INTERVIEW
The foundation helps partner organisations deliver a wide range of sport initiatives which aim to create social change in their own localities
UK Prime Minister Tony Blair, archbishop Desmond Tutu, Olympic Champion Michael Johnson and US senator Bill Bradley are all onboard. “The interesting thing about the likes
of Desmond Tutu, Tony Blair and senator Bradley is that they’re non sports people who have been dealing with issues of society for generations,” Keller says. “They’re willing to put their name to
something, which in the past might have been thought of as frivolous, but they take it incredibly seriously. Tony (Blair) is currently our chair and archbishop Tutu, who has no political gain around this, is passionate about the power of sport and how it can be a phenomenal catalyst for peace and inclusion.”
IN SEARCH OF LEGACY In the year since London 2012, the question of legacy has commanded a considerable number of column inches and has dominated sport-related discussions in the corridors of power at Westminster and beyond. When the question of legacy is put to Keller, he says it can be defined in three ways. “Firstly, there is the business legacy.
The commercial plans for the Olympic Park post-Games and also the business which was concluded during the Games.
There’s a stat which suggests that around £14bn worth of deals were made during the Olympics last year – a truly phenomenal amount,” he says. “The second aspect is the sporting
legacy and the effect that the creation of role models will have on participation figures. Thirdly, there are the efforts that will be made to use sport as a vehicle for social development – how sport is used in its many guises to drive people back into education, improve the health of the nation and help alleviate problems around antisocial behaviour and inclusion.” But is the legacy being delivered? “To
decide whether the Olympics have been a real success you can only really look at it 10 years on,” Keller says. “Also, for me, you have to take all three core points of the legacy together – I don’t think you can separate them off. I don’t think you can have success in one without delivering the other two. Also, if I’m honest, I don’t actually very much like the word “legacy” because it suggests an end rather than a beginning. If you look at the definition of legacy it is all about endings and I think we should stop referring to what’s happened, I think we should refer to what happened at
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London 2012 as a beginning for sport – an inception – I think we should stop using the word legacy entirely!”
INTO THE FUTURE Keller says the Beyond Sport network now reaches across 1,000 organisations and its reputation is growing rapidly. The Beyond Sport Summit has grown from a one-off event to being a week-long celebration of the global sports industry’s achievements in initiating social change. There are workshops, special sessions focused on action-taking and policy strategy and high-profile panel talks. The awards are still growing in size and now attract nearly 500 applications each year. Looking ahead, for Keller, the mission
of Beyond Sport remains clear. He is looking to attract partners who are passionate about sport as a vehicle for change – and then help them take action. “Our fundamental job is to find and help leaders who can really make a change,” he says. “I’m not just after people with ideas, I’m after people who can implement. I want people who have an idea and can deliver it rather than people who can’t work on their own. “We’re trying to attract leaders who
can uplift their community and that is our main job.”
Issue 4 2013 © cybertrek 2013
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