims Through Water Sports
Bosnia & Herzegovina
Takes rehabilitation out of a repetitive, clinical environment into a water based world that builds positive and empowered attitudes
2011 Leadership in Sport Award Mathare Youth Sports Association Kenya A long 25-year history of leading by example around the use of sports in health education
2012 Best New Project Global Outreach and Love of Soccer (GOALS)
Haiti Although a new programme, GOALS is a strong example of how sport can be used in post-disaster situations to provide long-term, self-sustaining support for communities that thought all hope was lost
Sport for Social Inclusion Award Girls Kick It, Chicken House Project Uganda A project using football to help women heal and regain confidence moves beyond sport to generate revenue through an innovative poultry house business
UNICEF Sport for Education Award Sports for Education, Education for the Future
Romania A diverse and constant curriculum that addresses very specific issues – drug use, trafficking, prostitution and domestic violence.
Sport for Conflict Resolution Award AMANDLA KU LUTSHA South Africa A leader in building safe hubs in the very centre of high-density, crime-ridden slums by using a simple but unique approach
Sport for Health Award Wash United Burkina Faso, Ethipia, Ghana,
An impressive example of raising awareness of the little understood global crisis in sanitation
45
Kenya, Lesotho, Mail, Tanzania, Uganda
and hygiene through top line engagement and changing behaviour through on-the-ground delivery
Sport for the Environment Award NRDC Sports Greening Project USA Working across a number of large and influential organisations, NRDC has managed to shift, guide and advise on the way in which US leagues address environmental issues
Sport Team of the Year Memphis Grizzlies USA Impressive mentoring programme that engages over 10,000 youngsters per year, plus the Road to Achieve programme that engages 15,000 children plus the Healthy Home Count intiative that works throughout 30 schools
Sport Federation or Governing Body of the Year Australian Rugby League Commission
Australia Effective use of resources and popularity to have a an influence on those at risk of committing gender based violence – a massive issue in regions where rugby league has a major presence
Corporate of the Year GOAL Various incl India, Jordan, China and Zambia
Leading example of the use of a community scheme to reach out to potential customers in the banks’ emerging markets
Innovation through Sport Award Skateistan Afghanistan, Cambodia
One of the most outstanding programmes in the sector – addressing education, female empowerment and conflict resolution in an exceptionally innovative way, in an exceptionally tough environment
P&G UK Impact Award (WINNER) Changing Lives Through Football UK Providing participants with routes into employment, training or schooling, this project addresses issues that negatively impact communities across the whole of the UK
46
Appendix 2: The Beyond Sport Effect 2009 to 2011 – Summaries
Appendix 2.1 The Beyond Sport Effect 2009 (focusing on Beyond Sport Awards Winners)
2009 Beyond Sport Award Winners – celebrated at the 2009 Beyond Sport Summit & Awards, London
Inputs Outputs (the direct products of the inputs)
Cash value
$175,000
Business Support
Accenture: 2 consultants
spent 6 months supporting
6 projects across 9
countries
BBH: delivered workshops
on how social media and
“the free web” can
contribute to short,
medium and long term
goals.
Beyond Sport Platform
$15,000 worth of
mentoring from Beyond
Sport Team and Advisory
Panel
Leverage
$30,000 from Greater
London Authority for
Beyond Sport London
Legacy Award (Ebony
Horse Club)
Over $30,000
matched funding
from Connor Sport
Court International to
award a free multi-
purpose court to a
2009 Shortlisted
project
Project Outputs
Coaches across
Continents funded new
programmes in Kenya
and Uganda
With Accenture, CaC
developed a new
corporate partnership
strategy that aims to
have all “back office”
operations delivered
entirely by corporate
partners
Open Fun Football
schools funded fact-
finding missions in
Uganda and Kenya
Project Alcatraz funded
a full time rugby coach,
leading to the
disarmament of a local
Community Outputs
Beyond Sport
supported projects
that impact over
800,000 people each
year
Coaches across
Continents enabled
Tanzania’s first multi-
purpose, all-weather
court – to be used by
15,000 people each
year in Kigoma, West
Tanz.
