Nathalie Deutsch, Young Sports Maker

Sports play an essential and unique role in our society. Sports bring people together, creating positive dynamics as well as offering opportunities such as physical activities, community building, employment but also entertainment. One of the most amazing factors about sport is that it is universal and is experienced everywhere, thus uniting individuals beyond their differences. You just need to look at the Olympic Charter and one of its fundamental principles: “The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.” But if, on paper, this universal language has the power to bring people together and be a means of expression for society, does it really reflect reality when it is supposed to be a motor of integration and living better together? This is the question we tried to answer at AMOS London during our masterclass: Diversity and Inclusion in the Sport Industry. Jamie Love (CEO Monumental Marketing) hosted the discussion around diversity in sports with four special guests who supported this talk and shared their stories, to express their point of view on the perspectives of their perspectives on diversity and inclusion in sports. Jamie Love: CEO of Monumental Marketing, a digital marketing and PR agency and Lecturer at AMOS London.  Jamie is also an influencer and a public figure for the LGBT community as well as Marketing, PR & Entertainment Director of Pride Edinburgh. Ryan Atkins: Professional football referee and senior manager within the railway industry. He has operated on the EFL Championship and Leagues 1 and 2. In August 2017, he decided to come out, making him the only out gay man in professional football on the pitch. Ryan has used his role to open dialogues within the world of football and to drive change. He can often be seen in the media campaigning for LGBT equality in sport. Jon Holmes: Digital media editor and journalist. As part of the team at Sky Sports Digital, he manages and maintain the SkySports.com website, their apps and other products, and perform a variety of editorial tasks. He is passionate about LGBT+ inclusion in sport. At Sky Sports, he co-ordinates and writes content relating to the media’s support of the Stonewall's award-winning Rainbow Laces campaign. He is also the founder and lead of Sports Media LGBT+ - a network, advocacy and consultancy group that is helping both his industry media and sport in general to become more welcoming and inclusive. He is also a committee member for both InterMediaUK and the Sports Journalists’ Association. Claire Danson: Paraplegic Triathlete - She had an accident just over a year ago when she was competing at a high level as a Triathlete and she is now working her way back as a paraplegic athlete. Jamie Bowie: Scottish track and field athlete who won a silver medal at the 2014 IAAF World Indoor Championships as part of the Great Britain’s 4 × 400m Relay.  

Sport for all: a source of tolerance, social cohesion, and commitment

 The Masterclass revolved around several topics about diversity and inclusion, with a focus mainly on disability and LGBTQ+, feeding with the experiences of the guests. But before going further, it is important to give a definition of the different areas of the subject discussed that day: What is diversity? What is inclusion? If we refer to the Cambridge dictionary, diversity is “when there is variety or things or people are included in something, or in a range of different things or people”. And inclusion stands for “the act of including someone or something as part of a group, list, etc., or a person or thing that is included”. Diversity aims to recognise, understand, and value the individual differences of everybody. As we can see diversity exists everywhere, we are all different. Age, gender, education, social background, race… we have all our inherent differences. There are no two of the same women or men. But even though diversity does exist, the fact is: inclusion is not yet integrated in our society.  

Back to some of the highlights

The first part of the conference was a reflection on how to organise the discussion and a perception of our speakers over the last few years. This involved an inventory on: what is diversity and inclusion in the world of sports today and what are the different changes across the industry? Diversity in sport has been a driver of positive social change for years. Even if customs are changing, and we are seeing more and more success stories on diversity in sport at different levels, there is still a long way to go so before the world of sport becomes more inclusive. Sport mirrors how we behave in society. When looking at the sports coverage, the media is sometimes far from reflecting social and cultural diversity which indicates that there is still no fair representation for all.   “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair. Sport speaks to people in a language they can understand.” – Nelson Mandela  

So, what can be done to achieve more diversity?

Four main points emerged from the discussion:

• Educating from the top to grassroot level
• Using media and platforms to raise profiles, sports, and groups they represent
• Emphasizing on inclusivity and diversity
• Community support

