Sponsor activism in sports governance – a growing trend?

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by: Rowland Jack, I Trust Sport Ltd

B20 Lecture Theatre
Main Birkbeck Building
Torrington Square
London WC1

Tuesday 19th May 2015 at 6pm

For directions click here

Attendance at the event is free but you need to register


Sponsors have regularly been cited as a potential source of leverage when governance issues arise in sports organisations due to their critical funding role. Over a period of years, public expectations of corporate responsibility have increased, perhaps making it harder for brands to absolve themselves of responsibility for the sports they support. Traditionally, sponsors have tended to limit themselves to binary options in response to sports governance crises: withdrawal in extreme cases, or else keeping a low profile and waiting for the fuss to die down. There are now signs that a third option is emerging, with some brands adopting a more activist stance.

In this seminar Rowland Jack, founder of I Trust Sport, will discuss some recent examples of sponsor and brand interventions in sports governance and address the question of where the trend may lead.


Rowland Jack founded I Trust Sport Ltd in 2013, a new sports governance and compliance consultancy dedicated to improving international sports governance through collaboration.

Rowland supports International Federations, sponsors and other organisations and individuals on consultancy projects that have improving sports governance as their aim.

Recent work includes governance reviews of International Federations and strategic advice offered to sponsors of sport when they face reputational risk due to failings within the rights-holder organisation.

Rowland has given lectures on governance at universities and spoken at international conferences.

Before founding I Trust Sport he worked in sports marketing and communications for more than 10 years in several countries, including at six editions of the Olympic Games, summer and winter..

Contact Details


Follow Rowland on twitter @itrustsport

For further details on this seminar series contact:

Sean Hamil

Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

Twitter: @Birkbecksport

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