Managing high performance sports: the case of South-Africa

Maastricht School of Management’s (MSMs) Executive MBA in Sports Management equip its students with an understanding of sports management issues across the world, so that they can develop their careers within an industry that is truly global. In this light students had a unique opportunity on 14 April 2016 to be immersed in a lecture that dealt comprehensively with the nature, size, scope and management of the sports industry in South Africa – Africa’s largest sports market.

Prof. Dr. Hanlie Moss, who has earned her own MBA and has been an entrepreneur herself in the sports industry, talked about “how to manage high performance sports in South Africa?” In South Africa, high performance sports include Football, Rugby, Cricket, Netball, Athletics and Swimming. The country has hosted the FIFA World Cup Tournament in 2010, the ISS Cricket World Cup in 2003 as well as the Rugby World Cup in 1995 (which it won twice since 1995). More than 400,000 people work directly in the sports industry in South Africa.

Professor Moss explained how these sports are governed from the public sector side through various Ministries and provincial councils, and emphasized the role of educational and research hubs. One of these is the High Performance Institute (HPI) at Potchefstroom, to which she is herself affiliated. This is a high-altitude (1300 meter) facility containing start of the art facilities within a sport villages offering accommodation and supporting health services and supported by various research programmes to optimize sport performance. More than 1,000 international sport participants train there during the off-season.

Due the social, economic and health benefits of sport participation, Professor Moss explained

that the South African government aims to promote mass participation in sports. Hence government projects in sport aim to ensure the population becomes more active. During the discussion Professor Moss asked the students: “based on what I have just presented you, what do you think are the opportunities in South Africa?” The students argued that although it is important indeed that the government aims for mass participation in sport and in physical activity, a fundamental constraint is that there are still many people who cannot afford to participate in sports in South Africa. Prof. Dr. Hanlie Moss said: “I do not have the solution, but opportunities must be explored as a sustainable solution is needed”. Management and entrepreneurship in sport can therefore be vital for contributing to good development outcomes in emerging economies.

Following the lecture the students attended a networking reception at MSM.