The SIG Column – 5 October

The introduction of the Marsh Leadership in Sport Award as a category
for the Sport Industry Awards 2008 is a timely reminder. In this week’s SIG
Column, Sport Industry Group chairman Nick Keller explains why the industry
desperately needs its leaders to step forward.

In launching the Marsh Leadership in Sport Award for the Sport Industry
Awards 2008 we hope to kick start a serious debate on the quality of leadership
in sport today.

The majority of those reading this article understand sport’s unique
proposition.  At the first Sport Industry Awards in 2002, Stephen Rubin, in his
acceptance speech for the Lifetime Achievement Award, said: “Sport is the most
important and powerful force in the world today.”

A grand statement. But one with credence. And even more so now than then as
UK society struggles to communicate to a disenfranchised youth. 

There are few industries where the people running it can have such an impact
on people’s lives.  A simple decision made by a governing body, brand, agency or
sponsor has a ripple effect that is not just economic. 

This really does place a huge onus of responsibility on our sporting leaders
and, in light of numerous recent examples, leads us to question whether they
understand how precious a commodity sport is and truly realise that used in the
right way it is a serious and credible force for good.  

At our Sport Industry Interview in February, FIFA president Sepp Blatter was
asked for his views on Zinedine Zidane’s infamous World Cup Final head butt. He
responded: “How can you expect every footballer to behave when society as a
whole doesn’t behave? We can only be as good as the society around us.”  

I personally find such a statement very worrying. Bear in mind this is one of
the most influential people in sport in the world and there seems to be a lack
of realization as to how many children look up to and mimic their sporting
heroes. Is it not a prerequisite that our leaders have the vision and belief
that sport can lead the way and can change society for the better?

Only last week, renowned Australian sports administrator John O’Neill
announced that “We all hate the English”.

This is not an ardent fan on the street but the chief executive of Australian
Rugby setting a brilliant example of xenophobia in the mists of rugby’s
showpiece event, the Rugby World Cup.

Nor could this be put down to a slip of the tongue, a moment of anger or
drunkenness because he repeated the statement again a few days later. He remains
unchastised by the International Rugby Board whose brand statement reads ‘The
World in Union’. 

This is not to say that sport is completely bereft of examples of leadership.

Following a hearing in Paris, motorsport’s governing body the FIA recently
fined McLaren Mercedes £49.2m and stripped away their F1 constructors’ points
for the season after finding evidence that the team had ‘spied’ on rival
Ferrari. The message was clear – cheating is unacceptable. 

And just this week The FA has launched a new grass roots scheme aimed at
clamping down on poor player behavior and harassment of referees. In announcing
the initiative, FA chief executive Brian Barwick commented: “It’s not going to
change the world but I am determined to make an impact – and I’ll do it.”

It is true that most would support the view that the top down approach,
although high profile and high risk, would be far more effective than the bottom
up. However this is a little toe in the pool of strong leadership from the FA –
an organisation for whom wholesale change has never been an easy task.  

Leaders take brave decisions. They understand risk and confront it head on.
They inspire and dared to change the world around them for the better.

For me the back bone of an exceptional leader is someone that understands
their own vulnerability and, by acknowledging this, has a better perception of
what people around you need and what you need from the people around you.

We, as an industry, have the right to question poor leadership in sport and
we are even more correct in rewarding quality leadership when it is shown. 

The issue of leadership in sport is central to everything our industry does
and it is vital that we tackle it head on.

In acknowledgement of this, Sportindustry.biz will be running a series of
articles and polls over the coming months discussing the various aspects of
leadership in sport that need addressing.

We’d be delighted for you to join in the debate by penning your views
to these pieces through our blogging facility. Start now by writing below your
response to this piece!