The View From Lausanne: The power of purposeful partnerships in sport

In this week’s View from Lausanne piece Michel Cutait, Acting Secretary General for the World Obstacle Federation, takes a look at the need of sports partnerships to have a purpose and why they are so much more powerful when they do.

Partnerships have become a driving force for growth, innovation, and social impact in the constantly evolving sports sector. Currently, purposeful partnerships have emerged as the foundation for success, going beyond financial gains to align values, develop stakeholders, and contribute to society.

However, these partnerships require a cultural shift within organisations to adopt collaboration and shared goals. Leveraging the power of data and strategic collaboration, purposeful alliances are reshaping sports management, paving the way for sustainable success.

Purposeful partnerships in the sports sector transcend traditional transactional relationships. They are built on a shared purpose, common values, and a commitment to achieving collective goals. Organisations need to view their collaborators as strategic allies, working towards a greater cause. This requires open communication, transparency, and a willingness to co-create innovative solutions to confront societal challenges.

In the realm of sports, intentional partnerships between teams and brands are driven by a mutual commitment to enhancing fan experiences, fostering brand loyalty, and promoting social impact. By leveraging comprehensive databases, organisations can identify partners aligned with their vision and values. These partnerships go beyond sponsorships, creating authentic connections that resonate with fans and consumers. Understanding fans’ preferences allows for personalised and impactful experiences, deepening the relationship between the parties.

Collaborations between leagues and federations have the potential to drive transformation and growth in the sports sector. By joining forces, these entities can pool resources, share best practices, and promote innovation. The power of purposeful partnerships is amplified when public and private entities come together to promote positive changes.

These collaborations enable the development of initiatives that ensure the implementation of social programs, interaction with local communities, promotion of social inclusion, as well as job creation and economic development, with the ultimate goal of social responsibility.

Purposeful partnerships between brands, organizations, and athletes with non-profit organizations create significant social impact. They require a commitment to collective success that places social impact at the center of the relationship. It’s important that in these partnerships the parties’ values share a purposeful identity, precisely because this synergy will enable social goals to be achieved.

Some examples of purposeful partnerships that continue to generate important results include:

– NFL Player Engagement and All Pro Dad: This purposeful partnership between the NFL Player Engagement and All Pro Dad focuses on strengthening family relationships among NFL players. Through initiatives promoting involved fatherhood, the partnership supports players on their journey as parents and provides resources for healthy family relationships.

– NBA and Basketball Without Borders: The NBA collaborates with Basketball Without Borders, a foundation with global initiatives, to organize basketball camps worldwide. This partnership has reached 66 camps, impacting over 3,900 campers from 134 countries. It promotes cultural exchange, provides development opportunities for young athletes, and supports social causes in local communities.

– MLS NEXT All-Star Game presented by Allstate: The partnership between MLS and Allstate prioritizes the growth, development, and safety of young soccer players in North America. The MLS NEXT All-Star Game showcases rising stars and creates a positive and exciting environment for the next generation of athletes.

Looking to the future, several trends are shaping the landscape of purposeful partnerships in the sports sector. The integration of technology, artificial intelligence, and data analysis is set to revolutionise the way partnerships are formed and managed. This means that organisations will be able to identify compatible partners more effectively, leveraging advanced analytics and data-driven insights.

Furthermore, the increasing emphasis on social responsibility and sustainability presents an opportunity for purposeful partnerships to promote meaningful changes in society. 

Sports organisations are increasingly focused on reducing their environmental impact, promoting diversity and inclusion, and supporting social causes. Purposeful partnerships that align with these values have the potential to create a powerful platform for change, such as promoting environmentally friendly practices, raising awareness about sustainability issues, and inspiring fans and consumers to take initiatives themselves.

As the sports sector continues to evolve, purposeful partnerships will play a crucial role in its success, forging enduring alliances that drive growth, innovation, and positive social impact. Purposeful partnerships in the sports sector are transformative and offer exciting possibilities for the future. By adapting to emerging trends, like the integration of technology and focus on social responsibility and sustainability, organizations can create purposeful partnerships that make a real difference.

These transformations promote a culture of collaboration, shared purpose, and a commitment to creating a positive impact in the world of sports. Sports organizations, brands, athletes, and entities with social purposes can shape a future of growth, innovation, and social change in the sports sector.”

Michel Cutait is a senior executive, consultant, and professor driving business development, strategic management, and sustainable growth for international organizations. With over two decades dedicated to the real estate, retail, and sports industries, he currently serves as Acting Secretary-General at World Obstacle, the international sports federation governing obstacle sports (OCR, Ninja and Adventure Racing). He holds a Masters in Social Relations (Brazil), Marketing (Australia), and a Masters in Sports Administration and Technology from EPFL (AISTS) in Lausanne, the Olympic capital. He has written 5 books, the last one entitled Management Performance Rio 2016 Olympic Games.