  An educational approach can help to negate many fears that people have when it comes to addressing diversity; “I think if we can educate people who have not thought about the importance of diversity, and get them on board as well, so it does become all inclusive.” Claire Danson. Educating people around diversity and inclusivity, needs to come from the top and also people coming from more popular backgrounds need to use their voices, get out there to champion themselves and it takes a lot of confidence. As Jon Holmes mentioned: “We need to have people with the confidence to talk about their experiences in sport. More and more people understand the impact they can have and be prepared to use that platform and use their voices more not just to raise their own profile but also to raise the profile of their sports.” “if we get more diversity in boards and in governance, where people shape the sport and lead certain decisions, with people who really understand what the challenges are it will help to push the snowball up the hill. If we get to that point, then it will help the ball to roll down the hill.” Jamie Bowie. If we wish to create equal opportunities for all, the next step is not just to move on about diversity it is also about inclusivity and bringing everyone together under one banner. Diversity and inclusion need to work in synergy to achieve this.   There is still a great deal that can be done for sports to be more inclusive, and this is something everyone involved in sports, at all levels, can contribute towards achieving it. This is how this conversation ends, the guest speakers shared with our students some tips and career advice to use in their future careers, to be more diverse and inclusive: “Be the change you want to see”, this is the main idea that stands out. Whatever role you decide to take in sport and if you want to move forward in your career, there is an opportunity for you to change sports, you have the opportunity to make a difference. Regardless of what level you end up in sport, you can still influence the pathway of sport and make it more equal and inclusive. “It is not just about yourself; it is allowing other people to talk about their journeys as well. That is something everyone in the panel was able to do, inspiring others. People need to understand today, they have influence and can use their positions and allow people to trust them, and it will help them to flourish too.” – Jon Holmes “And remember that sport is such a powerful tool to make an inclusive community. I think if we can get sport to be truly inclusive and have that diversity, it will run through in all areas of life and then in the roles you end up in; you actually have an important place in society to bring people together, to educate people, to enable people to feel part of a community. And I think for mental health it is vital. So…Your role to include people is ever so important.” – Claire Danson   You are the next generation of individuals coming into sport and you really do have power to drive change and whatever role or aspect you are moving into. If you keep remembering the power of sport, then you would not want to deprive any individuals no matter their differences.  

Students in the GSBM (Global Sport Business Masters) programme have now joined the various AMOS campuses with the firm ambition to take advantage of the academic and professional opportunities available to them.   It is back-to-school time on the AMOS campuses! In Bordeaux, London, Lyon, and Paris, 4^th year students who have chosen the GSBM Programme are in their chosen campus for the launch of their International Masters’ programme.  

The International vision, a real strength in the AMOS DNA

International training has a central place in the professional career at AMOS. Today with over 37 carefully selected partner universities over 4 continents, the variety and quality of the programmes offered abroad allow the students to project themselves into an international universe which corresponds to their professional project. This international expansion offers a great number of assets for the students to acquire new skills in Sport Management within a multicultural environment in order to succeed in their professional integration abroad.  

Global Sport Business Master, a programme over 3 continents

Students start a programme 100% in English, which studies three essential geographic areas in the sports market: Europe, Asia, and North America. The course is punctuated by: - A seminar in Munich at the ISPO fair, globally known to showcase new innovations and trends in the equipment manufacturing and distribution sectors. - A seminar in China which includes visits to Shanghai and Beijing, and meetings with professionals from the Asian sport business. - A seminar in Chicago which is a full immersion in the Anglo-Saxon sports culture with visits to sports facilities, and conferences on the American economic model.  

A word from the GSBM Ambassadors

 On each campus, an international representative shared his experience on the European, American, and Asian markets. These are exceptional times in the launch of their academic year which also give our students a first moment to reflect on their future ambitions!   Henry Utku AMOS Ambassador – Europe Events and Basketball Operations Manager, EMEA – NBA   “Europe is a constant growing sports market with worldwide recognized sports teams and brands. The accessibility of sport through multiple channels has developed opportunities within sports transforming the direction and size of growth. A key example of the globalization of different sports is the international reach of US sports leagues in Europe hosting games, events, and the promotion of fan engagement. In parallel European sports leagues have taken a similar approach exploring opportunities in the US, Asia, and Middle East. AMOS students are getting the opportunity to develop their knowledge and be a part of the ever-growing globalised sports business.” Huanhuan Zou Belous AMOS Ambassador – Asia Consultant Chinese Market   “The economic growth and globalisation in Asia are developing new opportunities for the sports industry, particularly in China. The development of sports practices is widely encouraged by the authorities to address public health issues, gather around common values while satisfying the demands of a growing urban population. China also aims to become an indispensable actor in major international sports events. A large number of sectors are involved in the sports and leisure industry, as well as in upstream projects, and in regards to their implementation and sustainability. Through this programme, students will be able to comprehend Asian sports industry and policies, as well as gain intercultural management skills.”     Deepak Trivedi AMOS Ambassador – North America & UK Sports Consultant   “The sports industry has grown tremendously in the last decade and this means there are many opportunities for students aspiring for a career in sports. The USA market has consistently been a leader in all aspects of sports business, from sports marketing and stadium development to fan experience. AMOS International is at the forefront of preparing students to be successful by providing opportunities for academic development and professional growth. As the sports industry has become so global, we take pride in developing students with a truly global mind- set and preparing them to become future industry leaders.”

