What Sport can do for Africa & What Africa can do for Sport

WHAT SPORT CAN DO FOR

AFRICA

WHAT AFRICA CAN DO FOR

SPORT

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WHAT SPORT CAN DO FOR AFRICA & WHAT AFRICA CAN DO FOR SPORT

INTRODUCTION

“Sport has the power to change the world. It has the power to unite people in a way that little else does. It speaks to youth in a language they understand. Sport can create hope, where once there was only despair. It is more powerful than governments in breaking down racial barriers.”

NELSON MANDELA, PATRON, LAUREUS WORLD SPORTS AWARDS, MONACO 2000

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WHAT SPORT CAN DO FOR AFRICA & WHAT AFRICA CAN DO FOR SPORT

CONTENTS

CONTENTS Acknowledgements

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Foreword From Edwin Moses

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Executive Summary

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1. Introduction

15

2. The Potential of Sport

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3. The Place of Sport in Africa

34

4. Encouraging Signs of Change

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5. Time To Act

58

6. Our Own Five Year Plan

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References

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MARCEL DESAILLY AND MICHAEL JOHNSON ON A PROJECT VISIT TO MATHARE YOUTH SPORTS ASSOCATION, 2006

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ACKNOWLEDGEMENTS

Thanks must also go to all those that we spoke to when putting together this report: Davies Banda, Senior Lecturer, Sport Policy & Development, York St John University Norman Brook, South Africa Programme Manager, Coaching for Hope Jane Carter, Global Director, Coaching for Hope Tommy Clark, Founder and CEO, Grassroot Soccer Steve Cumming, Director of Sponsorship PR & Events, Diageo David Danylewich, Director, International Programmes, Right to Play Thierno Diack, CEO, Olympafrica Foundation

ACKNOWLEDGEMENTS

EDWIN MOSES WITH CHILDREN FROM THE 'SPORT FOR ALL' PROJECT ON A VISIT TO THE GERMAN NATIONAL TEAM'S TRAINING CAMP IN SOUTH AFRICA

Annemarie Elsom, Sport for Change Manager, Comic Relief Sarah Forde, Founder and Executive Director, Moving the Goalposts (Kenya) Paola Peacock Friedrich, Programme Development Manager, Football for Hope - 20 Centres for 2010, Official Campaign of 2010 FIFA World Cup Poul Hansen, Head of the UN Office on Sport for Development and Peace Debbie Lye, UK Sport International Development Director & Programme Director of International Inspiration, UK Sport

This report would not have been possible without the support of members of the Laureus World Sports Academy and Laureus Ambassadors, whose enthusiasm, dedication and passion is such a powerful driving force behind Laureus as an organisation.

The thoughts, opinions and ideas represented in this report cannot be attributed to any individual member of the Laureus World Sports Academy; they are reflective of the group and Laureus movement as a whole.

Bob Munro, Founder and Chairman, Mathare Youth Sports Association (Kenya) Elias Musangeya, Senior Development Consultant, UK Sport and former Director General, Zimbabwe Sports and Recreation Commission Daragh Persse, Global Head of Sponsorship, Cause Marketing and Media, Vodafone Pamela Vipond, Deputy Director, IOC – Olympic Solidarity Shaun Whatling, Red Mandarin

MICHAEL JOHNSON AT A TRAINING SESSION, MATHARE YOUTH SPORTS ASSOCIATION, KENYA

Thank you to the Founding and Global Partners of the Laureus Sport for Good Foundation as well as our many other donors and supporters, who enable us to have such a positive impact on the lives of young people throughout the world.

We would also like to thank the following people, who kindly provided quotes, case studies or guidance: Marlene Coetzee-George, General Manager, Sports Science Institute of South Africa and Trustee, Laureus Sport for Good Foundation South Africa Dr. Catherine Draper, UCT/MRC Research Unit for Exercise Science and Sports Medicine, Sports Science Institute of South Africa Kevin Fine, Managing Director, Little Champs Rachel Guttabingi, Director, Community Based AIDS Programme, Uganda Henry Majale, Manager - Public Relations, Mathare Youth Sports Association David Thiru, Director of the Mathare Youth Sports Association Academy Roma Traore, Coaching for Hope

GRASSROOT SOCCER COACH INSPIRES YOUNG PARTICIPANTS

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FOREWORD BY EDWIN MOSES

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EDWIN MOSES

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Sport has the power to break down barriers, bring people together, and improve the lives of young people around the world.

FOREWORD

BY EDWIN MOSES CHAIRMAN, LAUREUS SPORT FOR GOOD FOUNDATION

As a child, I dreamed of sporting success. And I have been blessed to have achieved it. But the joy of sport, for me, has always been about more than success. Sport is about the thrill of achieving something I didn’t think possible, the camaraderie and friendships forged during competitions, both with team members and those I competed against, and the pleasure of pushing my body to the limits of what I can achieve. Through sport, I have learned to accept defeat, and learned to try harder next time. To lead others, and to be led. I have met people from hundreds of nations. I have seen how sport can transcend national, cultural and religious boundaries, bring together people who were once enemies, and act as a common tongue between people who don’t share a language.

As my friend and fellow Laureus Academy Member Boris Becker has observed, ‘sport has its own rules; it knows no skin colour, no religion, no boundaries’.

I and my fellow Laureus World Sports Academy Members are passionate about sport, and also what sport can achieve. We believe in supporting sporting excellence, but we also believe in sport as a tool for social change. Sport has the power to break down barriers, bring people together, and improve the lives of young people around the world. We have all seen, first hand, the evidence of this, through the projects that the Laureus Sport for Good Foundation supports around the world. We have met young people from every continent whose lives have been transformed forever by the opportunities that sport has given them.

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I am always humbled by the stories they tell me, and by their enthusiasm, their achievements, and their sheer delight and joy in taking part. I recently visited Johannesburg, where I was overwhelmed by the enthusiasm and life-changing stories of the young people from South Africa and Sri Lanka, who have taken part in projects that the Laureus Sport for Good Foundation has funded. But they are the lucky ones. They have had the opportunity to get involved, the guidance from trained and dedicated coaches, and access to the resources and equipment they need. Too many young people are not that lucky.

As we, together with the rest of the world, celebrate a successful World Cup in South Africa, the first African nation to host the World Cup, we feel hope and dismay in equal measure. Hope, because right across Africa, young people on every street corner and in every village are playing sport, organising their own events, and joining in for the love of the game. There is fun, joy and enthusiasm in abundance, as well as talent and drive. But also dismay, because what this report shows is that so many young people across Africa are not able to enjoy the benefits that sport can bring to their lives.

A legacy of underinvestment in sport at the grassroots level – in schools and communities in Africa – means that too many people are being denied the opportunity to take part in anything other than the most informal sporting activities, and therefore are denied the opportunity to learn the many lessons sport has to teach.

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EXECUTIVE SUMMARY

Sport should not be a game of two halves. It should not be reserved for the talented few or for those who can afford it. It should not be a luxury. At Laureus we are committed to Sport for All(1) and to a future where every African child, wherever she or he is, fulfils their right to play, their right to take part and their right to achieve. But more importantly, we want to see beyond sport for sport’s sake, and put it right at the heart of the development agenda, as a means of creating better, stronger societies.

That’s why I and my fellow Academy Members now call on the governments and civil societies of African nations and other countries across the world, as well as development agencies, global sporting institutions and their commercial partners, private donors and NGOs to take this opportunity to put more of their efforts behind sport as a tool for social change, for development, and for education. We now call on them to work together to realise the full impact of what sport can do for Africa, as well as what Africa can do for sport.

EDWIN MOSES SHOOTS HOOPS AT THE ORPHANAID AFRICA PROJECT VISIT 2009

(1) Here we are referring to the definition of Sport for All as ‘enabling every individual to participate in sport’, the European Sports Charter, (cf. McDonald, 1995, p.73)

EXECUTIVE SUMMARY During the ten years that the Laureus Sport for Good Foundation has worked in Africa and elsewhere, we have seen firsthand the sheer joy, excitement and elation that young people gain from playing sport. Everywhere you go you see crowds of teenagers clustered round a television set watching the cricket or a group of young kids playing soccer with a ball made from scrap plastic. Sport is an important and valued part of daily life.

Sport for development projects in Africa, including the many innovative and successful projects described in this report, are producing real results on the ground – transforming people’s lives and promoting change in areas as broad as supporting young offenders to start a new life, to helping pre-school children have an equal start to their education.

Sport is helping people who might not otherwise participate or benefit from traditional development initiatives.

The projects we support are harnessing this passion and demonstrating how sport can, when done well, make a real and lasting difference to the lives of African people and their communities. The benefits of sport to the individual are well recognised, but we have also seen, through our involvement in these projects, how participation in structured sporting activities can also contribute to helping children in and into school, raise awareness of critical social and health issues, empower marginalised social groups, and unite diverse communities.

The idea of sport as a development tool is not a new one, and we at Laureus are far from the only organisation working in this space. Indeed, there are encouraging signs that sport for development is gaining more and more recognition.

Since the United Nations Taskforce on Sport for Development and Peace issued its first report in 2003, encouraging governments to incorporate sport into national development plans(3), the response from national governments has been positive. There are also signs that several major statutory and private donors, international sports bodies and commercial sponsors are beginning to recognise the potential of sport to deliver against development objectives, and are directing investment accordingly. Moreover, the debate about sport for development is very much alive and new stakeholders, from sports science researchers to commercial sponsorship managers, are joining in the discussions all the time. However, this mounting interest has not, to date, translated into widespread action.

Although the issues that sport can tackle are not limited to the African continent, they are particularly concentrated there(1). In recent years many nations have made substantial progress towards development objectives, but poverty, inequality, disease and lack of opportunity continue to be fundamental – and in some cases growing – challenges(2).

As we approach the 2015 target to achieve the Millennium Development Goals, now is the time for governments, donors and development institutions and organisations to reassess and improve development strategy in order to accelerate progress and ensure that we support those who are being left behind.

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EXECUTIVE SUMMARY

This report therefore issues a call to action to all stakeholders who are involved with development or sport in Africa – to reassess their approach, and to focus their efforts more firmly behind sport for development. We call for coordinated action to strengthen the sector as a whole:

We at Laureus also have a role to play in facilitating and supporting this process, and responsibilities to support the sector. Therefore we have set ourselves five goals to be achieved over the next five years:

AFRICAN GOVERNMENTS: to promote, support and invest in grassroots sport; to recognise that sport is both valuable in itself, and also effective and important as a means to achieve broader development objectives.

LAUREUS: To support exceptional and innovative projects across Africa that bring about lasting change and act as beacons of the power of sport for good.

DONORS: to increase funding for organisations implementing quality sport for development projects; to support and encourage NGOs wishing to integrate sport into existing development projects; and to support increased monitoring and evaluation of outcomes.

GLOBAL SPORTING INSTITUTIONS: to use their influence to promote the potential of sport beyond elite sport; to encourage a more coordinated approach between stakeholder groups; and to engage leading African sportsmen and women to support and endorse this approach, and to act as champions for the role of sport in development.

LAUREUS ACADEMY MEMBER MICHAEL JOHNSON AT A TRAINING SESSION, MATHARE YOUTH SPORTS ASSOCIATION, KENYA

Sport is part of the social and cultural fabric of societies across the world – but this report concludes that opportunities to participate in positive, structured sporting activities are unequal and limited across Africa, compared to other parts of the world. Despite a growing body of evidence from grassroots projects proving the value of sport for helping to tackle social and economic challenges, the process of mainstreaming sport into development policy and practice has been slow and limited in scope to date. Some of the key reasons for this slow movement include a lack of funds, a dominant focus on elite sport to the exclusion of Sport for All, and the need for more concrete and verifiable impact data.

