Because the business of sport hasn’t yet grasped the opportunity they have to move beyond their traditional business models and embrace purpose as the new management philosophy of the 21st Century…..just like the corporate sector is doing right now.

Conscious leaders and their organizations are now all about good and doing well….not just doing well for their shareholders while paying lip service to corporate responsibility through traditional philanthropy and CSR initiatives that don’t drive the bottom line or meaningful growth.

If the corporate sector can make the kind of impact they are by being purpose-full in their approach to business, imagine what the sports sector can achieve given the level of engagement with its fans that it enjoys and the amount of media coverage it demands.

Come on leaders in the sports sector. Lets do this.