The article first appeared in sportanddev.org and can be accessed here.
Being an athlete is a unique profession. Due to the representational format that sport involves, athletes, by their mere pursuit of professional excellence, simultaneously become “flag-bearers” of the social unit that they represent – be it the local community, club, district or nation. They are idols or role models by default, with little opportunity to understand what exactly that means!
Athletes taking part in international competitions such as the Olympics have long been considered as symbols of nationalism. Their participation usually set forth narratives about the nation – its economy or socio-cultural milieu. Their identity and accomplishments are often used by politicians to build a nationalistic rhetoric and in some cases, serve as a distraction to quell dissent. However, we have been witnessing a gradual change in perception. What it means to be an elite athlete today is not the same as before.
Of late, mega sporting events like World Cups and Olympic Games have come under scrutiny. Corruption allegations, unethical practices such as organised doping and negative economic effects on host countries have contributed to renewed questioning of sport. With globalization and the evolution of transnational socio-cultural movements enabled by social media, bodies like the International Olympic Committee (IOC) have been compelled to address growing concerns about the purpose of sport events and the philosophy of the Olympic movement. As a response, they have been taking a slew of measures to reassert the cultural significance of sport through initiatives that showcase its ability to enable sustainable development or contribute positively to society.
Efforts put in by sport governing bodies across the world to enable this transition have had a direct impact on athletes. On one hand, organisations and institutions have been more sincere with programmes that empower athletes and uphold their rights. On the other hand, there also has been a change in the implied roles and responsibilities that come by virtue of being an athlete. It is no longer enough to “bring glory to a nation” or merely offer the thrill of sporting performance. On being representatives, their conduct is reviewed, their life activities monitored and higher expectations are placed on them to take up issues of the communities they represent.
The avenues for athletes to play a larger role, well beyond their sport careers, are also rising. Sporting events now have more athletes at the forefront as reflected at the Olympism in Action forum at Buenos Aires and Laureus Sport for Good Summit at Paris – events held last year to ignite conversations about the power of sport to inspire positive change. Initiatives like the Yunus Sports Hub that assist athletes in creating their own organisations or social business have sprung up. Moreover, the last few years have seen the emergence of the several active athlete bodies and player unions like IOC’s own Athletes’ Commission.
Perceived as a challenge, it is fair for an athlete to feel burdened by the demands of their supposed ethical and social responsibility, something that, ironically, even elected representatives of nations get away with! But grasped as an opportunity, the possibilities are plentiful. Athletes can cultivate their brand image to pursue larger goals outside of sport through the goodwill, resources and networks built in their sport career. They have platforms now to set up projects, ventures, business or institutions that address causes that they are personally invested in. Countries like India have an enormous youth population and athletes can be the progressive agents who connect and inspire them towards a better sustainable future.
Far from the days of being mere entertainment or “war without weapons”, sport today is widely acknowledged as a medium suitable for a wide range of development programmes related to poverty alleviation, education, health care, gender equality, livelihood and even international conflict. Sport’s universality means that collaboration and exchange of information is convenient too. An athlete thus has the chance to be the crucial cog in the wheel by using the mass appeal of sport to divert attention towards critical issues in innovative ways. Moreover, the eco-system on the whole can play its part by empowering athletes with information and skills that helps them understand the bigger picture and make optimum use of opportunities. It’s a good time for athletes to be heroes the world needs!
Penalty Stroke 