Encourage people to participate in sport and physical activities through collaborative partnerships
The Partnership Protocol provides principles to guide the implementation of effective partnerships. Although ParticipACTION’s Partnership Protocol is broad based, the unique strengths, goals, and design of organizations will also influence how the recommendations can be put into practice.
Avoid partnership breakdown through good management
Because partnering is challenging and often requires a long-term commitment, managing and building on the success of partnerships is more efficient than starting new, independent partnership processes.
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With resources for not-for-profit public sector organizations proving increasingly scarce, partnerships with the private sector are becoming progressively more important to the growth and support of not-for-profit organizations. Frequently, private sector organizations are seeking not-for-profit physical activity, health, and sport partners for the valuable and unique links to potential markets and brand associations. This mix creates controversy over if, how, and at what cost public health and physical activity goals can be achieved in partnership with private, profit-driven organizations.
Public–Private Partnerships in Physical Activity and Sport is a guide for nonprofit, charity, and sport organizations in developing and maintaining strategic and responsible relationships with corporate partners. With its comprehensive and practical examination, this text is also relevant to private sector corporations seeking public sector partners and for agencies seeking to broker such partnerships.
This text is drawn from the collaboration of leaders in public and private organizations, athletes, and academics who identified a need to provide formalized direction on partnerships between the public and private sectors. Authors O’Reilly and Brunette present a detailed discussion of the pros and cons of establishing partnerships between not-for-profits and private sector organizations. They also provide a thorough understanding of the issues and illustrate how a responsible implementation of these partnerships can benefit all parties involved. They offer strategies and tactics for finding, developing, implementing, and evaluating public–private partnerships and highlight how partnership and social marketing studies outside of public health and health promotion can inform these growing disciplines.
Providing guidelines from the World Health Organization and other entities worldwide, this resource offers readers a framework for forming and maintaining beneficial partnerships. Readers will also find the Partnership Protocol, a public health-centered collaborative initiative led by ParticipACTION, which provides evidence-based public–private partnership guidelines for practitioners. A foreword by Kelly Murumets of ParticipACTION, an advocate of partnership building in the public health sphere, emphasizes the value of this resource in confronting the challenges of public–private partnerships in a thoughtful and responsible way.
Throughout, Executive Perspective sidebars provide expert commentaries on partnership from experienced individuals in both private industry and public health organizations. These sidebars include Global Application questions that provide insight into issues and obstacles overcome in creating public–private partnerships in the contexts of public health and health care. Case studies throughout the book help readers understand how partnerships and social marketing strategies can be successfully implemented.
This comprehensive text shows how public–private partnerships done properly expand markets, increase efficiency, provide resources, allow access to expertise, and provide platforms for marketing, activation, and programs. Public–Private Partnerships in Physical Activity and Sport provides information, guidance, and tools to help readers make partnerships work most effectively for their organizations according to their resources, scope, and purpose.
Public–Private Partnerships in Physical Activity and Sport is part of the Physical Activity Intervention Series. This timely series provides educational resources for professionals interested in promoting and implementing physical activity programs to a diverse and often resistant population.