On the ground, we can see the huge benefits of sport, and the way that it has improved the life chances of those who have taken part in our projects. That is not in question. But it is now the responsibility of all donors and organisations working in this sphere to tackle these issues so that sport can achieve its full potential in Africa.

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As part of a community of organisations working in this field, our aim in this report is to gather learning, share insights and challenge those who are actively involved in sport in Africa to take action in the years ahead. Fresh thinking is needed to improve development policy and practice; fresh thinking that recognises the important contribution that sport can make to achieving development objectives – not as a sideline issue, but as something that is integrated and mainstreamed into policy and practice.

To evaluate and communicate the impact of our projects in order to increase the quality of evidence available.

To develop a sport for development accreditation system and standard.

To create the world’s first Sport for Development Academy to nurture the social entrepreneurs of tomorrow.

To establish an annual forum to facilitate lesson-sharing and coordination between individuals and groups.

CORPORATE SPONSORS OF SPORT: to recognise that investing in grassroots sport is important, worthwhile and fundamental to leaving a positive legacy; and to set targets for grassroots sport investments in relation to sports sponsorship budgets.

INTERNATIONAL DEVELOPMENT ORGANISATIONS: to increase coordination and lesson-sharing between sport for development projects; to devote more effort to providing evidence of the outcomes of sport for development; and for those organisations without sport in existing projects to engage with the debate, assess how sport can benefit their own projects, and then to commit to make this change.

MARCEL DESAILLY COACHES MYSA FOOTBALLING TALENT, 2006

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1. INTRODUCTION

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Our experience has strengthened our conviction that sport has the potential to play a much greater role in development in Africa than it currently does.

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1. INTRODUCTION SPAIN CELEBRATE WINNING THE FIFA WORLD CUP 2010

The Laureus Sport for Good Foundation brings together voices from all over the world to advocate for the wider uses of sport. We have been supporting and building partnerships with community sport and development projects across Africa and elsewhere in the world for over ten years. Over this period, we have seen how sport can be used to address some of the greatest development challenges, and this has strengthened our long-held belief that sport is a powerful tool for tackling broader social issues. Our experience has also strengthened our conviction that sport has the potential to play a much greater role in development in Africa than it currently does, and that sport could succeed where other initiatives may fail, reaching people who might otherwise be excluded, and strengthening many existing development policies and projects.

Africa is at a crossroads. Many nations have made substantial progress towards their development objectives in recent years.

Important progress has been made in areas such as primary school enrolments, gender parity, and sanitation and safe water, but serious challenges remain, particularly in achieving health goals and reducing extreme poverty on the back of the food, fuel and economic crises of recent years(2). In the words of the United Nations, we have many successes on which to build, but we have been moving too slowly to meet our goals(4).

With just five years left to achieve the 2015 Millennium Development Goals, development efforts are being scaled up(2), raising fundamental questions for African countries and their development partners. These questions are about learning and improving policy and practice: How can lessons learnt in one sphere be integrated into policy and practice elsewhere? How can progress be sustained, accelerated and spread to areas improving more slowly? How can development approaches be improved in order to include and support those who might otherwise be left behind?

Our aim in producing this report is to demonstrate and explain how sport is part of the answer to each of these important questions. We are a movement of people passionate about the positive impact of sport in Africa – we have seen for ourselves that it brings about lasting changes in people’s lives and in communities. 2010 saw the first ever World Cup to be played on African soil. Now that the trophy has been lifted and the last of the international fans have returned home, this report aims to draw attention to the role that sport can play in every family, every community and every country.

FANS CHEERING AT SOUTH AFRICA WORLD CUP 2010

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WHAT SPORT CAN DO FOR AFRICA & WHAT AFRICA CAN DO FOR SPORT

This report draws together learning, insight and recommendations from across the African continent in order to support, inform and strengthen the debate about the role sport can play in development in Africa. It is based on the knowledge and experience of 17 interviewees – from development project leaders to United Nations officials, and from academics to representatives of global sporting institutions; it draws on learning from sports projects across Africa and around the world; and includes insights from our involvement in supporting development through sport in Africa for more than a decade.

The report gives a very positive message – a review and celebration of the transformative power of sport for achieving development objectives. Yet it also reflects the frustration and concern of experts in this field, that despite growing evidence of the value of sport as part of an effective solution to many of the social and economic challenges facing African nations, the process of mainstreaming sport into development policy and practice has been slow.

2. THE POTENTIAL OF SPORT

We believe it is time that sport takes its rightful place at the heart of development – not as the only solution to the development challenges facing Africa, but as part of a new strategy to deliver positive change, support and opportunity to all, especially the most vulnerable.

Africa is a huge and complex continent, with diverse opportunities and challenges. Wherever possible, this report uses examples of specific projects in specific countries to avoid making a number of assumptions and generalisations and in order to illustrate points within the relevant context.

However, in order to share learning and recommend responses this report also draws together and describes broader lessons from across the continent. For the purposes of this report, we have focused on conclusions relating to the African continent as a whole.

2. THE POTENTIAL OF SPORT Sport has a unique and strong advantage when compared to many strategies traditionally employed to achieve development goals: enormous popularity. Former UN Secretary General Kofi Annan recently reflected, ‘I admit we at the United Nations were often a little jealous of the power, and indeed, universality of sport. Both the IOC and FIFA have, for example, more members than the UN... It was why I was so determined at the UN to use sport more effectively to achieve development goals’(5).

message, to promote a particular way of behaving or to build skills, have the potential power to engage people who might otherwise be sidelined or uninterested, such as young people, women or people living with disabilities.

Sport’s popularity, its appeal, and its potential for positive reinforcement of respect, teamwork, discipline and fair-play, make it a universal language. This, in itself, is not the reason to invest in sport; instead it is the reason that investing in sport can yield such high returns. Poul Hansen, Head of the UN Office on Sport for Development and Peace, explains, ‘sport has the power to appeal to a wider population, especially young people’. As the case studies in this section attest, development projects that use sport to communicate a

For the purposes of this report, the issues that sport can tackle most effectively have been broadly categorised into themes as follows: Physical and mental wellbeing Education and awareness Inclusion and equality Unity, cohesion and community development

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As a result of these attributes, for several decades and since the 1990s in particular, sport has been increasingly used to bring about diverse and wide-ranging development objectives(2,6).

Not everyone can be a world champion, I've been very lucky, but sport can make a difference in so many ways. It can give you focus, team-spirit, responsibility and self-esteem.

It really can change people's lives.

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LEWIS HAMILTON, WINNER OF THE 2008 LAUREUS WORLD BREAKTHROUGH OF THE YEAR AWARD, SPEAKING AT A FOUR-DAY YOUTH PROJECT EXCHANGE IN JOHANNESBURG IN APRIL 2010

YOUNG PEOPLE FROM LAUREUS SPORTS PROJECTS MEET FORMULA ONE STAR LEWIS HAMILTON AT KYALAMI

GREEN POINT STADIUM, SPECIALLY BUILT FOR THE 2010 FIFA FOOTBALL WORLD CUP. PHOTOGRAPHER: BRUCE SUTHERLAND, CITY OF CAPE TOWN

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2. THE POTENTIAL OF SPORT

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2.2 EDUCATION AND AWARENESS

Seeing the enthusiasm and – slightly alarmingly for English teams – the talent of these kids is so motivating.

MICHAEL VAUGHAN, FORMER ENGLAND CRICKET CAPTAIN AND LAUREUS FRIEND & AMBASSADOR

SCHOOLING There is a significant amount of evidence that indicates that sports-based projects improve the learning potential and academic performance of young people, and can encourage them to continue attending school(7). Some projects use school or after-school physical activity such as team sports, dance and aerobics to increase the activity of young people and have resulted in improved academic achievement in exams(13). Other projects take a more direct approach, using

LAUREUS FRIEND & AMBASSADOR MICHAEL VAUGHAN MEETS CHILDREN FROM THE LAUREUS SUPPORTED JOHANNESBURG CUBS PROJECT

2.1 PHYSICAL AND MENTAL WELLBEING The impact on personal health and the psychological benefits of sport are its most well-known advantages. Not only is individual wellbeing important in itself, it is also the driving force behind the success of sport in engaging huge numbers of people, particularly those in hard-to-reach groups. Jane Carter, Global Director of Coaching for Hope (CFH) explains that ‘using sport to build self-esteem and confidence is the key to tackling lots of issues’; if someone feels more confident, skilled or healthier from sport, which they usually do, they are more likely to continue playing, to encourage others to join, and to engage with a message.

Sport offers the opportunity for physical exertion, but is also a wonderful forum for social interaction. Evidence from the field clearly indicates that sport improves personal and social skills, such as cooperation, trust, respect and fair play(3). Sport can also provide a platform to develop leadership skills, confidence and the social skills to work as part of a team.

Grassroot Soccer’s African Leadership Programme (ALP), set up with funding from the Laureus Sport for Good Foundation, empowers young people across Southern Africa to become future leaders for the continent. Through a coaching and training programme, participants learn key skills in leadership and management to enable them to make a difference in their communities. These life skills are fundamental to social cohesion and a full and positive adult life, and for this reason the UN has described sport as a ‘school for life... fundamental to the holistic development of young people’(3).

Quality, well-structured sports projects, delivered by welltrained coaches, can multiply these personal benefits to bring about positive social change on a large scale, ranging from improved school attendance(7) rates to increased opportunities for people living with disability(8).

The health benefits associated with sport are widely documented and supported by a growing body of evidence linking physical exercise with reduced health issues such as obesity, high blood pressure, cardiovascular disease, certain cancers and stress for people of all ages(9). Such health problems have been associated with urbanisation and increased affluence in parts of Africa(10,11), and are therefore of increasing concern. Well-structured sport has also been associated with healthy behaviour, including the avoidance of tobacco, alcohol and drug use and the promotion of a healthy diet(9). Making sport available to everyone, and encouraging people to get into the habit of doing regular physical activity, particularly young people, is likely to create the motivation for participation as adults(12).

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MYSA has helped me to keep my self-esteem high – where once it was low – because someone else believes in me and will help me.

PARTICIPANT, MATHARE YOUTH SPORTS ASSOCIATION, KENYA

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sport as a means of education or increasing employability.

Some programmes even offer classes to help with school work and a safe environment to study(14). Taking part in sports on a regular basis can also build skills and talent, which can directly contribute to improved post-school livelihoods and even social enterprise – ‘MYSA provides young people from the slums with many opportunities to develop their leadership and other skills in different areas which build their CVs and improve their employment prospects, as well as special annual awards which help keep hundreds of its best young volunteer leaders in school’ explains Bob Munro, the founder and Board Chairman of MYSA in Kenya.

In South Africa, a study was carried out by Dr. Catherine Draper, UCT/MRC Research Unit for Exercise Science and Sports Medicine, to assess the impact of Little Champs, a physical development programme, on the cognitive function of preschool children living in the Alexandra Township of Johannesburg. It found that the activities offered by the programme could positively impact cognitive function in comparison to the control group, thereby improving their school readiness(15). These findings are in line with those of other research studies that have demonstrated that increasing the time spent on physical exercise improves the ability of some students to learn and retain information(3).

As well as improving performance, participation in sport also gives young people the self-esteem and motivation which is a crucial factor in encouraging them to go on and complete their education. This has been demonstrated by projects such as Courir pour la Vie.

CASE STUDY LITTLE CHAMPS SOUTH AFRICA Working in South Africa, Little Champs helps pre-school children develop their motor skills through sport and learning activities, in order to give them a stronger start to their education. The programme focuses around trained coaches using non-competitive sport to develop children’s eye-hand and eye-foot coordination, balance, agility, spatial awareness and speed. A parallel programme develops the children’s cognitive and social skills, such as reading, communication, self-esteem, sharing and leadership. Little Champs reaches around 7,000 children a week – half of whom are girls.

