Rugby union and football rank as the two most popular team sports in the county. They’re both leaders when it comes to their community investment too. Premier Rugby launched its second community report with a photocall at Westminster with Sports Minister Richard Caborn, a big supporter of grass roots sports. On the other side of the world, some of europe’s biggest clubs like Man Utd, Arsenal, Bayern, Inter Milan and Paris St Germain launched a new youth tournament - the Champions Youth Cup - with a commitment to support the Malaysian FA and government’s efforts to build football at a local, community level. Whilst sports clubs and associations themselves have come to recognize that they have a clear and distinct opportunity to build their brands as well as demonstrate their ‘citizenship’ through community investments, many private and public sector organisations haven’t yet worked out that sport can (and perhaps should) be a more frequently used platform for engaging with employees and society.