$%!"#'&($$# 758):)<1>-6)4A;1;7.=;16-;;"<:)<-/1-;.7: :7.-;;176)4:1+3-<)6,!=/*A16"7=<0.:1+);16+- *A ,=):,7=1;7-<B-- thesis>@-84??0/49;,=?4,71@7147809?:1?30=0<@4=0809?>1:=?30/02=00:1 Doctor of Philosophy (Leadership) =,/@,?0%.3::7:1@>490>> and Leadership College of Law and Management Studies "=8-:>1;7::7.#0-=6;-4;-: DECLARATION I, Eduard Louis Coetzee, declare that (i) The research reported in this dissertation / thesis, except where otherwise indicated, is my original research. (ii) This dissertation / thesis has not been submitted for any degree or examination at any other university. (iii) This dissertation / thesis does not contain any other person’s data, pictures, graphs or other information, unless specifically acknowledged as being sourced from other persons. (iv) This dissertation / thesis does not contain any other person’s writing, unless specifically acknowledged as being sourced from other researchers. Where other written sources have been quoted, then: a) their words have been re-written but the general information attributed to them has been referenced; b) where their exact words have been used, their writing has been placed inside quotation marks, and referenced. (v) Where I have reproduced a publication of which I am author, co-author or editor, I have indicated in details which part of the publication was actually written by myself alone and have fully referenced such publications. (vi) This dissertation / thesis does not contain any text, graphics or tables copied or pasted from the internet, unless specifically, acknowledged, and the source being detailed in the dissertation / thesis and in the References sections. Signed ……………………………. Date: ………………………………….. ii ACKNOWLEDGEMENTS I thank God for His grace and blessing as I experience this journey. I have been truly blessed beyond my wildest dreams. Sport has been a big part of my life and rugby, especially, has provided me and my family with great opportunities and life experiences. Having grown up in South Africa as a young boy in the 1990s, I lived through the birth of our country’s democracy and the changes and challenges that all citizens of our rainbow nation experienced together. The road is long and the journey is not yet finished. I truly believe in South Africa, and in our history, where the best is yet to come. My wife, Seren, my rock who supported me through every stage of this study, never kept count of the sacrifices made while I pursued my passion. I thank you for being an amazing woman and I am proud to call myself your husband. I thank my three boys - Daniel, Benjamin and Christian for having to put up with their Dad working late and being absent while writing this thesis. I’ve missed friends and family during this journey and I look forward to catching up. I thank my work colleagues at The Sharks, The Sharks (Pty) Ltd Board Members, and especially CEO, Gary Teichmann, for supporting me and allowing me time away from the office to write my thesis. Without your collaboration this journey would not have been possible. I thank Prof Theuns Pelser who guided me with grace and expertise through my research. I felt supported and in safe hands throughout this academic study, and have been extremely privileged to have had such a quality supervisor accompanying me during this DBA journey. I thank Kelvin Watt from Nielsen Sports research for assisting me in the data collection for the surveys. It was reassuring knowing that the data used in this research were reliable and correct and it most certainly adds to the validity of the findings in this thesis. I thank Anton Louw and Simon Naylor for allowing me access to a piece of their heaven at Sutton to take the time to write this thesis in God’s garden at Phinda. At times I felt that there was no light at the end of this research tunnel and my relief on reaching the end on this journey was immense. I do believe that there is further research and development to be done, as the field of inclusive innovation in South African sport is an evolving subject, and the only certainty is etched in my conviction that “we don’t know what we don’t know yet”. iii ABSTRACT This study is focused on professional sport in South Africa, in particular the three most popular sporting codes in South Africa: football (soccer), rugby and cricket. Its aim is to develop a business model which will transform and develop South African sports organisations into inclusive and successful businesses. South African sports teams are internationally competitive, but within the country sport has to deal with several challenges. These include breaking the historical negative associations of rugby and cricket, transforming these sports so they are considered inclusive, and financing their growth and development. The literature review examines the history of sport in South Africa, the nature of inclusive sport, the transformation process required for inclusivity, and sport as business. Rugby, cricket and football have different histories in South Africa, and have different levels of transformation. The research philosophy used is pragmatism, associated with mixed-methods research. Both quantitative data, using survey results, and qualitative data, with semi-structured interviews, are employed. These choices are validated in the conclusion. While football is considered by government to be fully transformed in terms of the Transformation Charter, this is not yet the case for rugby and cricket. It is argued in this thesis that these sports need to transform rapidly, not just to satisfy government, but also for good business reasons, in reaching a much enlarged market. Broadcasting rights are increasingly the major source of income for sporting bodies, with stadium attendance declining. Rugby and cricket are currently broadcast on pay-TV DSTV Premium channels, which brings substantial income, but a limited audience. Free-to-air SABC only broadcasts international rugby and cricket matches, as sports of national interest. It is argued that ways need to be found to increase the reach of rugby and cricket, on DSTV Compact or SABC. Another current challenge is the player drain, with many high-profile players playing overseas, which has a negative effect on stadium attendance and revenue. In an attempt to provide a sustainable model for the funding of transformation and development of sport in South Africa, the potential of using a B-BBEE solution was investigated as a case study. iv RACE TERMINOLOGY The terms used to describe different races in this paper is in accordance with the Constitution of the Republic of South Africa Act of 1993. It is necessary to use these terms in this dissertation in order to understand the South African racial context described within this study. According to the Broad-Based Black Economic Empowerment Act: “black people” means African, Coloured or Indian persons who are natural persons and: 1. are citizens of the Republic of South Africa by birth or by descent; or 2. are citizens of the Republic of South Africa by naturalization before the commencement date of the Constitution of the Republic of South Africa Act of 1993: or 3. became citizens of the Republic of South Africa after the commencement date of the Constitution of the Republic of South Africa Act of 1993, but who, but for the Apartheid policy that had been in place prior to that date would have been entitled to acquire citizenship by naturalization prior to that date (Government of South Africa, 2014). “white people” refers to all people with origins in Europe, the Middle East or North America. Due to the nature of the research done in this paper, and to correctly explain the history of rugby, cricket and football in South Africa, I will use the terms “African”, “Indian”, and “Coloured” as well as “black”. v TABLE OF CONTENTS Declaration ................................................................................................................................ ii Acknowledgements .......................................................................................................................... iii Abstract ............................................................................................................................... iv Race Terminology .............................................................................................................................. v List of Tables and Figures ................................................................................................................ x Acronyms .............................................................................................................................. xii Chapter 1: Nature and Scope of the Study ................................................................................... 1 1.1 Background to Research - Transformation in Sport in South Africa ............................. 1 1.1.1 Representation in Sport ............................................................................................... 3 1.1.2 Popularity of sporting codes in SA .............................................................................. 6 Levels of Interest in Sport ........................................................................................... 7 The Role of Social Media ......................................................................................... 10 Strength of Brand and Team Support ........................................................................ 11 1.2 Problem Statement ............................................................................................................