Sports Event as a Platform for Impact – Summary of the 2nd CSR in Sport Academy Webinar

The second session of the CSR in Sport Academy—a nationwide educational program dedicated to responsible sports management—is now behind us. The guest speaker was Magdalena Sprawka, who specializes in sports event communication and collaborates with the “Maraton Warszawski” Foundation. During the webinar, she discussed how to design sports events in a way that generates real social impact and builds an engaged community.

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A sports event is more than just an event

One of the key takeaways from the webinar was viewing sports events as platforms for impact. Mass events, such as road races, bring together thousands of participants, fans, and partners. This creates an opportunity to implement social initiatives, build relationships, and strengthen engagement.

As the speaker emphasized, the role of an organizer goes beyond logistics—it also involves responsibility for the event’s impact on its surroundings.

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CSR doesn’t have to mean large budgets

An important part of the presentation showed that CSR activities do not always require significant resources. They often begin with recognizing the needs of participants and the surrounding community or by rethinking existing activities.

An example of this approach is the #BiegamDobrze charity initiative developed by the “Maraton Warszawski” Foundation. It was launched in 2015 as a response to real needs and numerous existing but scattered charitable efforts. The initiative introduced a systemic, structured form of support benefiting both runners and affiliated NGOs. Over time, it has grown into the largest initiative of its kind in Poland, with many sub-projects and adaptations for other races.

Since 2015, over 13 million PLN has been raised for social causes, with around 10% of event participants taking part each year.

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Participant engagement as the key to success

One of the most important elements of effective CSR activities is the active involvement of participants. They engage in fundraising, build community around the event, and become its ambassadors.

Well-designed initiatives allow participants not only to take part in the event but also to identify with its purpose and have a real impact on their surroundings.

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Inclusivity in practice

An important topic of the webinar was accessibility and inclusivity in sports events. Based on the “Maraton Warszawski” Foundation’s experience, it was shown that adapting events for people with disabilities requires analyzing the entire participant journey—from registration to participation.

It was also emphasized that flexibility and a willingness to implement changes—often unconventional and tailored to specific contexts—are crucial.

Equally important is cooperation with organizations that have specialized expertise, supporting organizers in designing appropriate solutions. Such actions not only increase accessibility but also help reshape the perception of sport as an open and inclusive space.

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Ecology – a practical approach

In the context of environmental actions, the speaker highlighted the importance of practicality and real value. Ecological initiatives should be feasible and useful for both participants and organizers.

Examples include reducing printed materials in favor of digital formats, creating online and audio guides, and combining environmental and social aspects—such as clothing collections that are redistributed after events through specialized organizations.

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Communication as a responsibility

Communication plays a crucial role in shaping the impact of an event. The way organizers talk about an event directly affects how it is perceived. For example, shifting the narrative from “disruptions” to “temporary traffic changes” can create a more positive context.

It is also important to provide broad and diverse information about the event, offer alternatives such as public transport, and actively engage the community and participants in communication. Leveraging the fact that all participants are informal ambassadors is often an overlooked but highly valuable aspect of the sports industry.

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Collaboration as the foundation of CSR activities

Many of the initiatives discussed would not be possible without cooperation with partners, including NGOs and businesses. Collaboration allows organizers to benefit from expert knowledge, scale their activities, and expand into new areas. Strong relationships and openness to dialogue and new solutions are invaluable, especially in communication and charitable efforts.

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Key conclusions

The webinar demonstrated that sports events can be powerful tools for social impact, and CSR activities do not have to be complex or costly. Participant engagement and community-building are essential, as is a gradual and consistent approach to development rather than attempting to implement everything at once.

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CSR in Sport Academy – what’s next?

The CSR in Sport Academy is a series of nine online sessions featuring practitioners from the sports industry. Each webinar provides concrete examples, experiences, and actionable insights that can be implemented within organizations.

Next week, participants will meet another speaker—Paweł Pietrzyk.

There are still seven webinars ahead, and it is still possible to join—sign up now!

If you missed the session, you can catch up by watching the full recording. A complete transcript is also available, allowing you to revisit key insights and recommendations at any time.

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