Legacy Sport

Legacy Sport
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  • Item #: 9781620064030

How to Win at the Business of Sport in the Age of Social Good

There’s a revolution underway across the world of business. It’s being driven by people who want to work for, buy from, invest in, and advocate for organizations that stand for something more than just profits. It is becoming more and more clear that organizations need to embrace the idea that you can do good while doing well. 

The business of sport is not immune to this trend. Whether you are operating a sports brand, property, athlete(s), or nonprofit, you can choose to either embrace this new reality and succeed, or you can avoid it and become irrelevant. 

Which do you choose? 

Written for aspiring and active executives working in the business of sports, Legacy Sport is an accessible and informative guide to helping you navigate this new business world while teaching you how to execute strategies that could make your organization thrive while making a positive difference in the world - socially and/or environmentally.


Little else speaks to people in a way that sport does. The sentiment behind this book is all-important as an inspiration for the sporting world to realise its full potential as a force for good. - Alan Jope, CEO, Unilever

The power of sport stirs the soul of the athlete, the fan, the community, even the world.  Now is the time for sport's ecosystem to unleash its massive influence to engage for good. Legacy Sport illuminates the path along this critical journey.Carol Cone, CEO, Carol Cone ON PURPOSE

There is now momentum for sport to act as a powerful force for good. There is money. There is passion. And there are a lot of people involved to initiate the movement towards shaping a better tomorrow, a better planet, better people being able to live together and act together so that we can move the needle towards a better world.” - Florence Darquie-Bossard, Global Marketing Director, Danone

Sport really should embrace and own its ability to create change on a massive scale because of its ability to touch so many people meaningfully. To me, it makes sport the greatest untapped resource on the planet right now.” - Kirk Souder, Co-founder, enso

Sport needs to be, not just great value, but have great values too. Sport has to be adding something of benefit to the world.” - Lesa Ukman, Founder, Pro Social Valuation

This book shows you why purpose matters in sports and how you can harness the power of purpose for social good and competitive advantage. If you read only one book on purpose in Sport - this is the one! John Izzo, Author of The Purpose Revolution

Our research shows us that sustainability is one of the areas that consumers, particularly young consumers, are most interested in. If you merge sustainability with sports you have twice the chances of success. - Ricardo Fort, Head of Global Sponsorships, Coca-Cola

People want to feel a sense of belonging, they want to feel connected to their city and to other people, to a shared endeavor and I think that opens up massive business opportunities as well as social impact opportunities for sport. - Sebastian Buck, Co-founder and Strategic Lead, enso


NEILL DUFFY has, for 20 years, enabled global brands, international sports properties, and high-performing nonprofits to do good while doing well through sport. He has achieved a number of world firsts like helping the 34th America’s Cup become the first major international sports events to go zero waste and carbon neutral, and as Chair of the Sustainability Committee, delivered Super Bowl 50 as the “most shared, participatory, giving, and sustainable Super Bowl in history.” Neill is the Co-Founder and CEO of 17 Sport as well as a published author and sought-after speaker.  

FABIEN PAGET, a former semi-professional tennis player, has more than 15 years experience in the sports industry with previous tenures at Nike and the acclaimed Mouratoglou Tennis Academy. In 2012, Fabien created O2 Management, a boutique sport management agency that represented world-class athletes and rising stars across a variety of sports - tennis, soccer, sailing, surfing, swimming and more. During this time, Fabien also worked with Serena Williams to deliver mission-aligned partnerships that highlighted her commitment to women’s empowerment. Fabien is the Co-Founder of 17 Sport and was recently named #37 among the Top #100 Sport business leaders Under 40. 

JO RAMSAY has over 20 years experience in the sports industry, working at leading agencies, including Octagon, as the head of strategy and sponsorship measurement. She has developed industry leading tools to manage and measure sponsorship investments and has designed and activated purposeful sponsorship programs across diverse categories. Jo has witnessed firsthand the transformative power of sport in her home country, South Africa, and, as Strategy Director for 17 Sport, is a firm believer that sport needs to fully embrace Purpose if it is to thrive in the years to come.

by Neill Duffy, Fabien Paget, & Jo Ramsay
Trade Paperback - 6 x 9 x 1
280 Pages
SPORTS & RECREATION / Business Aspects
BUSINESS & ECONOMICS / Strategic Planning
BUSINESS & ECONOMICS / Business Ethics
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Price $19.95
Availability In-Stock

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