Philanthropy in Sport!
By Athena Constantinou, Managing Director, APC Sports Consulting, Nicosia, Cyprus Sport has become one of the most popular global activities, attracting the attention of millions of people. This growth is producing more and more powerful social icons that have considerable influence in society. Athletes serve as role models for the youth that follow sport and admire their heroes. Financial wealth and personal influence can be used towards positive social development. Athletes have a long track record of aligning themselves with charitable causes, something that has become a standard, part of their endorsement deals, and an expectation with team management. An athlete's influence or “endorsement” can quickly turn an otherwise unknown cause into an important, mainstream issue. Usually, athletes that excel at the highest levels of sport have the platform and opportunity to be able to inspire, motivate, and leverage their celebrity to make a difference in causes and issues that are important to them. We, at APC Sports Consulting, are able to guide benevolent money smart athletes in planning and creating tax efficient philanthropic strategies, which align with their personal mission and the legacy they wish to leave behind them. Our advice, in this context, to athletes is to support and donate to causes they believe in, strategically and/or through organized philanthropy, thus helping to build the kind of social capital and social finance that will last for generations and create and enhance the goodwill and value in their brands. For more information on this important and developing subject, see ‘Money Smart Athlete December 2018 Newsletter’ at ‘moneysmartathelete.com’. Athena Constantinou may be contacted by e-mail at ‘