INTEGRITY IN SPORT
For her research into the financial miasma of mega-events , she interviewed dozens of experts in anti-corruption bodies , sports governance , coaching , media and more . She was able to pinpoint accountability gaps and produce recommendations to help guard against corrupt practices that can too easily become part of a sport ’ s culture .
Chief among her recommendations is simply to make the bidding process for large events more transparent . She also proposes registers of gifts and expenses , stricter enforcement of procedural regulations , tougher penalties for breaches and the banning of cash from negotiations .
But she says ordinary people also have a role in bringing about change . And it comes down to the power of their money .
Hip pocket influencers
Today , as social media provides consumers with the ability to influence markets on a global scale , sponsors are increasingly mindful of what they support : “ Public pressure is now greater than it ever was ,” she says . “ Consumer pressure on sponsors can quickly bring them to realise there are consequences associated with corruption allegations .”
This , she says , played out during the 2018 FIFA World Cup in Russia , when , under a cloud of such allegations , corporate sponsorship was much harder than usual to secure .
A domino effect of influence is created from the bottom up because people – and younger people in particular – care about issues such as diversity and integrity . And sponsors want to be aligned with these values .
“ If the consumer cares , then the companies care because they ’ re selling to these people . And if a sponsor cares , then the governing bodies or the clubs need to care because they ’ re effectively being dictated to , to a degree , about how much money will or won ’ t go their way ,” says Philippou .
Social media also means there is more awareness around corruption . “ A scandal is pulled into the public consciousness no matter where in the world it occurs . And that ’ s very important .
“ And with today ’ s readily accessible satellite imagery , anyone can check if , for example , a promised pitch by a successful bidder has actually been built or remains just a muddy patch of land . So , while integrity has always mattered , it ’ s easier today to do something about it because people , as consumers , have power .”
Philippou hopes that , with increased levels of awareness , increased public pressure combined with tighter governance and stricter enforcement , it will make it harder for corrupt practices to be tolerated .
In football , bribery and corruption have been associated with votes for host nations as well as sponsorships , ticketing and broadcasting rights . The insiders Philippou interviewed were also deeply concerned about human rights in some host nations , particularly around working conditions for people building stadiums and facilities , as well as a lack of lasting community benefit after an event has moved on .
But she is optimistic the tide is turning . Heightened public scrutiny and enforcement is having an impact . Convictions for FIFA executives associated with Russia ’ s 2018 and Qatar ’ s 2022 successful World Cup bids have come with reforms to football ’ s international governing body .
Progress , she says , has come in the form of greater transparency , including publishing accounts and disciplinary decisions . A legal portal through which procedures are processed has been established and FIFA has recently issued its first compliance handbook in which it openly warns about
If the consumer cares , then the companies care because they ' re selling to these people . And if a sponsor cares , then the governing bodies or the clubs need to care because they ' re effectively being dictated to , to a degree , about how much money will or won ’ t go their way .
– Christina Philippou
58 ISSUE 04 / 2022