Colombianitos
programme in
Sincelejo has remained
open to serve 500
children from families
displaces by violence
Homicide rates in the
Wider Outputs
Coaches across
Continents used their
enhanced reputation
as a Beyond Sport
Winner to expand
their programme from
1 project in Tanzania
to having projects in
over 13 countries
enhanced reputation
Winning a Beyond
Sport Award has
opened many doors
for Colombianitos
positive opinion from
3rd party stakeholders
(media, government,
other NGOs etc)
With Accenture,
Saving Lives Through
47
Extensive promotion,
connections and
collaborations across the
Beyond Sport Network
gang – taking the
project’s total to 6
Saving Lives Through
Dance rented a
dedicated space in
which they can deliver
their programmes –
increasing their reach
and the number of
dance therapy trainers
that can be trained
Spirit of Soccer sent a
team to the 2010
World Cup to
participate in the
Football for Hope
Festival
areas impacted by
Project Alcatraz have
dropped by 80%
Saving Lives Through
Dance funded outreach
work into rural areas
Beyond Sport engaged
4 Premier League
football players to
enforce the messages
delivered by Spirit of
Soccer in Cambodia
and Iraq the number of
people in the
community who attend
sessions
Ebony Horse Club is
building a community
riding school in the
disadvantaged
community of Brixton,
London
With UNICEF, socially
integrated 125 girls in
the Middle East, giving
them chances for
training, education and
employment
Dance developed a
plan to establish the
programme as a
Centre of Excellence
commitments from
influential
organisations
Beyond Sport
connected Spirit of
Soccer with HRH
Prince Faisel of Jordan
and Generations for
Peace to deliver a
programme in the
Middle East
Increased
understanding of the
sport for development
movement
48
Impacts (positive long term changes)
Project Impacts Community Impacts Wider Impacts
With Accenture,
Colombianitos
developed an income
generating business,
to contribute to
financial sustainability
With Accenture, Open
Fun Football Schools
developed a strategic
plan to make each
regional office self
sufficient
Community cohesion
and opportunities for
economic
development through
the Sport Court
development in
Kigoma
Community
development through
the Ebony Horse Club
development in
Brixton, London
The Polar Defence
Project raised the
profile of the world’s
environmental fragility
through a campaign on
the slopes of Mount
Everest
49
Appendix 2.2 The Beyond Sport Effect 2010 (focusing on Beyond Sport Awards Winners and selected Shortlisted Projects)
2010 Beyond Sport Award Winners + selected Shortlisted Projects – celebrated at the 2010 Beyond Sport Summit & Awards, Chicago
Inputs Outputs (the direct products of the inputs)
Cash value
$140,000 funding
Business Support
$0.5m worth of Business
Support from PwC, Euro
RSCG and Wharton
Business School
Beyond Sport Platform
$25,000 worth of
mentoring and support
from Beyond Sport Team
and Advisory Panel
Extensive promotion,
connections and
collaborations across the
Beyond Sport Network
Leverage
$60,000 from the
International Olympic
Committee (IOC) to
support projects, put
forward by Beyond
Sport, under the Sport
for Good programme
$15,000 from Greater
London Authority for
Beyond Sport London
Legacy Award (Ebony
Horse Club)
$20,000 from United
Airlines for Chicago
Impact Award
Project Outputs
Sport for Socialisation,
Kick4Life, Kicking for
Peace, METROsquash
and Beyond the Ball
covered some of their
personnel costs.
Futbol con Corazon
developed a social
welfare department to
benefit the
psychologists and
social workers who run
the programmes.
Township Baseball
Academy formalised its
foundations by
investing in office
technology,
educational resources
and an equipment
shed.
