It was refreshing to hear someone say recently that there needs to be a shift in the attitude of State and National Sporting Associations, and that they need to “realise that they are in the customer service business.”
That without the clubs, elite, semi-professional, amateur or social there is absolutely no need for them. Most of those clubs would argue that they could in fact cope without them anyway.
In almost every sport the players at these clubs are members of that club. The clubs in turn are members of the associations and are representative of their playing members. Although history will show that this has not always been the case in the past century.
It was after World War I just over 100 years ago that Baron Piere de Coubertin wrote in a letter to all members of the International Olympic Committee that “All sports for all people, that is the new goal to which we must devote our energies, a goal that is not in the least impracticable.”
The founder of the modern Olympic Games was making the point that sport should be accessible to everyone, especially the working classes, making it a “habitual pleasure of the youth of the lower middle class.” Yet sadly today many sports are moving away from that ideal pricing youth and others out of sport, as the money is spent on administration and elite programs.
Many egotists have seen an opportunity to push themselves into the limelight and raise their own profiles at the expense of the game, the clubs and the sport.
The constitutions – the laws under which these associations must operate – no matter what the sport have a similar line to this taken from one constitution, that they role is “to promote, provide for, regulate and manage insert sport tournaments and games in the State.”
In other words, to offer a service. To provide a service to all of those playing the sport.
Sport has changed dramatically in the past 20-30 years. For a start it is now seen as a business rather than a recreation. The focus within the various sports has shifted from administering sporting competitions for the masses to trying to produce elite players and competitions. Something that the masses are expected to fund via increased registration fees. They are then expected to pay to watch these elite teams that they are assisting to fund! Talk about double-dipping when it comes to extracting money from your members.
Is it therefore any wonder that many have said the cost of participating in sport is now too expensive?
Some of the blame for this shift has to lie at the feet of the various governments that have been elected, as their funding model for sport has been based on two key aspects. One is the success of the sport at elite level at the Olympic Games and their World Cup or similar events. The second is the participation numbers.
The various sports soon wised up to the latter and have been fudging the figures to such an extent that many across Australia actually have no idea exactly how many people are genuinely registered with each particular sport. Talk to any sport and all will admit that they ‘manipulate the figures’ to enable them to obtain a higher level of funding.
Those handing out the money appear not to really care, and clearly have little knowledge of the truth behind these figures. One sporting body managed to buck a global trend which sees participation numbers decline two years after a World Cup and before the next. Yet no questions were asked. We wondered why the CEO in question was not in global demand to explain how they achieved this, and even asked the individual concerned.
One sport failed to hold an AGM within the required time or produce a financial report within the legally required time, but they still received their funding from the state government, even though such offences can result in a massive fine and/or a prison sentence!
There are supposed to be checks and balances in place to ensure that this does not happen. That is why their is an Executive Board and the relevant department in Giovernment should be checking all is in order before handing over any money.
The constitutions, the rules under which these sports operate are there to protect the clubs and their members, but few remember that, and ensure that these bodies operate within those rules.
Several years ago, we reported how one Sporting Association brought in a highly qualified forensic lawyer to talk to their Executive Board and explain to them exactly what a conflict of interest was.
The meeting lasted the best part of a day, during which time the said lawyer pointed out that every single member of that Board had a conflict of interest. Their advice was that several of these board members resign from those external roles, or resign from the sport in question’s Board immediately. Not surprisingly they all refused.
Like many they believed that they were above the constitution. They had earned the right to be where they were, and hold such positions even if they were conflicted and brought into question the integrity of not only what they did, but also those who served alongside them.
The lawyer in question, frustrated by the response and realizing that they had wasted their time trying to improve the governance of the sport with people who cared more about themselves than the sport, walked away and vowed never to be involved again. A promise that they have so far kept.
In one sport a board member who had three clear conflicts of interest when confronted by this writer explained that they did not see them as an issue as they were there to do what was best for that sport. What they failed to comprehend was how it looked to those on the outside, and compromised the legitimacy of the decisions made and why those outcomes were reached. They also became extrememly coy when asked if their business benefitted in any way from them holding such a position. Yet they still did not step down.
