Challenging modern sports’ moral deficit; towards fair trade corporate social responsibility and good governance in sport

  • Yves Vanden Auweele

Abstract

Integrity management policy should be built on aberrant behaviour’s common grounds rather than on separate aberrant behaviours. A major common ground is likely to be an unhealthy match between the economic globalization and commercialization and some sport intrinsic factors such as egocentrism and a striving for power and glory. We suggest therefore that an integrity management policy in sport should include three components: 1) A reconsideration of the sports structures (Good Governance) 2) The development of an ethically more justified relationship with commercialization, media, sponsors and fans (Fair Trade); 3) The inclusion of the needs and objectives of the societal context in which sports organisations are operating (Corporate Social Responsibility).

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