KEVIN FINE, MANAGING DIRECTOR OF LITTLE CHAMPS WITH PARTICIPANTS FROM THE PROJECT

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2. THE POTENTIAL OF SPORT

CASE STUDY COURIR POUR LA VIE MOROCCO Courir pour la Vie Morocco demonstrates that sport can be a powerful tool to support girls to complete school, whilst also tackling gender inequality – peacefully and sustainably. The role of women in Morocco is changing but in many rural areas, girls tend to leave school early, marry at a young age and adhere to strict boundaries regarding public life. Courir pour la Vie responds by encouraging girls to complete their education and building self-confidence. The project achieves this in two ways: first, promoting fitness and physical agility among rural schoolgirls through sporting activities such as athletics and volleyball; and second, using workshops to build life-skills and knowledge about topics such as women's health.

These activities have brought important benefits in terms of girls’ confidence, and sense of self-worth, equipping them to complete school and lead positive and productive lives.

Significantly, the project has also had an effect on parents, changing their attitudes about the importance of girls’ education. As a result, Courir pour la Vie is demonstrating that sport can transform the way that girls think about themselves, and in turn how their communities and families think about them.

LAUREUS ACADEMY MEMBER, NAWAL EL MOUTAWAKEL, RUNNING WITH STUDENTS OF THE COURIR POUR LA VIE PROJECT IN MOROCCO

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This is a perfect example of how sport can be used as the means to break down barriers and help give youngsters a real chance to improve their situation. This is a fantastic event which has played a significant part in changing perceptions in Morocco about the role of women in society.

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DALEY THOMPSON, LAUREUS ACADEMY MEMBER AND OLYMPIC DOUBLE GOLD MEDALIST

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2. THE POTENTIAL OF SPORT

GRASSROOT SOCCER PROJECT LEADER UNDERLINING THE IMPORTANCE OF EDUCATION

HEALTH AWARENESS The spread of HIV, the effects of AIDS and the threat of other diseases continue to cause widespread suffering, affecting millions of lives in Africa(4). Almost 2 million people were newly infected with HIV in 2008 – many of whom were young(16). Education to increase knowledge and awareness is one of the most effective ways of tackling the rapid spread of these diseases and others(4), by empowering people, particularly young people, with the knowledge to protect themselves and their friends and family from infection.

A COACHING FOR HOPE TEAM CELEBRATE WITH THEIR TRAINER

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After the workshops, I understood what HIV/AIDS is and the benefits of screening tests. The screening test will allow me to know my status and have a good behaviour if I have sex with my partner.

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18-YEAR OLD ROUAMBA FLORENCE

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CASE STUDY COACHING FOR HOPE BURKINA FASO - WEST AFRICA 18-year old Rouamba Florence took part in a series of sexual health workshops run by Coaching For Hope in Burkina Faso. The project started when devastating floods in 2009 closed hundreds of schools – the traditional arena for HIV education – and Coaching for Hope was able to step in and use the medium of soccer to raise awareness. Games and sport are used to talk to young people about sexual health in a non-threatening way. The voluntary decision of girls like Rouamba, who chose to get tested, are direct evidence of the potential of sport to empower young people to make positive life choices.

Projects in a number of different African countries have shown us that structured sporting activities can be used as an effective mechanism to communicate important health messages and empower people to make positive life choices.

Stephen Lewis, Professor in Global Health, Faculty of Social Sciences at McMaster University in Hamilton, Ontario and Co-Director of AIDS-Free World, describes sport as a ‘vehicle that deals with issues in a safe and secure way’(17).

By integrating and disseminating information about important and sometimes taboo issues through an activity that young people know and love, it is possible to reach a huge audience, some of whom might not be engaged through traditional awareness-raising campaigns, and thereby save many more lives.

A highly respected programme in this field is Grassroot Soccer, which has produced significant results in promoting behaviour change and increasing knowledge about HIV and AIDS in Southern Africa quantified through in-depth research that demonstrates improved student knowledge, attitudes and perceptions(18). Grassroot Soccer raises awareness of HIV through sport, particularly football related activities. For example, one drill involves participants dribbling a soccer ball while being chased by a person representing the HIV virus.

Those dribbling more than one ball at any one moment – representing the risks of having more than one lover – are caught first, thus communicating the message about the increased risk of having overlapping sexual partners.

A behavioural survey carried out by Grassroot Soccer across Southern Africa in 2008 showed that two to five years after participating in the programme, graduates of the programme were eight times less likely than their peers to report having had more than one sexual partner in their lifetime(19).

Grassroot Soccer and other projects demonstrate that it is not only direct awareness-raising techniques that bring about results in this area. Bob Munro also emphasises the many changes in social norms, peer relationships and gender equality that sport can create: ‘once girls got fully involved in the many MYSA sport and community service activities, they gradually developed greater self-esteem and pride and earned and insisted on being treated with more respect. With their new self-confidence, the girls no longer hesitated to say ‘no’ and the number of teenage pregnancies and AIDS cases dropped. That is the kind of dramatic social change you can get from sport’.

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2. THE POTENTIAL OF SPORT

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I am deeply convinced that, in women, the world has at its disposal the most significant and yet largely untapped potential for development and peace. Gender equality is not only a goal in itself, but a prerequisite for reaching all the other international development goals.

UN SECRETARY GENERAL BAN KI-MOON

CASE STUDY COURSE FÉMININE MOROCCO Course Féminine is an annual women’s race that takes place in Casablanca. Originally founded in 1993 by Nawal El Moutawakel, the first African Muslim woman to win an Olympic gold medal and member of the Laureus Academy, the 10km run has become one of the largest female sporting events in Africa and the Arab world. During the run, 25,000 women – young and old – weave through the streets of Casablanca: some walking, some running; some wearing headscarves and traditional clothing, others in sports clothes with their hair free. Many of these women, particularly those from rural areas, have very little control over their lives and limited participation in society. The thrill, elation and solidarity of taking part in Course Féminine makes them feel special and integral to society, enabling them to push their limits, broaden their horizons and boost their self-esteem.

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GIRLS COMPLETE THE COURSE FÉMININE AN ANNUAL WOMAN'S RACE ORIGINALLY FOUNDED BY LAUREUS ACADEMY MEMBER NAWAL EL MOUTAWAKEL

2.3 INCLUSION AND EQUALITY WOMEN AND GIRLS Gender equality and the empowerment of women has been shown to lead to long-term economic growth, improved child health and survival, reduced population growth, increased education among younger generations and peace, as well as contributing towards a peaceful and equal society(20). Against a background of international efforts to achieve Millennium Development Goal 3 (achieve gender equality and empower women) and to integrate gender issues into development initiatives, quality sports projects are demonstrating their potential to increase the confidence, skills and ambitions of young women, as well as encouraging young men to take on new roles in their communities. As Sarah Forde, Founder of Moving the Goalposts (Kenya), explains ‘it was difficult to persuade many people, including influential African feminists, but once people saw sport in action, they realised just how powerful it can be’.

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Nawal El Moutawakel, Olympic gold medallist and Laureus Academy Member, explains the process of increasing one’s ambitions from her own experience of empowerment through sport in Morocco: ‘Sport taught me excellence, it taught me determination, it taught me to be the best I can be today and to be even better tomorrow.’

Female athletes have achieved success in all types of sport, despite the fact that many sporting activities, particularly those involving competitive or more physical activity, have traditionally been viewed as a male domain of activity(21).

Jane Carter explains that girls’ participation in a traditionally male dominated sphere can be very rewarding: ‘soccer is such a male dominated sport; girls feel a keen sense of achievement from taking part’.

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I saw there was no need to stop her, since she thought it was good for her and it was a new thing, this sport. Who knows, maybe this sport may help her in future? What I like is the way they take these young children and not only train them in soccer but they are also taught about many things [such as] AIDS, how they can take care of themselves as young girls.

MOTHER OF A FEMALE PARTICIPANT OF MATHARE YOUTH SPORTS ASSOCIATION, KENYA

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This made early sport for development projects that targeted girls appear radical and sometimes controversial(22). However, as evidence from programmes run by Coaching for Hope and others demonstrate, empowering girls to participate in sport particularly if they are engaged before they reach puberty when ‘many girls are discouraged and, in some instances, forbidden to continue their participation in sports’(23) - can have extremely positive outcomes for both the girls, who demonstrate higher self-esteem and improved self-perception, self-worth and self-efficacy, as well as their communities.

For example, a 2009 survey of 200 girls from Moving the Goalposts, Kenya, found that 74% of girls felt that involvement had built their positive self-esteem and 83% felt that the project had improved their self-motivation(24).

Work focusing on the empowerment of girls is important, but to really empower women there must also be a focus on work to change attitudes and social norms within communities(25).

Here, too, sport has a hidden strength: the perceived masculinity of sport can mean that girls who participate challenge stereotypes of roles and capabilities, breaking down entrenched attitudes and expectations of parents, guardians and community leaders(3). Jane Carter suggests that to achieve this change, sport must particularly be made available to girls when they are young, both in and out of school, when parents tend to be more consistently supportive and comfortable with their participation than later on in their lives.

Research on the Mathare Youth Sports Association programme indicates that benefits of sports projects can overcome many parents’ initial scepticism of girls’ participation, instead earning their support and pride(2,3).

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PEOPLE WITH DISABILITIES According to the United Nations, around two thirds of people with disabilities in the world live in developing countries(26).

Yet these countries often struggle to provide the support and assistance to people with disabilities that other more developed countries can offer. Research has found that the health benefits of physical activity can be particularly important for people with disabilities, enabling them to avoid the further disabling effects of inactivity, as well as improving the independence of their lives(27).

Equally, the visibility that comes from playing sport, as well as the improved self-esteem and confidence valuable in participation can have a particularly profound impact on people with disabilities, transforming the way that they see themselves and others see them. This has been evident from outstanding projects such as Development of Sports and Rights for People with Disabilities in Rwanda, and confirmed by numerous studies that have measured the multiplied benefits of a range of sports projects, including increased independence and empowerment, resulting in increased social interaction and integration, as well as helping to change attitudes within communities(28, 29).

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Sport is one of the few things in the world that has the power to change not only perceptions, but the way people view themselves in relation to others.

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CASE STUDY NATIONAL PARALYMPIC COMMITTEE RWANDA The civil war that raged in Rwanda in the late 80s early 90s left huge numbers of the population maimed and disabled in country ill-equipped to deal with their needs and requirements.

The National Paralympic Committee of Rwanda is using sport as a vehicle to break through the social, psychological and physical barriers that constrain the lives of people living with disability – whether physical, visually-impaired, hearingimpaired, mental or other disabilities. In 2009 alone, NPC Rwanda organised sports activities ranging from sitting volleyball to athletics in special centres for 400 young people with a disability; a National Championship for 315 athletes; and a regional competition benefiting people with disabilities in Kenya, Burundi, Uganda, DRC Congo and Egypt, as well as Rwanda.

This work is significantly increasing the range and quality of sports available for people with disabilities, and also promoting social integration and awareness of their rights through initiatives such as media awareness workshops and engaging peer groups in sports to bridge the gap of understanding and build friendships. The skills and self-confidence that the project fosters are broadening young people’s opportunities, whether through building friendships today, or seeking employment tomorrow. They also encourage and support all participants to reduce their focus on disability and instead place greater emphasis on people’s abilities, transforming the way people see themselves, their potential and one another.

DESHUN DEYSEL, SOUTH AFRICAN MOUNTAINEER AND LAUREUS FRIEND & AMBASSADOR.

BARONESS TANNI GREY-THOMPSON CHEERING WITH MIXED ABILITY CHILDREN FROM THE LAUREUS SUPPORTED PROJECT, DEVELOPMENT OF SPORTS AND RIGHTS FOR PEOPLE WITH DISABILITIES

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2. THE POTENTIAL OF SPORT

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Sport is commitment, sport is solidarity, sport is what will help young people to understand how they can be useful to society.