Community Outputs
Beyond Sport
supported projects
that impact over
350,000 people each
year.
Futbol con Corazon
made values based
workshops to equip
children and their
families with skills to
face social conflict.
Township Baseball
Academy hired two
assistant teachers to
support volunteers on
the educational
programming.
Township Baseball
Academy sent 3 level 1
coaches on first aid
training.
Wider Outputs
All Winners have
reported that winning a
Beyond Sport Award has
had a positive impact on
their brand and
reputation.
Increased understanding
of the sport for
development
movement.
The successful
partnership with the IOC
bought more attention
to investment in sport
for development vs
“sports for sports sake”
or development of sport.
50
PwC began to support
projects across the
Beyond Sport Network.
PwC support has been
delivered through full
consulting support (to
the Beyond Sport
Community Awards
Winners + 6 additional
projects), mentoring
and the sharing of
learning through
online MasterClass
sessions, available
across the Network.
PwC support has
helped organisations
to operate more
efficiently and grow in
a sustainable way.
Euro RSCG provided
significant marketing,
brand and
communications
support to Kicking for
Peace, Beyond the Ball
and Sport for
Socialisation.
Wharton Business
School addressed key
business challenges for
Township Baseball
Academy made a life-
skills development
outing available to
participants.
Project Greenhands
covered 10% of the
costs of their work in
the Pudukottai region
of Tamil Nadu, India –
supporting villagers to
take action against the
intense propagation of
monoculture of
eucalyptus plantation.
The communities
supported by Eco-
Sports Group,
Ethiopia-Sport Builds
Bridges and The
National Hundreds-
City and Thousand-
Village Health Qigong
Demonstration and
Exchange Series
benefitted from
investment by the IOC
Sport for Good
programme.
51
Mifalot, the Namibian
Football Association
and National Grid.
Impacts (positive long term changes)
Project Impacts Community Impacts Wider Impacts
The majority of projects
supported by PwC reported
that consulting support will
result in positive long term
benefits – including clearer
strategy for positioning and
growth; improved
governance; better
processes for measurement
of social impact; improved
performance from staff and
volunteers.
Through PwC support,
Project Greenhands has a
plan in place to plant 114
million trees in 15 years (vs
“a lifetime”). This will
substantially improve the
environment in Tamil
Nadu, India.
Sport for development is
becoming more
understood and
celebrated, which will
assist investment decisions.
52
Appendix 2.3 The Beyond Sport Effect 2011 (focusing on Beyond Sport Awards Winners)
2011 Beyond Sport Award Winners – celebrated at the 2011 Beyond Sport Summit & Awards, Cape Town
Inputs Outputs (the direct products of the inputs)
Cash value
$60,000 funding
Business Support
$2m worth of Business
Support from PwC,
GivenGain and inFocus
Beyond Sport Platform
$25,000 worth of
mentoring and support
from Beyond Sport Team
and Advisory Panel
Extensive promotion,
connections and
collaborations across the
Beyond Sport Network
Leverage
$98,000 donation to
Eagles Youth
Partnership from Stub
Hub
$30,000 worth of
advertising from
FORTUNE magazine
for the Sony
Corporation
20 bicycles given, by
Globalbike, to 3
community
organisations in Cape
Town
Project Outputs
Project Air Rwanda
paid for food for 300+
participants per week,
enabling them to
participate in physical
yoga activities
Football for Hope
replicated its entire
programme in a
different province –
funded for one year by
the Beyond Sport
Foundation
Umthombo Surf Stars,
Move $ New Horizons
and Play 31
contributed to core
costs of their
organisations
NHL is supported a
Water Restoration
Project across the
Community Outputs
Beyond Sport
supported projects
that impact over 7.1m
people each year
Through working with
PwC, Greenhouse will
be able to enroll 250
more people in their
programme resulting
in reduction in crime
costs of £40,559 per
year from lower
juvenile crime
Project Air Rwanda
ran a train-the-trainer
programme for 11
new trainers,
expanding its reach
Isiqalo, Oasis Reach
for your Dreams and
Velokhaya can travel
further, carry more
Wider Outputs
All Winners have
reported that winning a
Beyond Sport Award has
had a positive impact on
their brand and
reputation
Winners have reported
