JOHN AMAECHI: ‘INTEGRITY IS AN OPPORTUNITY’

I’m still invigorated from my recent honour – the Integrity and Impact Award in association with InsightX at the FEVO Sport Industry Awards 2023. The award is a testament to what we value in the sports industry and our power to shape society.

In the coming years, the sports world has a unique chance to redefine its societal impact. This will demand a visionary approach, a true commitment to our established principles, and a bold reimagining of how sports and physical activity are integrated at every level. Our goal? To fulfil the ambitious promises that sport represents.

Choosing the alternative – focusing narrowly on short-term gains while neglecting long-term integrity – is a path fraught with risks. We all have a role, whether as athletes, coaches, fans, partners, or suppliers, to elevate our vision and confront tough decisions with courage and foresight.

Integrity in sport must go beyond the usual suspects of doping and match-fixing. We need to address the broader, more complex issues reflective of our times.

Before we’re overwhelmed by the magnitude of these challenges, let’s remember that integrity is an opportunity. It’s not just about doing good; it’s about expanding the reach and influence of sports.

True change isn’t brought about by sporadically dropping events into underserved communities. It’s not a quick fix to economic disparities. Instead, if we’re to harness sports as a universal language that unites diverse peoples as a catalyst for personal and economic development in communities, we must recognise that integrity is the cornerstone.

As a psychologist and a former NBA player, I understand that successful change comes from strategically applying the scientific method. It’s a rigorous yet rewarding process, one that’s surprisingly relevant to our experiences in the sports industry.

The concept of ‘integrity’ might feel elusive, but it is underpinned with measurable, concrete components. In my work, I empower leaders and their organisations to grasp and exhibit these components – the knowledge, skills, and principles essential for inspiring and guiding others toward collective growth.

One pillar of sports integrity is competence: being unparalleled in technical expertise. Despite the high performance standards in elite sports, recent scandals reveal gaps in governance, strategy, commercial acumen, communication, and rule enforcement.

Self-assurance is another critical element, distinct from mere confidence. It’s about an entity’s precise self-awareness, recognising strengths and weaknesses with a commitment to improvement and transparency.

The principles of integrity in sports universally apply to all organisations, whether they’re cricket clubs or construction companies, football teams or financial firms.

A pressing issue that has ensnared the sports industry is advocacy for human rights. The sports world must uphold and act on principles like anti-racism, fair labour practices, inclusivity of all faiths, and equal access for people with disabilities – principles that are already endorsed in its rhetoric.

These are not optional extras; they are the bedrock of what sports claim to stand for. It’s not about citing the Principles of Olympism or similar mandates; it’s about living those values consistently.

When influential sports entities align their actions with declared values, the results can be transformative. In the UK, such alignment influenced a change in government policy, ensuring that hungry children would be fed.

This is the power of integrity: When individuals and organisations stand firmly on principle, they can affect substantial, positive change – beneficial for businesses, people, and communities.

We, giants of the sporting world – not just the athletes but each of you – hold the key to upholding our collective principles. When you tell people what you stand for and behave congruently with that rhetoric, you define what you will not tolerate, paving the way for meaningful, sustainable change.