HUGO PORTA, FORMER RUGBY PLAYER FOR ARGENTINA, ARGENTINEAN AMBASSADOR TO SOUTH AFRICA (1991) AND LAUREUS ACADEMY MEMBER

2.4 UNITY, COHESION AND COMMUNITY DEVELOPMENT TONY HAWK LAUREUS ACADEMY MEMBER AT INDIGO YOUTH MOVEMENT

SOCIAL SUPPORT For some young people in Africa, sport is more than a favourite pastime. As Stephen Lewis, the former UN SecretaryGeneral’s Special Envoy for HIV/AIDS in Africa, remarks, ‘when faced with a daily life and death struggle... sport gives them a reason for being’.

Involvement in structured sporting activities can give young people new friends and mentors – but it can also introduce them to a new family. Many sports projects use sport to help children who are in danger of dropping off the radar in terms of social, psychological and emotional support.

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Through the structure of team sports led by trained coaches, sports projects run by organisations such as Grupo Desportivo de Manica (GDM) in Mozambique and OrphanAid Africa in Ghana offer a social network and a purposeful role to hundreds of children, allowing them the opportunity to express themselves in a new and positive way(30). Many projects like these also offer children practical support through life-skills courses on reading, communication, financial and computer literacy, health and HIV awareness, and entrepreneurship. Through this practical and structured support, the projects offer emotional support and a network of people who care about their welfare.

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We have seen major improvements in the way and manner in which the youth of Ayenyah have united together to clear the land for the new soccer pitch, volleyball court, basketball court and a dressing room. For the first time, these young kids are doing something together as a team.

PRINCE (18) ORPHANAID AFRICA PARTICIPANT

GRUPO DESPORTIVO DE MANICA PARTICIPANTS

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The unifying power of sport has huge potential, but is, perhaps, the least understood of all of the benefits examined in this report. Research into Laureus Sport for Good Foundation projects has found that the longer an individual is involved in a sport for development project, the more they value their community(33). Other projects, such as the MYSA self-help youth and community development sports programme in the Kakuma refugee camp in Kenya, give shining examples of how much can be achieved when the barriers of national, ethnic, gender, ability and socio-economic status are overcome through sport(34). French soccer manager Arsène Wenger agrees that ‘across every continent, soccer is a common language and a culture shared’(35). It is this unifying power that has earned sport a growing reputation as a peace broker within communities in some of the most challenging contexts in Africa and worldwide.

Yet it is also this power to unite groups and to inspire young people that is enabling sport to play an important role in community development more broadly. Groundbreaking projects such as MYSA have shown us beyond all doubt that sport has a unique quality – perhaps in part, the power of popularity – to unite communities behind the goal of development, and together to take concerted action to bring about change. In essence, sport brings communities closer together; it develops social capital and enriches daily life. It takes us beyond a focus on poverty reduction alone to the development of communities more broadly.

KAKUMA REFUGEE CAMP MYSA NORTH-WEST KENYA In 1999, the Kakuma refugee camp in north-west Kenya was home to over 70,000 refugees from Sudan, Somalia, Ethiopia, the Democratic Republic of Congo and elsewhere.

Tensions between nationalities and ethnic groups were high and in late 1999, fatal inter-ethnic violence erupted.

In response, youth leaders from the Mathare Youth Sports Association (MYSA) were invited to set up self-help youth and community development sports programmes in the camp. Using their experience from MYSA, they tackled the inter-ethnic tension head-on: setting up a series of community Sports Councils with responsibility for organising, inclusive, multi-ethnic sports activities.

By mid-2000, only 18 months later, there were over 12,000 youths playing on 940 sports teams and tensions between groups were transformed. A comprehensive evaluation concluded that the new programme ‘played a role in changing the mentality of society members… It is obvious there are less tensions since the programme started. And if problems occur, they will be solved in a less violent way.

People know each other from the sports field and, secondly, they have learned to respect each other and to solve problems other than by fighting.’(30)

IN SUMMARY BOXERS FROM FIGHT WITH INSIGHT PROJECT IN SOUTH AFRICA

BUILDING COMMUNITIES At Laureus, we have seen many times through the impact of the projects that we fund that sport can facilitate social interaction, break down social barriers and teach core social values of trust, respect, fair play and teamwork. Bob Munro summarises the benefits of sport in this area, saying, ‘‘sport teaches young people the benefits of teamwork and respect for rules in soccer and society... Sport also helps forge new friendships, creates new heroes and role models and builds self-esteem and confidence as well as teaching youth how to cope with – and what they can learn from – their mistakes.’

Moreover, the sense of inclusion, belonging and leadership that comes about from membership of a sports team can have knock-on effects on attitude and behaviour.

Projects like Fight with Insight (South Africa) are demonstrating that these positive attributes can turn around the lives of young people, build in them a fresh outlook on life and enable them to contribute meaningfully to their communities.

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Other research has demonstrated the potential for sport to divert young people from a life of alcohol abuse, drugs or crime, or to establish relationships between them and authority figures, social services, educational programs, and marginalized groups in order to inform and guide their life choices(31). Bob Munro says that ‘mothers in Mathare are relieved and even proud when their children get involved in MYSA’s activities because that keeps them away from drugs, prostitution and crime and helps refocus them on the right path in life’.

The benefits of sport to those who take part are clear. The benefits to the group as a whole are also evident. Kofi Annan, Chairman of the Africa Progress Panel and former Secretary General of the United Nations, has described sport as ‘a universal language. At its best it can bring people together, no matter what their origin, background, religious beliefs or economic status.’(32)

These, then, are some of the diverse opportunities of development through sport: physical health and wellbeing; education and awareness; inclusion and equality; unity, cohesion and community development. In order to capitalise on this potential, we believe that sport needs more investment and a concerted effort by all stakeholders to integrate sport more strategically and comprehensively into development initiatives. Today, sport is everywhere in Africa, and yet too often its opportunities for development are missed due to lack of investment, support and appreciation of its potential, as well as a lack of quantitative evidence or proof.

LAUREUS ACADEMY MEMBER, SIR BOBBY CHARLTON WITH PARTICIPANTS FROM THE MATHARE YOUTH ASSOCIATION, KENYA

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LAUREUS ACADEMY MEMBER AND RUGBY LEGEND, SEAN FITZPATRICK GREETED BY YOUNGSTERS IN DARFUR

CASE STUDY RIGHT TO PLAY DARFUR WESTERN SUDAN Since 2003, the Darfur region in western Sudan has witnessed an extensive period of conflict, during which several hundred thousand people have lost their lives and millions of people, forced from their homes, have fled to refugee camps in neighbouring countries. Over 200,000 refugees have sought shelter just across the border in eastern Chad. However life is not easy in these refugee camps. Inevitably it is the vulnerable members of the population that suffer most – orphans, children, women and the disabled. It is especially challenging to keep children occupied in this setting, which can result in boredom, frustration and low self-esteem. As a result, adolescents can be easily influenced by rebel groups and militia who promise activity, purpose and excitement.

Right to Play works to improve the lives of children in some of the most disadvantaged areas of the world using the power of sport and play for development, health and peace.

In 2007, following two year of set-backs due to instability in the region, it set up structured recreation programmes in four camps in Chad to provide constructive activities for young people, fill their time and help them live happier and healthier lives.

The Laureus Sport for Good Foundation supported the expansion of sports-based project activities at the Iridimi camp, located 500 km from the capital N’djamena. Through training coaches and providing the basic infrastructure and equipment, young people there were provided with the opportunity to take part in regular and inclusive sporting activities, including football, volleyball and more traditional Sudanese games, and in so doing, to develop leadership, communication and teamwork skills, as well as greater selfconfidence.

TONY HAWK WITH CHILDREN FROM SIERRA LEONE AT THE RIGHT TO PLAY PROGRAMME

In total, across the four camps, Right to Play, supported by the Laureus Sport for Good Foundation, trained 545 coaches, 48% of who were women, and reached 11,610 young people, 5,021 of whom were girls.

The activities provided not only benefited individuals but also played a key role in mobilising the communities and creating awareness around issues including health, gender violence and personal hygiene. The programmes also helped bring together the refugees and members of the host Chadian communities and prevent the build up of tensions and outbreaks of violence.

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3.1 A FOCUS ON ELITE SPORT Our interviewees reflected their broad ranging experience from across the African continent when they explained that the response of African governments to the potential of sport has been extremely diverse. However, a general trend was acknowledged: that African governments tend to place a higher priority and substantially more funding on developing their elite sport programme, rather than channelling investment into grassroots sports programmes(36).

FOOTBALLERS FROM THE LAUREUS SUPPORTED PROJECT GRUPO DESPORTIVO DE MANICA, MOZAMBIQUE

Investment in elite sport is a necessary and important part of a country’s overall commitment to sport. Indeed, it echoes one of Laureus’ key messages that first-class facilities and sporting role models contribute towards building a culture of participation and endeavour, and creating valuable role models for young people. Moreover, professional sporting success presents an opportunity for African nations to positively showcase their talent and achievements, and develop a sense of national pride and unity. In the words of Elias Musangeya, Senior Development Consultant at UK Sport and former Director General at Zimbabwe Sports and Recreation Commission, ‘elite sport is important in a globalised world, you cannot take it away’.

3. THE PLACE OF SPORT IN AFRICA At Laureus, we see on a daily basis through the projects we fund that sport can make an important contribution to social development and change. We are not alone. African governments, donors, international development institutions, global sports bodies and numerous NGOs have recognised that sport can play an integral part of a new strategy for development in Africa.

Yet although many governments and other organisations are aware of the potential of sport, progress towards integrating sport into the broader development policies and strategies of African countries remains slow and limited in scope. Reasons for this slow movement include a lack of funds to finance infrastructure – partly due to constrained budgets and partly due to sport still not being taken seriously as a mechanism for social change; very limited focus on Sport for All; and the need for better and more robust approaches to measuring and evaluating the positive impact of sports projects.

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These are issues that all of us need to address and work towards resolving in order to capitalise on the immense potential of sport in Africa.

We are at a crossroads: there have been promising signs of change, but concerted action is now needed to ensure that sport achieves the level of investment and support necessary to bring real development benefits to Africa.

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Despite many outstanding success stories both past and present in sports ranging from long distance running to swimming to soccer, according to Pamela Vipond, Deputy Director, IOC – Olympic Solidarity, ‘overall participation rates of African athletes across the full range of world sports are still relatively low, and success is concentrated within a limited number of sports’. Investment in sport is needed to continue and increase the sporting successes of African nations, yet investment at all levels – both grassroots and professional – will produce the greatest results.

As Thierno Diack, CEO of the Olympafrica Foundation, succinctly explains: ‘if the base is small, the top will be small’.

Channelling investment into elite sport without corresponding investment at the grassroots level will not only deny the majority of the population the opportunity to enjoy the benefits of sport, but it also risks failing to nurture the potential stars of the future. Butch James, South African Rugby Union player and Laureus Friend & Ambassador, reflects on how he sees this wasted potential at the grassroots level in his homeland, saying ‘South Africans were born to play sports – it is within every one of them. What they need are the opportunities, facilities and equipment to enable them to benefit from taking part’.

Investment in sport is needed to continue and increase the sporting successes of African nations, yet investment at all levels – both grassroots and professional – will produce the greatest results.

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LAUREUS FRIEND & AMBASSADOR AND SOUTH AFRICAN RUGBY PLAYER, BUTCH JAMES

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3.2 SPORT IN SCHOOLS LAUREUS ACADEMY MEMBER KIP KEINO VISITS NAIROBI SLUMS DURING A VISIT TO MYSA

The most obvious place to introduce children and young people to the benefits of regular physical activity is at school.

