IFs Warned To Pick Partners Wisely – SportAccord 2018

International Federations cannot afford to link up with commercial partners that conflict with their ethical outlook, delegates heard during a lively SportAccord Summit debate in Bangkok on socially responsible marketing.

Caroline Baxter Tresise, from the Sector for Social and Human Sciences at UNESCO in Paris, warned IFs that failing to apply rigorous due diligence of potential partners and their industries can lead to dire long-term consequences.

“It is important for the smaller Federations to understand that the long-term impact can be devastating,” she said. “You need to evaluate brand sponsorship case by case so it does not conflict with your IF’s ethical statement. Public policy has a huge role to play here, as well as the IOC.”

However, Edelman’s Director of  Public Affairs, Craig Woodhouse, called on sports to take the lead in setting the right example. “People want business to lead change rather than wait for the change to be led by the government,” he said. “It can never be enough to say, ‘we obey the rules’. If you want to take the consumer with you, you have to go further; you have to lead the way.”

This year’s SportAccord conference is due to end today (20th).