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A lot has been recently about connecting elite sporting groups with the grassroots community and there has definitely been an acknowledgement for the need to make connections.
However, perhaps the answer does not just lie in just being successful, or having a local player, or a tacky nickname.
The answer could be that to connect to community, sports clubs have to act with a social conscience that goes beyond sport.
Here are some good examples.
Barcelona FC had a deal with UNICEF to wear the UNICEF logo on the front of their shirt and donate €1.5m per year between 2006 and 2011. They continue to wear the UNICEF logo alongside their new sponsor – the Qatar foundation.
They are not the only team to have done this deal with UNICEF. Other examples include football club Brondby IF from Denmark, and the Canadian tent pegging team (don’t worry, I had to Google it too).
The significant thing about the deal with the Catalan club is not the euros being donated, or the potential sponsorship lost, it is that it moves the club from being a globally renowned sports team to a globally responsible citizen. It also fits in with Barcelona being a club founded by internationals and run by members.
The Kangaroos (of the Victorian variety) have a fantastic program called “the Huddle”, which basically helps in education and social cohesion through various programs. They include some hosted at the club, such as education and tutoring for migrants over 15 years old, and some out of the club, like primary school visits.
The areas targeted include North Melbourne (obviously), Ballarat, and Wyndham City (where North are targeting members, especially a big push into Ballarat).
It is similar to Barcelona in that it suits the club’s culture. In North’s case it is the renowned ‘Shinboner Spirit’ of siding with the underdog. The Roos are also one of the rare clubs that do not have any money from pokies.
The Melbourne Rebels have also done a stellar job through their 5 Star engagement program. The basics of the program are that each playing member is given a charity, school and club to look after, from within the rugby community. It literally has injected the Rebels into areas of key stakeholders.
As an example, this year I was coaching St Patrick’s Ballarat under 13 rugby team, against Scotch College, in Melbourne. James O’Connor was the opposition waterboy. The Wallaby James O’Connor.
My initial thought was “Geez, if JOC is only the waterboy, how good are their backs going to be?” They were pretty good, and well hydrated, but my point is he was out helping.
Basically, you can’t just dump a flower on top of the lawn and call it a garden. You need to put the roots in with the grassroots, not expect the grassroots to come and meet them.
In helping the community, there are benefits involved for everyone. Obviously, community groups and organisations get much needed help. Not just financial, either. Expertise, media, and facilities all become more available through partnerships.
The clubs also get more than a good feeling in the chairman’s belly. They start to represent something other than member numbers and turnover.
The cynic in me points out they are just trying to get more exposure and increase brand loyalty through being a feel-good club, and hence increase revenue. Also, it gets the government on side as any grants or cash injections can be seen to benefit a broader community.
All this is true. But as long as people other than advertisers benefit, the more the merrier, I say!
Join The Roar rugby editor Christy Doran, former Wallaby Matt Toomua and a cast of regular and special guests as they look at the biggest issues in the game on The Roar Rugby Podcast. If you’re looking for great odds on the next game check out Aussie bookmaker PlayUp. Chances are you’re about to lose. Set a deposit limit.