With recent rapid increases in primary school enrolments, standing at 74% in sub-Saharan Africa(37), there is now a huge number of children attending school in Africa whose education and life skills could be broadened by quality sport in schools. It may be particularly important for girls, who are less likely to have opportunities to take part in sport outside the school environment. As Elias Musangeya explains, ‘boys have the time to do sport, while girls have to do jobs and chores’.

Therefore greater opportunities for both girls and boys to participate in sport at school would enable them to benefit from some of the positive outcomes of taking part in structured sporting activities.

There are many reasons for the lack of physical education in schools, but a common thread underlying them all is a lack of priority placed on sport, manifested in a lack of funding.

Morné du Plessis, former South African Rugby player and Laureus Academy Member, explains, ‘there are so many needs in my country and all over Africa that when the government is deciding where to allocate funding, you assume that sport will be low down on the list of priorities’. Poul Hansen explains that low prioritisation of sport has resulted in limited expenditure where it counts: ‘P.E. teachers often are not specialised or they don’t have the right equipment’. The lack of facilities, equipment and teachers for sport and physical education often results in the limited time that is allocated to sport in schools rarely being fully utilised(36).

However, stretched education budgets and a focus on academic subjects have left few opportunities for sporting activities in many schools across the continent. As Elias Musangeya explains, ‘the focus is on academic performance and physical education is pushed out to the margins of the school curriculum’, and even when physical activity is scheduled into the school timetable, it is often neglected in favour of other activities. Despite research demonstrating that, after a period of physical activity, children scored higher on tests measuring how well they paid attention(38), ‘a visit to a school in the country will reveal a gross absence of any curriculum intended to develop regular physical activity habits in children and adolescents’(39).

The low prioritisation of sport reflects the competing priorities that face school administrators, curriculum advisors and governments. Yet the growing body of evidence that links sport with improved academic performance, learning skills and life skills(40,41), and the examples given in this report demonstrate that sport’s position should be re-addressed.

Sport should not be viewed as an add-on for school, or an end in itself; play is a child’s right(42) and sport is an integral part of education and preparation for adulthood.

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The key is to provide the environment, infrastructure and facilities to enable young people to play and share the experience of doing sport.

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KIP KEINO, TWO-TIME OLYMPIC GOLD MEDALLIST, CHAIRMAN OF THE KENYAN OLYMPIC COMMITTEE AND LAUREUS ACADEMY MEMBER

CASE STUDY SOWETO SCHOOLS RUGBY PROJECT SOUTH AFRICA Lack of education is a fundamental problem for many children from impoverished homes in Soweto, a huge township near Johannesburg, South Africa. But the Soweto Schools Rugby Project is tackling this issue head-on. Through an innovative programme called Play 2 Learn, the project teaches children subjects on the school curriculum while they are having fun playing rugby.

Not only is the programme sparking an improvement in the children’s academic attainment, it is also helping them to develop personal skills such as teamwork and personal responsibility, to equip them for a good start in life. With this diverse positive impact, the Soweto Schools Rugby Project is already making an important contribution towards closing the gap in the educational opportunities between impoverished and more affluent areas of Johannesburg.

CHILDREN FROM SPORT FOR ALL VISIT THE USA TRAINING CAMP AT THE 2010 FIFA SOUTH AFRICAN WORLD CUP

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FOOTBALL FANS SEEK TO EMULATE THEIR BAFANA BAFANA HEROES AT THE 2010 FIFA SOUTH AFRICAN WORLD CUP

3.3 COMMUNITY SPORTS INFRASTRUCTURE As with schools, community sports in Africa - particularly in rural areas - has historically suffered from extremely limited investment in facilities. This has resulted in very low rates of participation and less diversity of sports on offer in communities. Paola Peacock Friedrich, Programme Development Manager, Football for Hope – 20 Centres for 2010 (FIFA), has seen for herself how ‘communities are crying out for sports infrastructure for young people’. In 1995, a survey conducted by UNESCO in the sixteen least economically developed countries (LEDCs) in Africa showed the limited number and range of facilities per country.

The survey also found that fewer than one out of 800 people was participating in structured sport(43). This equates to 0.01-

The Laureus network is a testament to the life-changing impact that sport can have, even with limited access to quality facilities. Oscar Mwaanga agrees that impact comes from a process of engagement that happens beyond the sphere of physical facilities: 'life skills that are developed through sport come through the process of a participant's subjective interaction with coaches, leaders, parents, team mates, friends and organisations'(44). However, we have also seen the impact and momentum that improvements in facilities can generate for community sports programmes around the world. As such, increased investment in sporting facilities and infrastructure is needed, particularly in marginalised communities with limited access, if we are to fully realise the transformational power of sport.

1% of the population, compared to 20-25% of the population in Europe(36).

SPORTS FACILITIES IN 16 AFRICAN LEDCS (LEAST ECONOMICALLY DEVELOPED COUNTRIES)

CASE STUDY COBAP UGANDA COBAP in Uganda delivers high quality and structured multi-sport programmes (including boxing, football, volleyball) with limited access to good sporting facilities or infrastructure. Their boxing programme, which has produced some of Uganda's best boxers, takes place on an outdoor patch of earth in the centre of a slum in Kampala.

Their football programme, which includes a structured league with regular coaching, takes place on open spaces of land that they have to pay to use.

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For COBAP, a quality multi-sports facility would have a transformative effect on their programme, by reducing their programme running costs and giving them a means of generating income through renting the surface out. It would also have a real impact for the wider communities they serve, by providing a recreational space in an overcrowded slum community with very little space for sport or play, and providing a hub for a range of free, sports-based community projects.

AVERAGE NUMBER PER COUNTRY

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80 70 60 50 40 30 20 10 0

S S S S S S T R K LD EA MS NK NG RT RT RT HE CK OL UR AC OU IE RI IU RI AR RA TR OU OU OU Y PO CO G ITC RB LF AS G T E C C C P N A L S G G N I N I S L L L H L A N X M CK DI LIN NN ING AL AL AL MI AL EB TIC RI BO GY HO YC TE IM TB EYB TB L DB LE AS I C E S E H B O N W A R S S LL SK AT FO HA HO VO BA

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3.4 SOFT EVIDENCE OF IMPACT

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Governments need to recognise the work that we have already done, see the results and then help us do more.

THIERNO DIACK, CEO OF THE OLYMPAFRICA FOUNDATION

A lack of concrete and verifiable data on the impact of sport for development has been a critical barrier to the process of mainstreaming sport into development policy and practice.

Comic Relief policy documents suggest that ‘being a young field, there is a great amount of learning and development required within the sector’. This is a serious concern for those working to secure the place in development projects that sport demonstrably deserves.

CASE STUDY

CASE STUDY

OLYMPAFRICA CENTRES AFRICA Olympafrica centres are simple, low cost sports facilities developed in partnership with local communities, who go on to manage the centres. They meet both sporting and social objectives: providing sports and educational facilities in deprived and often rural areas of Africa, which are managed by communities. They offer a range of sports arenas such as a running track, soccer field and sports unit, alongside multipurpose spaces for local community activities such as agriculture workshops or crafts, and to share information about development initiatives. This offers young people, their parents and others opportunities to participate in sports activities where young talent can be identified and nurtured, as well as facilitating cultural, social and economic learning and sustainable development programmes.

20 CENTRES FOR 2010 SOUTH AFRICA 20 Centres for 2010 is the name of the Official Campaign of the 2010 FIFA World Cup in South Africa. The aim of the campaign is to build twenty Football for Hope centres for public health, education and soccer across Africa and thus ensure a tangible social legacy for African communities long after the final whistle of the World Cup. ‘Sport for development NGOs across Africa are doing great work but many don’t have the necessary space to work in. Our aim is to provide the infrastructure in order to help them grow in scale and reach out to more young people to offer them education and public health interventions’ said Paola Peacock Friedrich, Programme Development Manager of Football for Hope – 20 Centres for 2010 (FIFA).

Since the first Olympafrica centre opened in Senegal in 1990, a further 23 centres have opened; 13 centres are being built and three more centres are due to begin construction this year.

They are good examples of a productive partnership between different organisations and a focus on community ownership, typically involving input and support from communities, local groups and volunteers; the National Olympic Committee (NOC); the national Ministry of Sport; the Olympafrica Foundation; and international Sports Federations, such as the IAAF. The cost of an Olympafrica project is US $180,000, of which $150,000 is provided by the Olympafrica Foundation (ANOCA: $115,000 and Daimler $35,000) and the rest is provided by other stakeholders, including the NOC, local sponsors, local government etc.

The Olympafrica centres are bringing sport to areas and people who might not otherwise have these opportunities, yet only a tiny percentage of the population of any country is served by the facilities available so far. For important sporting initiatives such as this, more substantial and sustained government and donor backing is needed to enable them to fulfil their potential to support the development of a national sporting infrastructure – accessible, valued and utilized by all.

On the ground, we can see the huge benefits of sport, and the way that it has improved the life chances of those who have taken part in our projects. That is not in question. And for some people, this anecdotal and qualitative evidence is enough. As Tommy Clark, Founder and CEO of Grassroot Soccer, explains, ‘Some people get it; they recognise the impact of sport as a soft science’. But without more robust evidence it will be hard to persuade the dissenters. This, then, is a challenge to us at Laureus as much as to other organisations. We need to improve the way we measure and communicate the impact of sport on development objectives.

But we also need the international donor community to recognise the soft evidence impact of sport for development projects.

Elias Musangey argues that ‘the existing qualitative evidence and testimonials from beneficiaries should be considered robust enough’ and Debbie Lye, UK Sport International Development Director & Programme Director of International Inspiration for UK Sport, agrees that the existing evidence of change is so clear that ‘sport does not have to prove itself’.

Indeed, a growing number of donors, including Comic Relief, have now recognised that although traditional outcome measurement is limited, sports projects are producing such important results that they clearly qualify for more funding (see section 4.2).

Yet the number of funders and the scale of funding remains extremely limited, with little recognition among mainstream development funders of the cross-cutting nature and impact of sports projects. The challenge for all donors, then, is to increase funding for quality sports projects and to ensure that this funding extends to building strong and credible research to evaluate and articulate their impact, and then making the results of this research and evaluation publicly available, for other organisations to learn from.

The infrastructure will consist of a building with rooms to provide public health services and informal education, communal space for social gatherings, office space and a small artificial turf pitch (40x20m). The entire project is expected to cost US $10 million and FIFA is contributing $500 for every goal scored during the World Cup (minimum $1 million) and hopes to raise the remaining funds through targeted alliances and co-operations.

The campaign is being delivered in partnership with Streetfootballworld and its network of organisations involved in the field of development through soccer. Crucially, the communities where the centres are based have been involved from the very first step and, wherever possible, the local workforce has been brought in to carry out the construction work. It is hoped that this will ensure the long term sustainability of the centres.

PARTICIPANTS FROM THE GRUPO DESPORTIVO DE MANICA PROJECT BASED IN MOZAMBIQUE VISIT JOHANNESBURG

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YOUNGSTERS FROM THE LAUREUS SUPPORTED SOWETO RUGBY PROGRAMME IN SOUTH AFRICA

DIKEMBE MUTOMBO PROFESSIONAL BASKETBALL PLAYER AND WINNER OF THE LAUREUS SPORT FOR GOOD AWARD 2010

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On seeing the headlines, Koss admits that he questioned whether he was doing the right thing. However, when he arrived in Asmara in Eritrea and was greeted by 100,000 very excited children, men and women, the doubt vanished from his mind. President Isaias of Eritrea said, ‘this is the most beautiful gift we have ever received. Finally, we are being seen as human beings. We are more than mouths to feed, more than people dying who must be kept alive. We are people. We, too, have dreams and we hope for a better future.’ Johann Koss recognises that sports equipment alone is not going to tackle the many complex problems facing the poorest nations, but it can make ‘a crucial contribution’, accelerating social change, transforming and uniting communities and ‘giving people back a sense of dignity’.

