Nokia and corporate support to RP sports

Indeed corporate sponsorship of elite and high level sports combined with integrated government-supported grassroots sports development logically results in better chances at gaining international respect and adheres to internationally principle of Sports for All. Elite or high level sports would be at the apex of the sports pyramid while grassroots sports is the base and forms the foundation of the sports structure.

The government, because of either lack of political will or plain negligence, or both, has yet to fully maximize the use of the country’s major resources, its huge population. Sports officials are guilty of this (intentional) oversight by simply refusing to come up with a sports master plan that is realistic and thoroughly studied. Proof of the lack of interest is their refusal (some say, even disdain and contempt) first, to discuss and, second to endorse for Cabinet action, the Short–Term Philippine Sports Development Plan (SPSDP) 2008-10.

The SPSDP is basically an updating of the sports master plan (1996- 2000) prepared during the latter part of my stewardship at the Philippine Sports Commission (PSC). The plan had undergone countless hours of consultations with sports stakeholders but could not be approved by the Cabinet of then President Fidel V. Ramos because of a change in administration. This updating was done by the National Economic and Development Authority (NEDA) in conjunction with the PSC civil servants (not political appointees at the Board level) and can therefore be considered an apolitical document prepared by civil servants who provide continuity in the government bureaucracy.

The initial steps at updating the plan were supported by PSC Chairman William Ramirez but strangely the PSC Board has sat on it for several weeks. What amazes the people behind the updating and other people in the know is the plan is a move towards pursuing sports governance reforms and institutionalizing agency sector planning processes.

Who is the right-minded sincere person who will go against good governance and transparency, especially when the plan spells out the policy framework within which the new sports development vision is to be pursued? The Office of the President, Department of Health Secretary Francisco Duque III (who has oversight responsibility over PSC), the Department of Budget and Management, the Philippine Olympic Committee, Congress and civil society should be aware of the intransigence of these political appointees and take action.

In contrast, the private sector is doing its bit in putting order at the apex of the pyramid. Since businessman-sports philanthropist, San Miguel Corp. chairman Eduardo “Danding” Cojuangco, bankrolled Philippine national basketball teams back in the early 1980’s, other sports patrons like the father and son Reghis and Mikee Romero of Harbour Centre, Manny Pangilinan of PLDT/Smart and the Ayalas of Globe, among other businesses, have come forward to contribute to the national effort at regaining our rightful place, at least in Asian basketball.

Now come Nokia and TAO Corp. that financed the recapturing by the Philippines of the seventh SEABA Junior Men’s championship early this month in Kuala Lumpur. They are going beyond the SEABA joust and are shouldering a three-year program to be handled by coach Franz Pumaren.

In explaining Nokia’s support for the team, William Hamilton-Whyte, General Manager of Nokia Philippines stated, “Nokia does not usually sponsor sports but when this project was presented to us, we saw several reasons to say yes. In this project you have different people coming together to achieve a common goal, one that does not bring success or recognition to just one individual but to a country.”

In formulating the three-year program, Nokia expressed support for the present leadership of the BAP-SBP because “it (Nokia) believes in BAP-SBP’s sports development program for the youth by bringing pride, leadership, excellence and integrity into the court. Nokia believes in sharing its vision of building a basketball program that serves as a model for Philippine sports and contribute to nation building by developing the core values necessary to create the greatest generation of Filipino youth.”

For management practitioners, what Nokia is doing for sports is Corporate Social Responsibility (CSR), which is an expression of corporate culture and values. Over the years, Nokia has had a positive impact on society that extends beyond the advanced technology, products and services the company creates. The company has been an active regional contributor to youth and education causes for many years.

In the Philippines, Nokia’s corporate citizenship has found expression also in youth development and sports, an integral part of education.