This is where sport has a real problem. If the Board members themselves fail to acknowledge or even see the conflicts of interest then who is going to call them out?
In some sports the clubs who have had the courage to question have ended up being threatened with various repercussions if they pursue their queries. Who can they go to when this occurs?
The Board is supposed to be the body who oversees governance, but when the board is not operating as it should be there is nowhere to turn.
As mentioned, those in Government are also not interested, as they do not want to make extra work for themselves. Even the Sports Minister is ‘too busy’ to meet with concerned parties. An elected member of Government who is supposed to be available to those who elected them. If they do not care, is it any wonder that the whole sporting landscape has been corrupted?
While it is understandable that some matters at Board level need to remain confidential, they need to be recorded. Members of the various associations in most constitutions are entitled to request copies of the minutes from board meetings. Yet those who have tried have found that such requests are frequently blocked.
Why?
Surely, if you are acting in the best interests of the sport, is not being open and honest with your members an essential part of building trust and support for the direction you are looking to take the sport?
One of the biggest cop-outs today is the response that members are not entitled to know the value of sponsorships, due to what they claim is “commercial in confidence.”
Even players within the National teams whose images are frequently used by these sponsors or who are forced to attend sponsor events are not privy to such information. Yet surely they should be paid something to attend or have their image used as a promotional tool?
When Frank Lowy was Chairman of the Football Federation of Australia (FFA) as it was then, his Westfield company was seen to be the naming rights sponsor of the W-League, the Matildas and the now defunct Youth League.
The value of some of these naming rights would have been extremely high and the exposure gained worth millions of dollars. While some have said this was generous of Mr. Lowy to put his own company name alongside these competitions and teams, it was important that these figures be disclosed especially as he was the Chairman of the sport.
This writer repeatedly asked the question, but whenever the question was asked the CEO at the time became mute.
The issue here is what the exposure was worth and whether Westfield were playing close to the market rate. The argument has often been they could not attract sponsors so that was why Mr. Lowy stepped in, but if he paid well below the market rate there is again a question of integrity and conflicts of interest. That is why this information should have been made available.
Sadly, a lack of openness and honesty amongst sporting associations is why much of the goodwill and trust is being eroded amongst players, clubs, and supporters.
Ironically in an age where there are so many communication tools there is a clear communication breakdown. Or a deliberate decision to limit what is communicated.
This ill feeling that exists is only exacerbated when one hears that recently one sporting body tasked one of their legal team to look into two specific issues which had been raised and remained unresolved.
It is alleged that their investigation was constantly obstructed and that key documents were not made available. Why would that be? Despite being stymied, the staff member in question took their job seriously and was keen to complete a report as to what had transpired.
They were surprised when clearly having ruffled a few feathers with the questions they had been asking they were told that their employment was being terminated.
An unfair dismissal case will no doubt be pending, and will be settled out of court, as the sport in question clearly wants to bury whatever went on.
These situations are not good for sport.
Fifty years ago fans may not have liked the decisions that Board members made but they trusted them to do the right thing. Now that the trust has been eroded players, coaches and fans want to know more. They want to know how and why certain decisions were reached, what led to those decisions, and whether the consequences were even discussed?
As we wrote about a while ago a number of nations who participate or participated in the FIH Pro League did not do a full audit of what participation would cost. Their management’s egos getting ahead of that key issue when being told that it was vital they were part of this new global tournament. Now those in charge in some countries lack the fortitude to reverse that decision, and do what is right for the sport as a whole in their country.
Thus proving that this is not a problem with one sport. It is a problem being faced by many sports, but how can those who care reverse the cycle?
In many cases there is only one way. The members, the clubs who represent everyone who plays the game at amateur, semi-professional and professional level must stand together and bring about change. Their voices must be heard, but not only heard, listened to, and their wishes implemented.
Remember without them as members there is no need for the State, National or International Federations, and that these bodies are essentially in the customer-service industry. It is vital for every sport that they are reminded of this fact, and if they wish to survive in the roles that they have that they remember the customer is always right!