Shortly afterwards, Koss went on to found Right To Play, an organisation that works in some of the most disadvantaged areas of the world using the power of sport and play for development, health and peace.

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This is the most beautiful gift we have ever received.

Finally, we are being seen as human beings. We are more than mouths to feed, more than people dying who must be kept alive. We are people. We, too, have dreams and we hope for a better future.

PRESIDENT ISAIAS OF ERITREA

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CASE STUDY JOHANN KOSS ERITREA - NORTH EAST AFRICA Olympic gold medallist and world record breaker Johann Koss set out for Eritrea in 1994 with an aeroplane full of sports equipment for the young people there. Many people thought he was crazy and Aftenposten, Norway’s biggest newspaper, published the headline: ‘Koss is bringing sports equipment to starving children – what an idiot.’

In recent years, there have been encouraging steps towards a more widespread recognition of the role that sport can play as a tool for community and national development in Africa(44).

For example, in 2001, the United Nations appointed its first ever advisor on Sport for Development and Peace and the Inter-Agency Task Force on Sport for Development, set up in 2003, has significantly raised the profile of sport for development. Nonetheless, it has taken a considerable time to reach this point, when we consider that sport was first recognised as a means of contributing towards national development as far back as the 1920s(45).

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Africa has the chance through you to take the bull by the horn and put her sporting house in order. Africa has the chance here and now to use sport as a catalyst for continental integration and development.

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SANI NDANUSA MINISTER OF SPORTS, NIGERIA, AND CHAIRMAN NATIONAL SPORTS COMMISSION, SPEAKING AT THE AFRICAN UNION CONFERENCE OF MINISTERS OF SPORT, 2008

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All I wanted to do was change the living conditions of the people in Africa. It's been very hard for me, everyday as I played basketball, to see how many millions of children continued to die on the continent of Africa. More than 1.5 million children keep dying from malaria...And women continue to die from child delivery...If we are not putting in an effort to save these women and children, our world will continue to suffer.

DIKEMBE MUTOMBO, RETIRED CONGOLESE AMERICAN PROFESSIONAL BASKETBALL PLAYER AND WINNER OF THE LAUREUS SPORT FOR GOOD AWARD 2010

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4.1 AFRICAN GOVERNMENTS The African Union has begun to take steps to harmonise and coordinate the development programmes of its member states and to lay the foundations of a ‘concerted development strategy for sports activity in Africa’(46). This follows the publication of reports by the United Nations that thoroughly analysed and documented the contribution that sport can make towards achieving the Millennium Development Goals(3).

The African Union has released a draft Sport Policy Framework for Africa, which aims to ‘promote participation and excellence, build capacity and promote ethics and value for sport in Africa’(46). The strategy makes a number of recommendations for promoting Sport for All, using sport to support education, health and peace within communities, and improving national elite sports programmes. However, the onus remains on individual governments to develop national action plans, and at the moment there is little incentive or encouragement for them to do it.

Several African governments are leading the way in taking official steps towards integrating sport into their national development strategy – the challenge is to put this into action.

Niger(47), Sierra Leone(48), Central African Republic(49),

As Paola Peacock Friedrich, explains, ‘at the start, the Ministries of Health and Education weren’t sure why we were there; but we got a very good response once they understood what sport can do’. She and our interviewees from MYSA and Moving the Goalposts all agreed that although they valued the support of various government departments, there needs to be more cross-departmental collaboration and an improved understanding of the role and potential of sport. National sport therefore needs more support from those with the influence and credibility to create a step change in opportunities for the whole population, and it needs more support from different departments working together to bring about its potential benefits. As Bob Munroe emphasises, ‘the sport for development sector needs and deserves more government support. Governments need to recognise sport as an important inter-departmental tool for helping accelerate local to national development’.

If sport is recognised and celebrated not just as an end in itself, but as a means of achieving widespread and sustained social change, then the arguments in favour of more investment in grassroots sport become harder to ignore.

Previous Laureus research reports have sought to show that there are few departments of government which could not seek to achieve their aims and objectives using grassroots sport as part of a mixture of measures. Indeed, a recent UN publication on the potential of sport to achieve the Millennium Development Goals explicitly called for governments to incorporate well-designed sport programmes into national plans to achieve development and peace and gave practical policy(7).

The challenge now is to identify the best means of supporting African governments to incorporate quality sports initiatives into national and regional development plans, and to encourage those that have already made such plans to follow up on their commitments and grant sufficient physical and practical support to secure expansion, quality and success in grassroots sport.

YOUNG GIRLS FROM MOVING THE GOALPOSTS PROJECT IN SOUTH AFRICA

Zambia, for example, has integrated sport into the objectives of its Fifth National Development Plan (2006-2011), in terms of enabling disabled citizens to reach their full potential, upholding a child’s right to play, promoting the use of sport as a development tool particularly for tackling HIV/AIDS and youth crime, and building and reviving youth sport infrastructure to ensure that it is more widely accessible(52).

However, these examples of policy change are the exception, and some studies have found that written policies committing to an expansion of inclusive sports initiatives does not necessarily translate into reality(53). In 2009, the Zambian Ministry of Sport, Youth and Child Development was allocated only 0.15% (22,860,190,713 ZMK) of the budget(54); in Burkina Faso the Ministère des Sports et des Loisirs received a slightly higher 0.29% (XOF 1,772,263,136) of the amount committed in the 2008 fiscal budget(55); and although the highest of the three examples, Kenya was still only allocated 1.09% (Kshs Million 2,719) to Youth Affairs and Sports in the first quarter of 2009(56). Moreover, government departments without direct responsibility for sport are largely still unaware of the wider potential of sport to benefit other areas, including the achievement of some of their own objectives.

Rwanda(50), Mozambique(51) and Zambia(52) have all recognised the role of sport in bringing about development benefits in their Poverty Reduction Strategy Papers, Progress Reports and National Development Plans.

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4.2 NON-GOVERNMENTAL ORGANISATIONS There is a growing number of innovative and successful sport for development NGOs in African countries that have been set up to use structured sporting activities as a mechanism for tackling challenging social issues. Over the years, many of these organisations such as Grassroot Soccer, the Mathare Youth Sports Association and Coaching for Hope have developed the variety and reach of their programmes and are now gaining recognition amongst national and international decision makers and donors ranging from Adidas to the WHO, and from the FA to USAID. The expansion of the sector and growth of these organisations has been helped by the development of networks such as the Streetfootballworld Network, which is linking different stakeholders in the field of development through soccer, and the Sport for Social Change network in East Africa, which as Sarah Forde points out ‘is helping organisations to share best practice and learning’.

However, the power of sport to bring about change, and reach otherwise disengaged groups and individuals, means that sports programmes have the potential to bring huge benefits when integrated into the programmes of existing, wealthy development delivery organisations. Yet few NGOs have realised this potential, or taken concerted steps to use the power of sport to strengthen existing activities.

There are some important exceptions, such as CARE USA and OrphanAid Africa, which have set new ground by recognising the part that structured sport or physical activities can play within their programmes and taken steps to introduce effective projects. CARE USA tackles poverty through promoting gender equality, improving basic education, preventing the spread of HIV, increasing access to clean water and sanitation, and expanding economic opportunities – and it has recognised the relevance of sport to these objectives.

It has introduced a Sport for Social Change Initiative that ‘uses the convening power of sport’ to tackle the ‘underlying causes of poverty, and place special emphasis on working with women and girls to create lasting social change’(58). By integrating sport into existing programmes, CARE USA has set itself apart from many NGOs that have yet to recognise the potential of sport to target their own objectives – whether education, health, environment, or other issues. David Danylewich, Director of International Programmes for Right to Play, agrees that many of these organisations ‘still think that sport is a second order intervention’.

CASE STUDY ORPHANAID AFRICA Extreme poverty, fatal illness and disease such as malaria, HIV/AIDS and tuberculosis, and increasing rural-to-urban migration have left a huge number of Ghanaian children orphaned, abandoned or otherwise vulnerable.

Founded in 2002, OrphanAid Africa is working to protect and support these children, ensuring that they grow up in healthy, nurturing environments that provide the care, protection, education and support that they need to fulfil their potential.

OrphanAid Ghana uses a range of strategies to support vulnerable children, and among these approaches is sport.

Sport is proving itself to be a powerful tool in meeting the objective of supporting and empowering vulnerable children: through the structure of a team, children are given the opportunity to feel part of a unit, to create an identity, to build friendships and meet role models. Alongside the sports activities, they also learn about issues such as HIV, improve their literacy, and learn discipline, respect and social skills. In essence, the team structure of sports activities is creating a substitute family for children with weak or nonexistent familial support structure, helping them grow into young adults with skills, knowledge and a vitally important support network.

LAUREUS ACADEMY MEMBER MARCEL DESAILLY AT ORPHANAID, GHANA: HIS COUNTRY OF BIRTH

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LAUREUS ACADEMY MEMBER MARCEL DESAILLY WITH PARTICIPANTS FROM ORPHANAID AFRICA

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Soccer stars are the most powerful role models for young people today …so it’s fantastic that organisations like Grassroot Soccer are harnessing that power to educate young people about HIV.

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ELTON JOHN, MARCH 2010

4.3 DONORS In recent years, institutional, private and corporate donors have all begun to focus their efforts towards the huge potential of sport to help tackle poverty, inequality, disease, lack of opportunity and other critical development issues in Africa. Grant makers that actively support development through sport in Africa include the Norwegian Agency for Development Cooperation (NORAD), the International Alliance for Youth Sports (IAYS), the International Sport and Culture Association (ISCA), Canadian Heritage (PCH), the Australian Sports Commission (ASC) and USAID supporting CARE USA to use sport to teach life skills to vulnerable young people(60) and to achieve a range of other objectives including women’s empowerment(61).

As the amount of evidence proving the effectiveness of sport for development increases, it is likely that more NGOs will start to recognise where and how it could be integrated into their programmes. However, the challenge is to accelerate this process and call on more development organisations to recognise the cross-cutting nature of sport and incorporate it into their existing programmes.

It is clear from existing sport for development organisations and the new projects implemented by CARE USA and OrphanAid Africa that this can be done very successfully.

Sport provides development NGOs with a tool to help them achieve their objectives, from upholding women’s rights, to preventing the spread of HIV/AIDS amongst young people; from uniting divided communities, to giving young people the self-confidence, self-belief and drive to find their own path out of poverty. What is more, while ‘expectations that NGOs collectively have the capacity to effect widespread social change are overambitious’(59), their expertise and experience of development and measuring and evaluating the outcomes of their programmes, would help to garner momentum for sport as a tool for development and encourage the involvement of other stakeholders in this process.

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Other high profile investments in sport for development include The Bill and Melinda Gates Foundation and the Elton John AIDS Foundation supporting Grassroot Soccer with its HIV/AIDS awareness sports programmes. In 2010, Comic Relief launched a new Sport for Change funding stream, which includes support for smaller sport for development projects that are using new and innovative techniques in order to support the development of the sector as a whole.

Sport for development is now on the radar of some international donors but, to date, the extent of funding and the number of major donors committing support for or acknowledging the role of sport for development has been limited. The overwhelming consensus from the people we interviewed for this report was that the lack of quantitative evidence to demonstrate the positive outcomes of sport is one of the greatest limiting factors for funding. Annemarie Elsom, Sport for Change Manager at Comic Relief, explains that ‘the evidence base is a limiting factor for international development organisations and governments – sport is up against other methods of development with stronger evidence bases’. NGOs, such as Grassroot Soccer, that have successfully secured major donors tend to have a strong focus on ‘rigorous monitoring and evaluation’, built into programmes from the start(19).

