Sports organisations are often perceived as contributing to increased community health, but do they really?
A study that surveyed representatives of 536 sports organisations, from 36 countries in Europe suggests not. Over 75% of the organisations were highly committed to elite sports, and only 28% to the promotion of healthy physical activity.
In other words, they focus their energy on people who are already fit, or on a pathway to elite performance. This ignores those who most need to increase their physical activity levels to gain the metabolic, psychological and social well-being benefits of sports club participation.
The evidence shows that people of all ages who take up club sport experience health benefits. Society also benefits from the improved integration of minorities and people with disabilities when they are included. In a time of shrinking economies, and rising inflation, should tax revenues be invested into stadiums, activities and mega-events for the benefit of a few?
Leaving people behind and money on the table
Community sport programs are considered one of the best investments for population health and the prevention of non-communicable disease, according to the Global Advocacy for Physical Activity and the Advocacy Council of the International Society for Physical Activity and Health.
However, this study points to missed opportunities for the business of sport, as well as the wider community in Europe. Elite men’s sport may be seen as more valuable, but as the rapid rise of women’s sport suggests, outdated perceptions leave money on the table.
“The good news is that community sport-based interventions and modified sport formats already exist that are perfect for promoting physical activity, and even for reducing disease,” said SportHealthTech CEO Bastien Wallace.
These include walking formats for football (soccer), basketball and netball, cardio-tennis, interventions using Rugby Union, AFL and Rugby League, Dragons Abreast and Silver Salties (a Surf Lifesaving program for elders).
“We want to make it easier for sports organisations to run more of these programs in the community, and we want to make the return on investment clear for them, governments and health leaders,” said Bastien.
To learn more about SportHealthTech and what we do, check out our website.
