The Role of Star Athletes in Implementing the "Sport for Development and Peace" Concept: Current Trends and Challenges

Abstract

Objective. This study aims to determine the role of star athletes in implementing the concept of "Sport for Development and Peace" (SDP) and analyze their activities as ambassadors of social initiatives. In particular, the research examines the participation of professional athletes in international development programs and their impact on social change. Results. The analysis of historical and contemporary examples demonstrates that engaging athletes in SDP initiatives is an effective tool for achieving social goals. The study highlights that athletes such as B. D. King and Muhammad Ali used their popularity for social change as early as the 20th century. Modern SDP ambassadors are involved in international non-governmental organizations (Right To Play, Light for the World), UN agencies (UNICEF, UNHCR, UNAIDS), and government institutions (GIZ). For example, Right To Play, founded by Olympic champion J. O. Koss, implements social initiatives in 15 countries and collaborates with 230 athlete ambassadors, including E. Felix, S. Mané, and P. Siakam. A quantitative analysis confirms the active involvement of athletes in SDP initiatives: out of 917 international organizations operating in the field of sport for development, 62 (11.2%) cooperate with renowned athletes. The study examines their level of involvement: 33.9% of organizations have one ambassador, 35.5% work with 2-5 ambassadors, 19.4% with 6-14, and 11.3% engage more than 30 athletes. Conclusions. The popularity and recognition of athletes contribute to raising awareness of SDP initiatives, attracting funding, and strengthening public trust. At the same time, their effectiveness as ambassadors depends on authenticity, depth of understanding of development issues, and the stability of their image. The study also identifies challenges related to the instability of partnership lists, political risks, and corporate ethics concerns. Competition with other humanitarian projects (education, healthcare, and hunger relief) is also a significant factor affecting attention to SDP. Thus, while athletes play a crucial role in social initiatives, their involvement should be strategically justified and based on long-term partnerships.