successful funding bids
based solely on
connections made
through Beyond Sport
Profile on Sony and its
sport for development
efforts, in FORTUNE
magazine bought the
sector to a whole new
audience, not usually
engaged
Covering many countries
and many groups
increases the global
understanding of sport
53
Great Lakes region
PwC provided over 700
man days of consulting
to projects in the
Beyond Sport Network,
involving nearly 100
members of staff from
12 countries
PwC support has
helped organisations
to operate more
efficiently and grow in
a sustainable way
GivenGain has
supported 6
organisations with
developing their online
fundraising
InFocus has supported
4 organisations with
developing their
measurement and
evaluation systems
weight and see more
people as a result of
the bicycles awarded
to their Cape Town
communities
Umthombo are
keeping their Safe
Space open, 24 hours
for street children in
need of assistance
Football for Hope set
up 10 new social
enterprise initiatives,
teaching women in
Gisagara in Southern
Province to be self
sustainable
for development
54
Impacts (positive long term changes)
Project Impacts Community Impacts Wider Impacts
The majority of projects
supported by PwC reported
that consulting support will
result in positive long term
benefits – including clearer
strategy for positioning and
growth; improved
governance; better
processes for measurement
of social impact; improved
performance from staff and
volunteers
Project Air is sustaining
its programming by
training additional
therapists in a highly
specialised area
Eagle Youth
Partnership has
extended its support of
local communities
through new
programmes and new
areas
Sport for development
is becoming more
understood and
celebrated, which will
assist investment
decisions.
55
Appendix 3: Sports Role in Urban Communities
A summary of insights from over 40 practitioners, as discussed at the 2010 Beyond Sport Summit in the Urban Communities Symposium.
How sport can be used to most effectively impact young people living in a high risk environment
1. Sports can be a tool for improvement but:
Must be explicitly tied to a path forward and participants must feel there is a future to work towards.
It must be combined with a structured pro social curriculum or framework that embeds and reinforces values that sport implicitly teaches.
2. Pro social curriculum/framework/lessons must:
Demonstrate key values.
Demonstrate discipline as a key part of program.
Demonstrate consequences and accountability for youth.
Teach and treat young people not as victims.
Teach respect for each other, themselves and the sport.
Have strong figures that serve as role models.
3. Sport must be part of a broader community effort that:
Establishes a positive peer network to provide a sense of belonging and respect within the community.
Engages the community in the program, its focus and its priorities.
4. The elite sports model must be enhanced so that while programmes can maintain a focus on winning and achieving high performance in sport they should also look
for ways to support introductory or developmental athletes with sub-elite or elite athletes serving as coaches or mentors.
5. Programmes in urban communities should integrate at-risk youth with ‘normal’ society by:
Providing opportunities for youth to engage with individuals in functional institutions, for example through a mentoring program, an internship program, or jobs
programs.
56
Providing youth responsibility during engagement with these institutions.
Further observations and recommendations
Structural Changes
Definition: Youth sport programs exist within the context of various organizations. These organizations include, for example, private and government funders at
federal, state and local levels; sport federations; local sport clubs, community groups and schools. These organizations even include the gangs in the neighborhood.
The roles, perceptions, and interaction of these organizations provide the structure of the environment in which youth sports operate. This structure must be
understood by all.
Recommendations:
o Address the perception of policy makers and funders that sport programs are not on par with the importance and value of other services such as education,
juvenile mentoring or job training. To do this, practitioners must:
Create and share research that focuses on the value of sport as more than a casual afterschool activity.
