Analysing Management Strategies and Models Applied by Amateur Sporting Federations in South Africa

Abstract

This mixed methods research study was conducted to analyse management strategies and models applied by amateur sporting federations in South Africa. Since the advent of a democratic South Africa, only rugby, soccer, cricket and to some degree netball, golf and motorsport, have managed to maintain and/or increase their value proposition and thus attracted several stakeholders. The sports television coverage landscape has also largely remained the skewed only towards these federations. This is despite the fact that some amateur sporting federations have consistently and regularly participated in their respective sporting codes’ world championships and even Olympics games. Media coverage of these amateur federations’ participation in these events is scarce and covered nor the general South African population never gets to hear about them. Business entities have also been reluctant to partner with the amateur federations. This research therefore seeks to identify and understand practices that hinder amateur sporting federations from achieving their objectives to highlight and recommend practices that these federations specifically and other amateur sporting federations in general can adopt to enable them to reach their strategic objective. The study was conducted through interviews with three amateur sports federations in South Africa. The initial primary research data was collected using structured interviews and an online survey. Analysis of this data found that there is evidence to infer a correlation between constructs such as an organisational sport framework, governance, sport value creation, sports consumer behaviour/needs and organisational performance at the national level. It is hoped that this study will assist the sports fraternity in South Africa to appreciate that constructs such as sports value framework, good governance prescripts, sport value creation and offering value that sport consumers want, if implemented and/or adopted, can help elevate amateur sporting federations.