Through increased power and influence over society, globalisation has conferred a new responsibility on big corporations, leading to major changes in the governance landscape. Today, social responsibility is not the sole duty of heads of states or diplomats; global corporations have become ‘world messengers’, which means corporate actors are increasingly playing a leadership role in initiatives that used to be considered as exclusive to governments.
From eco-friendly and sustainability initiatives to local training and job creation activity, the realm of action for CSR is getting wider. But as the Peace and Sport Forum held in Dubai shows, the private sector can bring in meaningful contributions to foster societal stability.
Perhaps more than any other human activity, sport remains the widely accepted language influencing and impacting hundreds of millions of people every day.
Already widely promoted within firms as a step towards strengthening internal relations between co-workers, sports has naturally become a powerful tool to promote essential values of mutual respect on a larger scale that goes beyond ethnic and social differences. If companies can strengthen their internal relations through sport, then it should be possible to spread the same across other areas and build bridges between unsettled communities.
In today’s corporate environment, a company’s commitment towards global society speaks louder than anything else, and has a far more resounding legacy.
Peace and Sport is a neutral international organisation which promotes sport as a platform to build bridges between communities and to institute sustainable peace and social cohesion. It is the brainchild of the president of the World Olympians Association, the former pentathlon champion Joel Bouzou and operates under the patronage of Prince Albert II of Monaco.
Advocating peace, fostering social stability, reconciliation and dialogue between communities through the values of sport, is a challenge, but one with a payoff that already far exceeds the initial human and financial investment.
The Peace and Sport initiative promotes locally-based projects within communities affected by destitution, recent conflicts or lack of social cohesion. It aims to turn unsettled areas into sport grounds.
“On the ground, sport’s universal language and values go beyond mere ethnic, cultural or social differences,” said Gregory Bolle, advisor to the board of the Peace and Sport organisation. “That is what makes sport a powerful tool to build bridges between communities.
“Moreover, the advent of social media and the increasing development of globalisation have raised the concept of ‘soft diplomacy’, where we all can play a role and be actors for change. If you play any kind of sports and if you have the will to be a player for change, then you can be a peace advocate.”
The trend towards adopting the Peace and Sport model was confirmed on the local scene by Emaar and Majid Al Futtaim Group. Both have contributed to spreading the message of peace through sport by hosting different activities on their premises and through which they engaged positively with thousands of Dubai-based citizens of various origins, nationalities and cultures speaking the language of sport.
— The writer is the advisor to the board of Peace and Sport organisation.
