In a feature article in the latest issue of SportBusiness International, Glasshouse’s James Thellusson argues that athletes will soon need “Personal Responsibility Plans” for how they engage with the public.
Because athletes often receive Government funding of some kind, the article poses the question of whether these sports stars implicitly have a social contract which they must satisfy.
The article also reports the results of a survey which Glasshouse conducted along with the pollster, Sports Marketing Surveys. Half (50%) of those polled agreed that sports stars should sign a social contract if they become successful. This social payback could take the form of doing some charity work or endorsing an important public message, for instance.
A Personality Responsibility Plan, the article argues, also bolsters an athlete’s license to operate, in terms of exploiting commercial branding opportunities, driving viewership in the leagues in which they play, and even promoting where they come from (e.g. during the Olympics).
To read James’ article in full, you can download a pdf of the article at the hyperlink above this blog entry.