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Game Changer methodology for reform of sports governing bodies


Introducing their new Game Changer methodology for reform of sports governing bodies, Burson-Marsteller, the global strategic communications and public relations firm, and its newly acquired international sports consulting firm TSE Consulting, have published a white paper titled “Implementing Good Governance Principles in Sports Organisations.” The white paper also outlines how such reform can turn the current reputation crisis across the industry into an opportunity for future growth.

A qualitative survey conducted by Burson-Marsteller and TSE Consulting among a selection of blue-chip sponsors and sports host cities reveals the depth of the current crisis in the industry. Ninety-two (92) percent of city decision-makers say that governance issues are a major concern when deciding to bid for a sport event. Sixty (60) percent of sponsors polled say that the current situation is affecting whether they will partner with a sports federation.
Addressing the SportAccord Summit in Lausanne, Sir Martin Sorrell, CEO of WPP, which owns Burson-Marsteller and TSE Consulting, said“Sport has the ability to heal divisions, transcend differences and inspire generations. It is about belief, commitment and purpose, values that sports organisations should be building their brands around and promoting in society.” Sorrell, who wrote the forward to the white paper, added, “From the challenges facing sports governing bodies spring tremendous opportunities to rebuild, enhance reputations and adapt for the future.”

This story first appeared in the blog, The Sport Intern. The editor is Karl-Heinz Huba of Lorsch, Germany. He can be reached at ISMG@aol.com. The article is reprinted here with permission of Huba.



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