Highlight the point that sport, as a tool for assisting self-regulation in youth, is supportive of many other youth and community goals.
o Establish consistent and flexible funding streams.
o Create and enhance the integration across organizations in a community. Sport organizations within a community need to work more closely together for a
variety of reasons:
To share insights about kids and families.
To help kids young people who are cut from one team find another sport.
To help use resources efficiently across the neighborhood.
Achieving this integration requires organizations to meet with one another, understand their missions and discussion and establish means of
communications and sharing resources where feasible.
Process or Systemic Changes
Definition: within sports organizations there are a variety of process or systems that support and enable the execution of the sport programs.
Recommendations:
o Recruit young people into programs
There is a need to think more explicitly about how to recruit young people and how to use recruitment to ameliorate the gang and crime challenges.
A variety of issues should be considered when reaching out. Recruitment needs to address:
57
o When and where engagement should take place. Engagement at a young age (pre age 10) is preferable.
o Who to engage. There are three primary groups and a strategy should be developed for each 1. at risk youth 2. gang leaders 3. brothers and
sisters of gang members.
o How to engage. The enticement for recruitment, regardless of age and the group from which they come appears to be the same:
– Providing a safe and structured environment.
– Providing a set of values and expectations of behavior to which kids are held accountable.
– Providing youth rewards for demonstrated commitment to the program and its values.
o Reward young people in the program. Rewards can be tangible and intangible:
Intangible rewards can be the respect participants receive by being listened to and/or participating in defining the program. It can be the mentoring
and guidance they receive and the positive reinforcement of setting and achieving goals.
Tangible rewards can come from providing them a path forward. The path forward can be:
o Trips outside neighborhood for clinics or competition.
o An opportunity to progress to higher levels of sport performance.
o Tutoring/mentoring support for education.
o Job training based on performance and achieving goals.
Tangible rewards can also be items such as t-shirts that help provide a sense of identification to positive values and achievement.
o Establish an explicit value/character curriculum that is embedded in the program. All individuals, from coaches to volunteers, to parents and administrators
need to understand the mission and the key values and how they are conveyed. The values should include specific standards and expectation of behavior
and treatment of all individuals in the program.
o Establish coach recruitment that includes a focus on determining the value set of the coach and its alignment to the organization’s mission. Additionally the
mix of skills that organizations need to have includes a blend of sport expertise and social service or counseling expertise. Organizations can obtain this mix
in a variety of ways:
Through hiring or training an individual to have depth in both skills.
By partnering with another organization with complimentary depth in an area and developing an engagement curriculum that blend both.
Also, look to recruit from within the neighborhood so people have an understanding of the neighborhood context.
58
o Establish processes to share and publicize success stories. Too often only the negative messages are delivered to youth and/or the neighborhood.
Organizations must look to communicate the positive stories that are both antidotal or empirical to help maintain the moral of staff and coaches as well
as the kids and the community.
o Create and maintain safe spaces. In executing this process organizations need to be cognizant of:
Defining the ownership and maintenance plan for the space.
Engaging the neighborhood in defining the use of the space and building and maintaining the space.
Defining the programming plan for the space and share with the community to develop ownership.
Identifying the public private partnerships within a community that can be used to obtain the funding and support for safe spaces.
People Changes
Definition: People are the providers of sport training as well as being the individuals that set the rules of engagement and provide the interaction within the youth
sport structure. One key groups that is particularly important in supporting the good work started by coaches are parents.
Recommendations:
o Increasing parental engagement is vital. Ideas to achieve this include:
Offer free food at meetings to attract parents
Provide field trips on which parents can participate
Provide an awards night
Communicate positive messages to parents about their children
Put on exhibitions for parents
Create media through the web that highlights participant’s successes
Create social groups for parents that are both support groups and social groups
Visit the schools on parent/teacher conference night or when report cards are handed out to talk to parents about programs
Encourage participants to push their parents to attend
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