Sport Industry Group

16 Jun 2010

Elana Meyer, South African athletics legend, Olympic Silver Medallist and CEO of the JAG Foundation, spoke to Sportindustry.co.za about the social impact sport can have on communities.

Q. Many are billing this summer’s World Cup as creating a legacy for South Africa. What do you think will be the biggest impact the World Cup will have on South African sport?

Sport and sporting events have really got the means of putting a city or country on the map. I have seen that with the Olympic Games and events that I have attended and truly believe that South Africa will have the chance to showcase the potential, and to show the other side of the country that is not necessarily known outside the boarders as the international picture often showcases the crime and politics.

Q. Do you think that South Africa has become more switched on to the impact that sport can have on communities in terms of driving social change?

Yes, I do think the impact through sport has become more visible and recognised, and corporates and individuals have started to invest in it as it has proven to produce measurable change. The success of the JAG Foundation is the proof.

Q. How many of the organisations involved in South African sport have a community division or engage in some form of community activity?
 
In some cases it is true, but there is a lot of room for improvement and getting more involved at community level.

Q. During your professional sporting career, did you feel that enough was done by sport to engage with communities?

No, not back then, and also not enough currently. I believe sport can make a huge difference on many levels from fitness to uplifting spirit and moral and every community should have those opportunities through engaging in sport.

Q. How much influence do you think professional athletes can have over encouraging participation levels in sport?

The professional players/athletes have got a great platform for influence and could certainly be utilised more to encourage participation.

Q. Tell us a bit about your work for the JAG Foundation?

We use sport not only for the developing of sporting talent but also for the development of individuals beyond sport. We implement different programmes and have about 30,000 children actively involved.