IVORY COAST FOOTBALL STAR, DIDIER DROGBA

Fred Coalter is of the opinion that ‘in the context of sport-indevelopment projects it is essential that Monitoring & Evaluation play a central role in learning and development’(62).

Many of these NGOs promote awareness of HIV and AIDS, and as a result, there is a growing body of robust qualitative evidence of the potential impact of sport as a tool for raising awareness of HIV and AIDS, enabling Grassroot Soccer and other NGOs working in this field, to secure significant funding from donors that are targeting this particular development issue. Tommy Clark explains, ‘funders won’t fall in love with sport for the sake of it, only if the outcomes match their own.’

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We recognise the role that we can play in driving forward the sport for development agenda and the role that sport for development can play in helping us to achieve our objectives.

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GEORGES KERN, CEO, IWC SCHAFFHAUSEN

Institutional and private donor support for sport-based HIV and AIDS awareness projects is growing, but, as outlined earlier in this report, evidence shows that sport can impact a huge range of other development outcomes as well(6).

However, many of these other outcomes do not easily lend themselves to traditional quantitative monitoring and evaluation. Indeed, the new Comic Relief funding stream for sport is addressing this issue by devoting some of its efforts ‘to support further learning about the impact of sport programmes’(63) and the strategy aims to inspire other funders and perhaps governments to integrate sport into existing development programmes.

Corporate donors have typically demonstrated more flexibility and a greater desire to invest in innovative sport for development projects than the NGO sector. Although corporate donors are always keen to ensure that the programmes that they are supporting are delivering strong and positive outcomes, David Danylewich explains that ‘although companies increasingly have in-house development experts, they are less prescriptive about outcomes or partnership expectations’. This is largely due to the fact that they are not so bound by fixed and long-established guidelines or limited by charity law regulations. Sarah Forde adds that ‘corporate supporters are sometimes more interested in the concept of a project and sport can be seen as something visible, popular and therefore appealing for them to support'.

The Founding and Global Partners of Laureus have made sport for development a key focus of their corporate responsibility strategies. Mercedes-Benz and IWC Schaffhausen have recognised the benefits - both to their brands and more widely within the communities that they operate - of investing in innovative sport for development programmes. Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars and Laureus Executive Director comments 'over the past ten years, our commitment to the Laureus Sport for Good Foundation has developed into an important and exciting example of what we mean by corporate social responsibility.

Through Sport for Good, we help enable social progress by placing a priority on children and youth and focusing our efforts in parts of the world where meaningful change is most needed.’ Wilfried Steffen, President & CEO of Mercedes-Benz UK says 'we believe very much in the power of sport to effect social change and this is an important part of our corporate social responsibility initiative...we look forward to playing an even bigger part in Laureus' activities in the future'.

Notably, companies for whom sport is at the heart of their core business are often active supporters of programmes that use sport for social change. Nike, for example, is actively supporting programmes that use Sport for Social Change(64).

Through a series of grassroots and strategic partnerships, such as its Nine Million Campaign(65) with the UNHCR, and its support of the Homeless World Cup(66), the company aspires to give all young people access to sport. In Africa, Nike has particularly focused on projects that tackle HIV/AIDS through soccer such as Grassroot Soccer across southern Africa, the Kalusha Bwalya Foundation in Zambia, the Kids League in Uganda, AKWOS in Rwanda, and MYSA in Kenya. ‘Each of these programmes and partnerships provides us with an opportunity to engage with our consumers to educate and invite them to support the fight against HIV/AIDS – not just in Africa, but wherever they are experiencing the Nike brand globally’(67).

MARCEL DESAILLY RUNNING A SPORTS COACHING CLINIC HELD IN PARTNERSHIP WITH VODAFONE AND LAUREUS AT THE NATIONAL STADIUM FOR YOUNG TALENTED FOOTBALLERS FROM GHANA

Similarly, the Adi Dassler Fund, the charitable initiative of adidas, has teamed up with Right to Play and makes financial and product donations to support programmes that use sport to help young people all over the world. Projects include Score in South Africa, Zambia and Namibia, and Coaching for Hope in Mali, Burkina Faso and South Africa. Adidas financial aid has funded the creation of three Adidas soccer leagues in South Africa, Mali and Burkina Faso, which Adidas staff have since visited. The funding has also enabled Coaching for Hope to set up the first disability coaching course in Mali which promotes the development of soccer among a group in the community that faces particular challenges(68).

Although there is a body of corporate donors who have a track record of investment in this field, there does need to be clearer evaluation of programme outcomes so that donors from other fields can see the many and varied benefits of sport for development.

MARCEL DESAILLY, MICHAEL JOHNSON, BOB MUNRO AND GEORGES KERN

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4.4 SPONSORS Sponsorship of sporting events is one of the most popular avenues for companies who want to raise the profile of their brands and communicate their brand values to potential customers(69). In 2008, the size of the global sponsorship market was estimated at $43 billion, 79% of which was accounted for by sports sponsorship alone(70). This is not surprising, given that sponsorship of high profile sporting events typically delivers a range of benefits, including increased consumer awareness, higher levels of brand recognition, loyalty and affinity, and changed purchasing patterns.

The main attraction for companies is that their brands are inextricably linked to something that consumers are passionate about and therefore more often than not the brand recognition is positive. Daragh Persse, Global Head of Sponsorship, Cause Marketing and Media at Vodafone, says that for Vodafone ‘sponsoring the England cricket team creates a positive feeling towards the brand from its customers because of the passion the game generates and the emotional attachment to it’(71). ‘However, beyond this we are starting to push forward in a new direction empowering our customers through our technology in order to enable and facilitate mass participation and involvement in sport’.

Shaun Whatling, CEO of the strategic sponsorship agency Red Mandarin agrees that the traditional sponsorship model is losing its appeal for many sponsors. 'The last thing many brands need is more logo exposure. In developed markets, they need people to relate to the brand.' Even within the traditional model, ‘aligning with issues of broader social relevance that can be used to extend the reach of the sponsorship to more people', which is one of the challenges facing sponsors of major sporting events. Steve Cumming, Director of Sponsorship PR & Events at Diageo, whose brands sponsor Formula One, the Rugby World Cup, and Manchester United, says that ‘there is increasing pressure on companies to be good corporate citizens’. Reflecting this pressure, commercial sponsors have developed bespoke grassroots sport programmes or invested in existing community sport projects to counterbalance their investment in major sporting events.

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For example, Barclays sponsors the UK Premiership and simultaneously runs Spaces for Sport. Spaces for Sport creates sustainable sports facilities in disadvantaged communities across the UK, and is now broadening its remit to include projects in South Africa, Zambia and the USA. Coca-Cola sponsors the World Cup and the Olympics and also runs grassroots programmes to raise the standards of physical activity around the world. However, in general, the amount of grassroots investment in sport by a corporate sponsor will represent only a small proportion of the total sponsorship activation budget.

However, the explicit association between this grassroots investment and the event sponsorship is often not made clear in communications around the event. Whilst companies recognise that consumers expect them to counterbalance their major event sponsorship with grassroots investment, this is rarely communicated through the brand communications at or around the event itself. Similarly, the grassroots investment is frequently communicated without reference to the company’s major event sponsorship.

There is increasing pressure on companies to be good corporate citizens.

STEVE CUMMING, DIRECTOR OF SPONSORSHIP PR & EVENTS AT DIAGEO

2008 WORLD CHAMPION LEWIS HAMILTON IN HIS VODAFONE MCLAREN MERCEDES FORMULA 1 CAR

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In the current climate, with the new mood ushered in by the economic crisis, brands are increasingly conscious that their behaviour is under scrutiny, and that sponsorship needs to communicate their values.

SHAUN WHATLING

4.5 GLOBAL SPORTING INSTITUTIONS Global sporting institutions, especially those such as FIFA and the IOC who organise larger sporting events which have mass appeal and take place on a regular basis, are under an immense amount of pressure to leave behind a positive economic, social and environmental legacy from the events that they stage. The important thing is to create ‘an event not only good for a few people but good for everyone’(72).

The importance of this legacy is recognised in the increasing stress placed on the way a host nation plans to manage the legacy in its bid, and in the media scrutiny of the actual legacy of events such as the World Cup or the Olympics in the host country.

ROBIN VAN PERSIE AFTER HOLLAND'S DEFEAT AGAINST SPAIN IN THE FIFA WORLD CUP FINAL, SOUTH AFRICA

According to Shaun Whatling, this is a ‘missed opportunity'.

He observes that ‘in the current climate, with the new mood ushered in by the economic crisis, brands are increasingly conscious that their behaviour is under scrutiny, and that sponsorship needs to communicate their values’. He also believes that 'the tide is turning and, whilst a coming together of CSR and sponsorship is not imminent, it is certainly on the horizon’. Steve Cumming also agrees that ‘this is a hot debate within the industry at the moment’. Nigel Geach, director of IFM Sports Marketing Surveys draws attention to brands which already started to try and make the link. Brands with high levels of consumer awareness, such as McDonald’s and CocaCola, want to be ‘seen as using the strength of their brands to develop and help put money funding kids at grass-roots levels’ to boost their positive image and reputation(70).

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The sports sponsorship industry is large in size and value but to date, only a small proportion of this value has been channelled through grassroots programmes or partnerships.

Brands have a powerful voice and influence with many different stakeholders but this has not yet been used effectively to leverage support for sport as a tool for development. A clearer expression of the link between grassroots investment in sport and the event sponsorship would help drive forward corporate investment in sport for development and this in turn would boost the brands’ reputations and set them apart from their competitors as good corporate citizens. What is more, investment in well run sustainable development projects creates stronger, fitter and healthier societies, which ultimately means a better market place for them in the future.

Event legacies can be divided into two main categories: tangible legacies, derived from investment in infrastructures and facilities and the associated effects on employment, tourism and transportation systems, and intangible legacies encompassing the ‘values, knowledge and experience that the organisation of a great event bequeaths to the territory.’(71) In the past, while questions about the impact of major sporting events on economies, infrastructure and education were debated regularly, the impact of their social impact or intangible legacy was rarely discussed(73). However, in recent years, global sporting institutions have increasingly been focusing on their intangible legacy through grassroots investment in sport. Jane Carter recognises that ‘sports federations and institutions are starting to recognise their social responsibility’.

To date this has been driven by the institutions themselves.

FIFA has built up its Football for Hope movement and its 20 centres for 2010 programme (section 3.1) will be a core part of the legacy of the 2010 World Cup in South Africa.

A central strand of the London 2012 Olympic legacy is its commitment to enrich the lives of 12 million young people to participate in sport not only in the United Kingdom but in twenty countries round the world ‘through the power of highquality and inclusive physical education, sport and play’.

Nawal El Moutawakel, Laureus Academy Member and President of the evaluation commissions for the selection of the host city for the 2012 and 2016 Summer Olympic Games, remarks that ‘London’s bid for the 2012 Olympic Games really stood out due to the ambitious nature of its plans to reach out to young people all over the world’.

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The World Cup (2010) has to have some lasting meaning. One of the ways that it can is to have a structured programme to improve soccer for a start but all sports in general.

MORNE DU PLESSIS, FORMER SOUTH AFRICAN RUGBY PLAYER AND LAUREUS ACADEMY MEMBER

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THE SPECTACULAR OPENING CEREMONY AT THE FIFA WORLD CUP IN SOUTH AFRICA

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THE NETHERLANDS AND SPAIN FINAL AT SOCCER CITY STADIUM, SOUTH AFRICA

The 1992 Barcelona Olympic Games is an example of how, ‘if properly managed and marketed’ the Games ‘can generate significant growth over a long period of time’ and ‘bring a number of positive long-term benefits to the rest of the country as a whole’(78). However, a lack of forward planning can lead to the situation that Athens found itself in after the Olympic Games in 2004. As soon as four years after the event, 21 of the 22 venues were abandoned, today there are very few signs of the urban renewal that was promised by the organisers and Greek taxpayers are still footing the bill which was far and above the original budget forecasts(79). These lessons have not gone unheeded and the general view is that problems can be avoided through reaching an understanding by all stakeholders and constituencies at the start; one based on recognition and knowledge of what is truly best for the country.