Part I: The Need for Public–Private Partnerships in Physical Activity and Health
Chapter 1. Finding Consensus in How to Develop Partnerships
Role of Partnerships in Physical Activity and Health
Chapter 2. The Partnership Protocol
ParticipACTION The Partnership Protocol
Guidelines for Effective Partnerships
Part II: Public–Private Partnership Strategies
Chapter 3. Basics of Messaging and Marketing in Physical Activity and Health
Importance of a Good Communications Strategy
Marketing for Behavioral Change
Communicating Through Social Media
Harnessing Tools of Inactivity to Promote Physical Activity
Communicating Across Cultures
Chapter 4. The Value of Sponsorship in Physical Activity, Sport Participation, and Health
Stakeholders: Sponsors, Sponsees, and Agencies
Size and Scope of the Sponsorship Industry
Finding a Sponsor for your Not-for-Profit
Finding a Not-for-Profit Sponsee for your for-Profit Corporation
Profile of a Sponsee
Chapter 5. Revenue Strategies for Not-for-Profit Organizations
Data on Sport and Recreation Organizations
Fees for Goods and Services
Chapter 6. Dimensions of Corporate Philanthropy and Partnerships
Corporate Support for Not-for-Profits
In-Kind Donations of Goods and Services
Chapter 7. Role Models and Champions Role Models
From Role Model to Champion
Champions in Action
Chapter 8. Leveraging Corporate Social Responsibility to Partner With Corporations
Corporate Perspective on Partnerships
Integrate CSR to Attract Partners
How CSR Can Improve Partnerships
Examples of CSR in Partnerships
Part III: Putting Partnership Guidelines Into Action
Chapter 9. Global, National, Community Partnership Perspectives
Partnering Across Sectors
Chapter 10. Applying Partnership Guidelines in Physical Activity and Health
CATCH Case Study
Chapter 11. Challenges in Creating Effective Partnerships: Bias, Controversy, and Failure
Measuring Partnership Effectiveness
Elements of an Effective Partnership
Key Partnership Challenges
Avoiding Partnership Breakdown Through Good Management
Appendix A: The Science Behind Developing The Partnership Protocol
Appendix B The Partnership Protocol
About the Authors
Resource for public health officials and sport, recreation, and health
professionals in not-for-profit and government settings seeking to build
successful partnerships with private sector organizations and vice
versa. Also a text for upper-level undergraduate or graduate students in
health promotion, public health, sport administration, and recreation
Norman O’Reilly, PhD, is a professor at the University of
Ottawa’s faculty of health sciences, specializing in sport business. He
was recently named a lifetime research fellow of the North American
Society for Sport Management and was the 2011 recipient of the
University of Ottawa’s Media Excellence Award. He is also a senior
advisor with TrojanOne, a Toronto-based marketing agency, where he works
with corporations and properties on revenue generation and sponsorship.
O’Reilly holds a PhD in management from the Sprott School of Business at
Carleton University, an MBA from the Telfer School of Management at the
University of Ottawa, an MA in sports administration from the University
of Ottawa, and a BSc in kinesiology from the University of Waterloo.
O’Reilly is an active researcher and has published 5 books, more than 50
articles in refereed management journals, and more than 100 conference
proceedings and case studies in the areas of sport management,
sponsorship, tourism marketing, marketing, risk management, sport
finance, and social marketing. Dr. O’Reilly is the lead researcher on
the Canadian Sponsorship Landscape Study, a highlight of the annual
Canadian Sponsorship Forum since 2007, currently in its sixth edition.
O’Reilly competes in triathlons, long-distance runs, cross-country
skiing events, and ice hockey leagues and tournaments. He has completed
six Ironman triathlons and represented Canada at five long-distance
World Triathlon Championships in his age group, finishing as high as
17th in 1997. He is an active mountain climber and an avid world
traveler, having visited more than 40 countries.
Michelle Brunette teaches international health in the School of
Human Kinetics and is an academic advisor at Laurentian University in
Ontario, Canada. She received her masters in human kinetics from
Laurentian University, a BA in political science from the University of
Windsor, and an honors bachelor of physical and health education from
Brunette has published in the Journal of Sport Behavior and has
presented at several conferences. She is a volunteer coordinator for the
Sudbury Rocks!!! Race, Run or Walk for Diabetes, a founding board
executive for the Young Professionals Association, and the former
athlete representative for Ringette Ontario. She has extensive
cross-cultural work experience: She taught conversational English and
Canadian culture to students in China, served as a TESL instructor
preparing people for teaching and working abroad, and worked in Ireland
as part of the Student Work Abroad program. She is a keen explorer who
has worked or traveled in more than 20 countries.
Brunette is an avid runner, participating in both marathons and half
marathons. She also enjoys hiking, canoeing, and playing soccer. When
not working, Brunette enjoys spending time with her favorite partners:
husband Jamie, daughters Malin and Nellie, and golden retreiver Charlie.
“The information provided in this book highlights successful
partnerships between nonprofit and for-profit organizations that achieve
positive outcomes for both entities in today’s challenging economy.”
Cary Wing, EdD-- Principal, CHW Global
“O’Reilly and Brunette present a compelling protocol for best
practices in finding, developing, implementing, and measuring the
effectiveness of public not-for-profit partnerships.”
David A. Pettrone Swalve-- Vice President of Education, National
Academy of Sports Medicine (NASM)