Olympic Legacy: The role of Business

Can Business Help to Build Help to Build an Enduring Legacy?

There are no more superlatives left with which to describe the Games; the organisation, the performances, the volunteers and spectators have all been rightly praised. Even business has come out of the process with an enhanced reputation for the ability to manage such a major multifaceted project and deliver it on time and largely on budget. The last few weeks have demonstrated the power of sport to electrify people and countries, to bring out the very best, both in the arena and around the country. Capturing that has to be our first priority.

But before the final curtain came down commentators were already focusing on ‘legacy’ thatill-defined but key component of the UK’s success in winning the Games for London. How can business benefit from and help to create a lasting legacy and rebuild trust?

Legacy is one of those things like ‘Britishness’, beloved of politicians and commentators, that means different things to different people depending on your point of view. So as with Britishness there will be as many interpretations of legacy as there are stakeholders – and we are all in some way stakeholders.

The legacy issues that have been most talked about are sports and buildings, but when sport is the issue do we mean elite sport, school sport, community sport, women’s sport, disabled sport, general health and well being or all of the above? And what of the elderly? And then the money issue; how much gets spent and where; who pays and who distributes? Above all who measures and who is ultimately responsible?

This is a great challenge with huge opportunities and some risk, but the risk is mainly in not availing ourselves of the opportunity, of retreating into our self-deprecating, but somewhat defeatist mode, and not maintaining the pressure and the capability to do something exceptionally well. It’s great to see the London Legacy Development Corporation in place and to see that the Prime Minister has appointed Lord Coe as his legacy advisor.

Over the past few years I have spoken to sponsors, businesses, academics, institutions, politicians and others, but whilst everyone agreed it was important, no one really wanted to get involved; partly because they didn’t know who was in charge or what role they might play. Business now needs to step up and take additional responsibility. Taking the initiative and developing legacy linked objectives and programmes will help repair the trust in business that has been so badly tarnished in the past few years.

There have been calls for wealthy business people to sponsor elite sport, for more Government money, for schools and teachers to make greater commitments, for more general participation in sport. Business should focus on the benefits of creating a sporting legacy as part of their Corporate Responsibility objectives, not as a charitable objective, but in terms of developing talent, creating positive role models and relationships, boosting well being and self esteem. Camilla Batmangheldjh (founder of the charity Kids Company) has written about the exclusion of marginalised kids from the whole Olympic process and how tapping their potential through sport can give them a route back into society and confidence in their abilities and potential.

 Many great schemes exist, but we need to raise their profile and make the information more widely available to everyone. This great national success, in which business has played a vital role, must not be allowed to dissipate into our preferred news media role and national characteristic of carping and criticism that is so damaging to confidence and self esteem. We should not forget, in heaping justifiable praise on the volunteers, that McDonald’s provided the training for 70,000 volunteers!

We have previously suggested that a Legacy Management framework needs to be put in place to enable business and other stakeholders to understand their position and what they can contribute in the overall scheme of things and have those efforts recognised. There will inevitably be stakeholders who will find their interests marginalised; a clear framework will enable them to fight their case better or understand why the overall priorities may not align with their’s.

The 2012 Olympic Games came alive not just because of great performances but because so many people took such great delight in participating, volunteering in huge numbers, turning out in all weather to see the flame cross the country and watching at venues, giant screens and on TV. This great sense of commitment to doing something brilliantly well is the true legacy that we need to keep alive! The Paralympics has already begun and interest in them has never been so great; this is another legacy that we can celebrate.

So, if you are feeling critical, hold your thought; talk upside not down and enjoy the moment and think of ways in which your business can contribute. Consult your staff – ask ‘what can we do locally to keep the flame burning? ‘They will love being involved, as will your customers and other stakeholders. See what the spirit of the Olympics can do to enhance your business, its reputation and esteem. Capture the moment, the enthusiasm and energy, and plan your own legacy. There has never been a better time to make your mark.

 

Your views

We have developed an on-line survey, which can be accessed via our website, www.enactconsulting.com, seeking your views about Olympic Legacy and how business can benefit. We would be grateful if you would take a few moments to give us your views and you can also use the survey to seek the views of your staff and other stakeholders to decide how best you might create your own Olympic Legacy.