While the increase in grassroots investment by global sporting institutions such as FIFA and the IOC is very positive, this is on a small scale compared to the contribution that they are making in partnership with host cities and countries to the development of infrastructure through sport by putting on the event in the first place. The process from the earliest stages of the bid process through to the management of long-term legacy programmes after the event has the potential to bring together government officials, commercial sponsors, NGOs, sportsmen and women, and the general public in order to achieve shared goals.

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Bidding cities and countries are also starting to emphasise the delivery of a sustained social legacy within their bids. The recently submitted England 2018 World Cup Bid Book stresses that ‘the most compelling reason’ for England to stage the FIFA World Cup is that the event will deliver ‘truly sustainable soccer, social and environmental legacy programmes around the world’(77).

Global sporting institutions, such as FIFA or the IOC, are in a position to push for this ‘consensus’. Not only do they bring together a number of different stakeholders, including commercial sponsors, governments, sports stars, NGOs and communities at a point in time and with a single focus, but they own the rights to events that excite and inspire billions of people around the world. By using their position of influence to a greater extent they could drive forward development through sport. They are well-positioned to enable and ensure that intangible and tangible legacies are secured through planning from the outset.

By using their position of influence to a greater extent they could drive forward development through sport.

TRACEY MILES OF GREAT BRITIAN CAPTURED HIGH OVER THE SAGRADA FAMILIA DURING A DIVING COMPETITION PRIOR TO THE BARCELONA OLYMPICS 1992

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If properly managed and marketed’ the Games ‘can generate significant growth over a long period of time’ and ‘bring a number of positive long-term benefits to the rest of the country as a whole.

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THE 1992 BARCELONA OLYMPIC GAMES

CASE STUDY BARCELONA OLYMPICS Barcelona was the host city for the Olympic Games in 1992 and these are often cited as one of the best examples of how the games can bring long term social and environmental success to a city and its inhabitants. The planning of the Barcelona Games of 1992 became part of an overall strategy developed in the post-Franco era of the 1970’s in order to give the city back to the people after years of dictatorship rule and especially to stop the city turning its back on the sea. The city used the Olympic Games to implement an ‘imaginative, wideranging urban renewal plan that transformed its decaying industrial fabric into the gorgeous seaside city’ of today(75).

Barcelona invested $8 billion in a ring road, a new airport and telecommunications system and an improved sewage system.

The ‘filthy harbour and port area were transformed by a $2.4 billion waterfront development’(75) and tourism, which accounted for 1-2% of the country’s GDP before the Olympics rose to 12% in the decade following the games.

Pasqual Maragall, former Mayor of Barcelona says ‘you’ve got to use the Olympics to produce change, otherwise it is a lost opportunity.’

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5. TIME TO ACT

5. TIME TO ACT Sport for development projects in Africa, including the many innovative and successful projects described in this report, are producing real results on the ground – transforming people’s lives through improved wellbeing, skills and confidence; and promoting education and awareness, inclusion and equality, and unity and cohesion within communities and among people who might not otherwise participate or benefit from existing development initiatives.

These projects are only the beginning. The positive and credible steps being taken by some African governments, donors, sponsors, global sporting institutions, NGOs and communities reflect growing recognition of the significant but as yet under-utilized role of sport in development.

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We, as a community of donors, policy-makers, sponsors, NGOs, local people and other stakeholders, urgently need to accelerate this emerging consensus. The attention on South Africa for the World Cup has provided us with the opportunity to make this step change and ensure that sport is a key part of any development strategy; to join forces and deliver real change that will benefit millions of people all over the world. We cannot let this moment pass us by.

We believe that it is time for sport to take its rightful place at the heart of development – not as the only solution to the development challenges facing Africa, but as part of a new strategy to use multiple effective delivery methods to deliver positive change, support and opportunity to all, especially the most vulnerable. Sport is and must be part of the solution.

THIS IS OUR CALL TO ACTION. www.sportforgood.org

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5. TIME TO ACT

ENGLAND FOOTBALL LEGEND DAVID BECKHAM MEETS LAUREUS YOUNGSTERS DURING A VISIT TO THE ENGLAND TRAINING CAMP

African Governments To officially recognise sport as a powerful mechanism for effecting real and lasting social change, and correspondingly to increase funding for community and school sport.

To recognise that sport cuts across sectors, and is a solution for many development needs, and to therefore promote sport to all departments and to aid coordination between the Ministry of Sport and other Ministries.

To work with NGOs, development agencies, donors, global sporting institutions and businesses to tackle development challenges through sport.

International development organisationss To continue to implement innovative sport for development projects To increase coordination and lesson sharing between sport for development projects To devote more effort to providing evidence of the outcomes of sport for development For those organisations without sport in existing projects to engage with the debate, assess how sport can benefit their own projects, and then to commit to integrate sport into their existing programmes in order to bring the benefits of development to more people.

Donors To increase funding for organisations implementing quality sport for development projects.

To support and encourage NGOs wishing to integrate sport into existing development projects.

To find new ways to assess the quality and impact of sports projects for which ‘soft’ outcomes are not easily quantified, and to support increased monitoring and evaluation of project outcomes.

To work with governments, other donors and development organisations, global sporting institutions and businesses, to realise a more widespread use of sport for development in Africa.

www.laureus.com

Sports sponsors To recognise the importance and the potential value of sport at all ends of the spectrum: from elite sport to grassroots sport.

To integrate Sport for All into sponsorship activation plans and ensure that the link is made clear through brand communications.

To set targets for grassroots sport investments in relation to sports sponsorship budgets.

To leverage influence and outreach activities to raise awareness about the potential of sport as a tool for development.

To bring together different stakeholders and encourage them to play a role in promoting and achieving a more widespread use of sport for development.

Global sporting institutions To use their influence to promote the potential of sport beyond elite sport.

To encourage a more coordinated approach between stakeholders and to generate momentum and support for sport for development.

To engage and encourage leading sportsmen and women to support and endorse Sport for Development in Africa.

To ensure local communities participate and benefit from sporting events in their countries.

To work with governments, NGOs and development organisations to extend the reach of their development programmes and ensure that the focus is on sustainability.

To be champions for the role of sport in development.

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We cannot change the world overnight but we can start one playing field at a time.

NAWAL EL MOUTAWAKEL, THE FIRST AFRICAN MUSLIM WOMAN TO WIN AN OLYMPIC GOLD MEDAL AND MEMBER OF THE LAUREUS ACADEMY

www.sportforgood.org

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6. OUR OWN FIVE YEAR PLAN

CHILDREN INSPIRED BY LAUREUS ACADEMY MEMBER TONY HAWK AT THE INDIGO YOUTH MOVEMENT IN SOUTH AFRICA

6. OUR OWN FIVE YEAR PLAN The Laureus Sport for Good Foundation is an apolitical charitable movement that uses the positive influence of sport to tackle society's most pressing challenges around the globe, supporting projects on every continent. It was founded in 2000 on the belief that whatever the social problem facing a community – be it drugs, HIV/AIDS or sectarianism – sport provides an effective vehicle through which transformation can happen. The Foundation’s aim therefore is to fund and promote the use of sport as a tool for positive change.

The work of the Foundation is supported by 46 world-class athletes of the Laureus World Sports Academy who support the Foundation’s work, lending their time and profile. We want to capitalise on the enthusiasm, commitment and global reach of our Academy Members – such as Michael Johnson, Boris Becker, Sebastian Coe, Tony Hawk, Nawal El Moutawakel, Franz Beckenbauer, Bobby Charlton, Marcel Desailly and many others – to extend the benefits of sport in Africa.

We, the Laureus Sport for Good Foundation, recognise the role that we have to play in facilitating and supporting sport to take its rightful place at the heart of development policy and practice in Africa. Therefore we have set ourselves five goals to be achieved over the next five years:

To support exceptional and innovative sports projects across Africa: we will continue to support the most innovative and the most effective sports programmes to act as beacons of the power of sport for good, inspiring other donors and institutions across the world. We will relocate a member of the Global Foundation team to Africa to work closely with our projects there. We will also work to create strategic partnerships, grow organisational capacity and encourage the sharing of learning in order to enable the sector to evolve and expand of its own accord.

To evaluate the impact of our projects: we are committed to supporting our projects measure and evaluate their programmes to increase the quality of evidence available and support its publication and communication to the sector as a whole.

To develop a sport for development accreditation system and standard: through identifying the key criteria and establishing a universal standard, we aim to inspire confidence amongst different stakeholders, providing a gold standard for the effectiveness of projects.

To create the world’s first Sport for Development Academy: developed in partnership with the Mathare Youth Sports Association, the Academy will be a unique facility for learning and training on all the elements involved in setting up and running an effective sport for development programme, in order to nurture the social entrepreneurs of tomorrow.

To establish an annual forum: by bringing stakeholders together on a regular basis, we aim to facilitate lesson sharing and an improved culture of working together within the sector.

www.laureus.com

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Sport provides an effective vehicle through which transformation can happen.

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Empowering Youth (ITSPLEY) Quarterly Programmatic Report: 1 April 2009 through 30 June 2009, CARE USA with Better Care Network, online at: http://pdf.usaid.gov/pdf_docs/PDACO265.pdf 62 Coalter, F. (2006) Sport-in-Development: A Monitoring and Evaluation Manual, UK Sport 63 Comic Relief (2010) International Sport for Change Programme Strategy 2010-12, online at: http://assets.comicrelief.com/cr09/docs/CR_Int_Sport_for_Change_201012_A4__2_.pdf

Souchard Y, Division de la Jeunesse et des Activités Sportives

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WHAT SPORT CAN DO FOR AFRICA & WHAT AFRICA CAN DO FOR SPORT

FANS CHEERING AT THE 2010 FIFA WORLD CUP IN SOUTH AFRICA

WITH THANKS TO LAUREUS SUPPORTED PROJECTS IN AFRICA. 1.

2.

3.

4.

Buffalo City Soccer School – South Africa Coaching for Hope – Mali Community Based AIDS Programme - Uganda Development of Sports and Rights for People with Disabilities – Rwanda 5. Fight With Insight –South Africa 6. Free The Youth –South Africa 7.

Grassroot Soccer – Africa 8. Grupo Desportivo de Manica – Mozambique 9. Indigo Youth Movement –South Africa 10. Johannesburg Cubs – South Africa 11. Kick4Life – Lesotho 12. Little Champs – South Africa 13. Lungisani Indlela – South Africa 14. Makomba-Ndlela Youth Movement – South Africa 15. Mathare Youth Sports Association (MYSA) – Kenya 16. Moving the Goalposts – Kenya 17. OrphanAid Africa – Ghana 18. PeacePlayers International – South Africa 19. Rumbek Youth Sports Association (RYSA) – Sudan 20. Soweto Schools Rugby Programme – South Africa 21. Sport for All – South Africa

www.laureus.com

www.sportforgood.org

LAUREUS SPORT FOR GOOD FOUNDATION 460 Fulham Road, London SW6 1BZ United Kingdom Tel: +44 (0)20 7514 2762 Fax: +44 (0)20 7514 2837 www.laureus.com/foundation www.laureusarchive.com and A joint venture partnership founded by Registered Office: Laureus Sport for Good Foundation, 15 Hill Street, London W1J 5QT United Kingdom.

Registered in England No. 05083331 Registered Charity No. 1111364