I’m in Sydney, almost exactly five years to the day that this splendid city hosted what were largely considered to be one of the most successful Olympics (and Paralympics) of recent times…and I’ve arrived here from Melbourne, another great city busily preparing itself for the Commonwealth Games next March. As good a reason as any to muse over the London decision and what it means for Briefing reader, now, and in 2012.
Sydney 2000 prompts a kaleidoscope of thoughts…the extraordinary success of the home country’s athletes across a wide range of events…the magnificent facilities, stadia and transport infrastructure, all ready on time…. the pivotal role played by the games volunteer army, their competence, commitment and sheer enthusiasm hard to do justice to if you didn’t experience it first hand… Not everyone has such a rosy view. A Melbourne business leader described the Commonwealth Games to me as more of a distraction than an opportunity, expressing the view that the same money invested in education and health service infrastructure in the outer suburban ring would bring significantly more sustained benefits to Melbourne’s citizens than these “C grade Olympics” ever can. A Sydney cab driver told me the continuing Olympic debt was the reason the roads were so bad. I’ve no doubt you could unearth similar views from the ‘cognoscenti’ of Manchester.
The role of business in the fortunes of these events rarely seems to go beyond grumbles around over-prominent sponsor influence and advertising. London 2012 has not exactly made an auspicious start in this respect, the bid’s shock success being widely attributed to the albeit agreed handover of leadership from prominent businesswoman to successful Olympian with a good grasp of the politics.
It is estimated that the Olympics and Paralympics will need 70,000 volunteers. There are some practical things CSR managers can do now. For instance, TimeBank is running a dedicated website(http://www.volunteer2012.com) where you can sign up as a company and pledge support.
For managers, here are a few thoughts on strategy:
– most major companies will be touched in some way by the Games, and those with a London presence especially so. Positive and not so positive pressure will come from a variety of quarters to get involved
– there’s less time than you think to work out your position, get it agreed, and then put in place what it will take to manage successfully the risks and opportunities, to collective benefit
– take some time out now to think about how your current policies and programmes can either be defended and /or showcased and enhanced in the lead up to 2012.
It’s a long list…work in schools, healthy living, supplier policy, employee volunteering, regeneration agenda, environmental performance, diversity profile. As with the Games themselves, a case where the first won’t be last, and vice versa?
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