Sport in race for charitable donations

New figures show that within the next 10 years, philanthropic donations to sport will rival that of the arts community.

The Australian Sports Foundation says philanthropic donations towards sporting organisations is good for community health Picture: Julian Andrews

A surge in charitable donations to Australian sporting groups has put the sector on track to rival the arts community by the time of the Brisbane Olympics, according to a new report.

The Australian Sports Foundation calculates that within 10 years donations could increase to $300m per annum, which would put it almost on par with the arts community, which receives around $350m in donations annually.

ASF chief executive Patrick Walker, who will on Tuesday release the annual Giving For Sport report that details a record $76.8 million in philanthropic investment for the 2022 financial year, believes charitable donations to sports could boom in this “green and gold” decade.

“I think (the arts) is a reasonable benchmark for sport, and the arts have been really focusing on philanthropy for a long time,” Walker said. “That is a fantastic thing because the arts sector is so important for the community, for mental health, for inclusion, and for social and cultural life. So kudos to the arts. That’s fantastic for them.

“Sport hasn’t really done that, which is why it’s lagged behind, but we do think sport is comparable to the arts in that sense, the benefits of physical and mental health, of community, sports participation, inclusion, diversity, life skills and the teachers are kids. These are tremendous social benefits. We are really seeking to grow sport and philanthropic causes in the same way as the arts has positioned itself for the last couple of decades.”

The Australian Sports Foundation focuses on grassroots sport, which it believes “is severely underfunded” and aims to “break down the barriers” that stops participation.

Walker said the social benefits of sports are enormous and thinks that charitable arms of corporate Australia should also look to grassroots sports to have a big impact on the community.

“I think there’s been less recognition of the social benefits of sport,” Walker said.

“There’s been a focus on the top end sport where people are well remunerated in the big codes. There’s lots of stories in the press about funding for big sports stadia and so on. But at the community participation level, these are volunteer-run clubs and it’s really in need of philanthropic support … that’s what we’re trying to advocate for.”

The ASF is also advocating for athletes aiming to compete at the Commonwealth and Olympic games, who are under a lot of financial stress.

“We did a survey last year of representative athletes and 50 per cent of our internationals earn less than $23,000 a year, and that’s stacking shelves in Coles. Woolies …,” he said. “Really they’re paying for the privilege of representing their country. We don’t think that’s right. We want to provide better support to our emerging athletes so they represent the nation with pride in Brisbane.”

Walker also wants to alert corporate Australia to the philanthropic opportunities when it comes to sport.

“Corporate Australia gives away – not in sponsorship – but in philanthropy, CSR (corporate social responsibility) around $6 billion a year, and hardly any of that is given to sports,” Walker said.

“And that’s really again because sport isn’t seen as a philanthropic cause. We certainly are keen to engage with corporate Australia, not as a sponsor client, but how they can help their local communities or the communities of their families by giving to help sport.”

Walker says this next decade will provide a crucial opportunity for the sports community.

“Over the next 10 years we have an unparalleled opportunity to build healthier communities,” Walker said. “To help the recovery of those affected by natural disasters and to realise the opportunities afforded by the exciting series of global sporting events to be hosted in Australia in the green and gold decade, culminating in the Brisbane 2032 Olympic and Paralympic Games.

“Tens of thousands of donors have generously supported thousands to community projects and emerging athletes over the past financial year. Together we can have a profound impact on our country and deliver $300m a year into sport from the philanthropic sector by 2032, providing an estimated $2.1bn in annual net economic and social benefit to the nation.”