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Notes from the Field
The social business of sport: an economical strategy for the bottom of the pyramid.
The deep nature of sport is Education and social links, not scores or physical tests. Modern companies invest in pro sports TO BE SEEN by thousands or millions of people. Athletic performance is the key of pro sport today; however the decrease of mass consumption, in the upcoming years and decades, will be closely related with the decrease of mass communication. Sport performance will be less useful. We must be inventive to find a new paradigm. … “To be seen” is the current main paradigm in sport, “to influence” should be the next one. I imagine breaking into an “Experimental sport” era….. For a basic company, it’s really important to develop its network, diversify human resources, find new talents, new data, and communicate on a social action to promote its own image. Sport is a universal language and I believe in the communication of sport from IDEAS, VALUES, PROJECTS, instead of performances. Traditional sport groups in South America, Africa or Asia…. could also provide to the world the most hidden skills in any areas on Earth……and, above all, sport is an experimentation ground. A social business of sport is a team or only a talented and serious athlete who becomes a link between human communities, and even outside national borders…..because exchange creates wealth. A sports team is not just a service, used by big companies as an advertising tool. Pro sport must be a link between skills everywhere in the world and be used by social groups. Companies and individuals have no needs to fill in, they have talents to express … The social business of sport is a status which will develop Traditional sports and vernacular games, as part of Intangible Heritage. Internationally, we must consider South-South and Local-Local cooperation to obtain an economic impact. I think a sports manager must be able to bring the most important value for teams and athletes: a socio-economic role. It’s really an economy of sport for the “bottom of the pyramid”.
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