Written by Victoria Chacon, Communications and Events Officer AMOS London

31Covid-19, confinement, déconfinement, virus... La crise sanitaire qui a frappé le monde entier de manière si soudaine et sournoise a profondément déstabilisé le secteur du sport. Si chacun s’accorde à admettre que rien ne sera jamais plus comme avant, ce sont principalement les secteurs du marketing et de la communication qui vont devoir revoir leur copie et adopter de nouvelles stratégies. Les marques, agences, clubs et professionnels du sport, après avoir improvisé des communications de crise en multipliant leurs interactions sur le digital, n’ont plus dorénavant qu’un seul objectif : viser la simplicité et l’authenticité. Des tendances qui seront les tendances de demain. Celles qui parleront aux consommateurs et qui inciteront les marques à être plus responsables, plus solidaires... Reste que cette nouvelle direction ne pourra fonctionner que si les marques sont sincères. Fini l’opportunisme. Les temps ont changé.   L’un des enseignements que nous avons tirés de cette période compliquée, c’est que la contrainte stimule la créativité. Face à cette situation inédite, les marques ont été amenées à revoir leurs façons de communiquer, à enrichir les contenus qu’ils produisaient, à réinventer leurs événements. Celles qui ont su tirer leur épingle du jeu sont les marques qui ont fait preuve de sincérité et de simplicité. Celles qui ont montré de l’empathie et du respect. Des valeurs fondamentales en ces périodes d’inquiétude et de stress. Erreur à ne pas commettre ? Se recroqueviller. Au contraire, il faut aller de l’avant, rester proche de ses cibles, essayer de montrer l’exemple en émettant des messages positifs et en élargissant sa vision à moyen et long terme. « Il est important de ne pas céder à l’opportunisme, car les consommateurs ne sont pas dupes, témoigne Antoine Robin, Associé fondateur chez Come#Together. Et surtout ne pas attendre un retour à la normale pour se remettre en question, récrire sa feuille de route, profiter des nouvelles perspectives qu’on subit pour en tirer les enseignements les plus constructifs. » En d’autres termes, être authentique et garder fidèlement sa ligne de conduite. Une vision partagée par Christophe Quiquandon Fondateur de l’agence Bros. « L’idéal est d’avoir été authentique, transparent et engagé avant la crise. Il est important d’éviter l’écueil de l’opportunisme. Mon conseil serait d’être authentique, engagé, et de faire preuve de créativité pour émerger dans un monde de la communication qui pourrait devenir vite uniforme du fait que tout le monde veuille cocher les mêmes cases. » Pour Christophe Quiquandon, le terrain est dorénavant miné. « Attention aux effets boomerangs. Pour ceux qui feront de grands statements ou s’érigeront en donneurs de leçons, il faudra qu’ils soient en mesure de pouvoir ouvrir leurs arrières-cuisines sereinement. Sinon, les revers de bâton seront sévères. »  

L’exemple d’ASICS

 Le 16 mai 2020, la marque japonaise lançait un challenge solidaire connecté, baptisé #unitedwerun. L’objectif était simple : enchaîner les kilomètres de course à pied pour la Fondation de France et la recherche contre la Covid-19. À chaque kilomètre parcouru le compteur défilait et enregistrait les scores. Objectif : atteindre 1 000 000 kilomètres. Une occasion pour chacun d’associer le plaisir de la course à pied à une action commune de solidarité. Simple, efficace, solidaire et ouvert à tous. À l’image de la marque. « Nous n’avons pas changé de stratégie marketing, explique Arnaud Leroux, directeur Marketing d’ASICS pour l’Europe du Sud. Au contraire, la crise nous a confortés dans les principes que nous avions déjà identifiés. Favoriser la pratique sportive des Français, et notamment celle du running. Agir comme l’expert des catégories sur lesquelles nous sommes présents. Éduquer, accompagner, guider les consommateurs afin qu’ils choisissent le produit le plus adapté à leurs besoins et leurs pratiques. Et être porteur de sens, d’une vision pertinente et inspirante pour chacun. »  Pour Arnaud Leroux, « il ne faut pas être opportuniste, ne pas « profiter » de la crise pour pousser ses propres intérêts, alors que justement l’humanité entière a besoin d’une véritable solidarité ». Il poursuit : « Cette crise est extrêmement profonde, et chamboule énormément de choses. Nous avons besoin d’une perspective positive, motivante, inspirante. Nous avons besoin de valeurs fédératrices, d’une vision motivante. Il est temps de mettre en application les valeurs d’entreprise qui sont souvent placardées dans les bureaux... et véritablement les appliquer, les mettre en application. Si on ne le fait pas maintenant, alors quand ? Je pense que les consommateurs sauront voir, comprendre et suivre les marques dont les actes seront au diapason des discours. Et malheur à celles qui seront perçues comme opportunistes. » Le marketing de demain doit être plus responsable et solidaire. L’éco-responsabilité doit être au centre des préoccupations... Nous devons TOUS être plus responsables et plus solidaires. « Mais ce n’est pas que l’enjeu du marketing, rappelle Arnaud Leroux. « C’est toute l’entreprise qui doit œuvrer pour changer les choses. Et sans tarder. Ce n’est plus une question. Plus un choix. De toute façon, les consommateurs le demandent de plus en plus. Les distributeurs aussi. Ceux qui seront réfractaires resteront sur le bord du chemin. ASICS prône l’esprit sain dans un corps sain. Désormais, il faut aussi rajouter « dans un monde sain ». Nous avons un bon nombre d’engagements d’ici 2025 et 2030, et chaque nouvelle collection intègre de plus en plus de produits avec des % de matériaux recyclés. C’est bien, mais pas encore suffisant -nous devrons perpétuellement accélérer, et ne jamais nous satisfaire des acquis. » A bon entendeur.  

Alain Jouve,  rédacteur en chef Sport Stratégies